In Algiers, Amina, a local artisan, prepares shipments of her handmade soaps for delivery across Algeria and abroad. "Before, I sold only in my neighborhood," she says. "Now my products travel across Algeria and beyond. I never thought this was possible."
Amina is among a growing number of women entrepreneurs in Algeria who are turning to digital tools to expand their businesses. Traditionally, many artisans in the country have struggled to market their products and reach new customers. The E-commerce for Women Entrepreneurs in MENA project, funded by the Women Entrepreneurs Finance Initiative (We-Fi) and implemented by the World Bank, aims to address these challenges by equipping women with resources and training to succeed online.
The initiative has been integrated into national structures from its inception. Algeria formed a steering committee with eight ministries to oversee the program, ensuring it aligns with existing regulations on product standards and online payments. This approach provided strong institutional support and created opportunities for scaling up.
"Algeria has laid the foundations for a supportive ecosystem where women entrepreneurs can go digital and grow," says Cemile Hacıbeyoglu Ceren, the World Bank Group’s Resident Representative in Algeria. "This initiative shows what’s possible when institutions, financing, and training come together. It’s a partnership effort, and one we are proud to support."
Key institutional partners include CNAM and ANGEM. CNAM offered a national platform connecting artisans throughout Algeria, while ANGEM incorporated digital training into its microcredit programs. Together with private sector organizations, they trained 51 coaches in digital marketing and e-commerce. These coaches are now passing on their knowledge to hundreds of women entrepreneurs; so far, 119 women have completed the training program, with more than 74% adopting new online platforms for their businesses. The goal is to reach 300 entrepreneurs soon.
ANGEM is also launching an expanded training program starting early 2025: 25 master trainers—one per targeted wilaya—will receive advanced e-commerce instruction before each trains 12 local trainers. This will create a network of 300 trainers who will mentor about 92 new entrepreneurs each, aiming to reach 27,500 promoters by year-end 2025.
For participants like Amina, the impact has been significant: "I gained the knowledge I needed in marketing and communication. My business is now more visible, and I can manage it with greater confidence."
Perfume maker Ismahane experienced rapid results as well: "This program taught me how to organize my procedures and use the right tools to optimize sales. My clients now better understand my offers, and my social media following grew from 7,000 to 22,000 followers within months."
The benefits also extend to public sector staff who have transitioned into coaching roles; they have broadened their responsibilities from administrative tasks into advisory services related to entrepreneurship and digital marketing. Private consultants involved have also developed expertise in supporting digital business growth.
As one coach observed: "We are learning too. Supporting women entrepreneurs has helped us reinvent our own professions by developing new skills in digital marketing, gaining a deeper understanding of entrepreneurship, and expanding our roles from administrative tasks to strategic advisory."
Across cities such as Oran, Algiers, and Annaba, women's stories share common themes: some started small or with just an idea but gradually built capacity through access to digital tools.
Algeria’s collaboration with the World Bank through We-Fi demonstrates that economic empowerment involves more than funding—it requires building systems where institutions work alongside skilled entrepreneurs. As Amina sends off her latest shipment she reflects: "This is more than a product leaving my workshop, it’s a future I built for myself."