Co esponding au ho : Z ikombo e o B igh Chi eme e e
Copy igh © 2025 Au ho (s) e ain he copy igh o his a icle. This a icle is published unde he e ms o he C ea i e Commons A ibu ion Liscense 4.0.
Diaspo a-D i en B and S a egy: Unlocking T ade and In es men Oppo uni ies
be ween he U.S. and A ica
Z ikombo e o B igh Chi eme e e 1, *, Micaiah Mgugu 2, Ta adzwa Aga ha Kundayi Zi e a 3, Rumbidzai Lyn
Kasinamunda 4 and Munashe Naph ali Mupa 5
1 A izona S a e Uni e si y.
2 Uni e si y o New Hampshi e.
3 Doane Uni e si y.
4 Sou he n New Hampshi e Uni e si y.
5 Hul In e na ional Business School.
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 27(02), 1956-1963
Publica ion his o y: Recei ed on 13 July 2025; e ised on 23 Augus 2025; accep ed on 25 Augus 2025
A icle DOI: h ps://doi.o g/10.30574/wja .2025.27.2.3043
Abs ac
The A ican Diaspo a has become a signi ican asse and agen o local de elopmen , economic g ow h, and
echnological ad ancemen . This a icle examines he impac o Diaspo a-D i en B and S a egy and he ole ha he
A ican Diaspo a plays in p omo ing and ma ke ing A ican p oduc s and se ices. Th ough analyzing he ole o he
A ican diaspo a in b and p omo ion, policy amewo ks, and s a egic ma ke ing app oaches, he a icle ackles he ull
scope o A ican-made p oduc s in he US ma ke . Policy amewo ks ha e been p oposed o ensu e smoo h c oss-
bo de e-comme ce be ween A ica and he US. Addi ionally, case s udies on success ul A ican p oduc s ha e been
highligh ed o showcase he applica ion o s a egic ma ke ing and he exis ing limi a ions o hi ing maximum po en ial.
Keywo ds: B and; Diaspo a; In es men ; T ade; S a egy
1. In oduc ion
A ica boas s a epu a ion o being he second mos popula ed con inen in he wo ld, wi h popula ion es ima es
exceeding 1.5 billion as o 2025 (Wo ldome e , 2025). App oxima ely 60% o he A ican popula ion is you hs aged
be ween 15 and 34 yea s. This ene ge ic and you h ul o ce is a signi ican asse in d i ing inno a ion, labou , and
en ep eneu ship locally and in e na ionally. The A ican diaspo a is es ima ed o be 350 million globally and oughly
5 million in he Uni ed S a es. A icans mos ly mig a e o Wes e n coun ies o seek wo k oppo uni ies and educa ion
o o escape insecu i y and poli ical ins abili y in hei home coun ies. While human capi al deple ion ela ed o
mig a ion is ala ming, A ica has bene i ed g ea ly om emi ances, skills upg ades, business ad ice, in en ions, and
insigh s channeled by A icans in diaspo a (Abidde, 2021). The summa ion o hese bene i s leads o na ional
de elopmen o he hos na ions and echnological ad ancemen . Technically, o e he pas ew decades, A icans in
diaspo a ha e been he sou ce o connec ion o ellow A icans o oppo uni ies in educa ion, ca ee , and business.
Cu en ly, he mos signi ican e o is di ec ed owa ds using he diaspo a connec ion o ma ke A ican goods and
se ices.
A icans a e inno a o s and business-minded like e e y o he con inen , b inging much-needed p oduc s and se ices
ha ill human wan s. The challenge a ises when hey canno ind enough ma ke o hei p oduc s locally and ha e o
ely on A icans in diaspo a o ma ke hei p oduc s. No ably, he Uni ed S a es ecognizes he en ep eneu ial o ce o
he A ican popula ion and has adop ed policies and amewo ks ha c ea e oom o he expansion o ma ke s o
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 27(02), 1956-1963
1957
A ican p oduc s and se ices. The U.S has expe ienced i s hand wi ness o he as cul u e ha A icans boas . A icans
in diaspo a ha e se ed as unique ambassado s and he b idge o cul u e and comme ce in he Uni ed S a es ma ke .
While he e is a massi e inc ease in desi e by Ame ican consume s o ha e A ican cul u ally oo ed and e hically
sou ced p oduc s and se ices, mos o hese o iginal p oduc s ne e ind hei way o he U.S ma ke (Owusu & O iso,
2021). E o s o p opel he A ica-U.S. ela ionship ha e been u he ed h ough he A ica G ow h and Oppo uni y Ac
(AGOA) and P ospe A ica (B i z e al., 2024). Despi e he as po en ial in ha nessing his oppo uni y, he ull po en ial
has no been ealized due o a lack o awa eness, limi ed ma ke ing, and diploma ic ine iciencies.
The cul u al luency ha he A ican diaspo a ca ies, coupled wi h hei closeness o he U.S and local ma ke , makes
hem uniquely posi ioned o p omo e he economic agenda, p oduc s, and se ices o hei hos con inen . The
knowledge o he U.S ma ke consume s and he A ican p oduc s o ies helps make hem he ul ima e b idge ha gi es
c edibili y o A ican p oduc s and se ices in diaspo a. The e o s o b and building by he A ican diaspo a ha e,
howe e , been unde pe o ming, which calls o he need o c ea e s a egic ma ke ing ha can boos he c oss-
con inen comme ce.
2. Theo e ical Backg ound and Li e a u e Re iew
The impac o he A ican diaspo a on i s home con inen has been ex ensi ely s udied o e he yea s. Gnimassoun and
Anyanwu (2019) explo ed he e ec o A ican diaspo a on A ican economy based on li e acy le els. In hei inding,
hey asse es ablish an ob ious connec ion a ising om income and emi ance by hose in diaspo a. The posi i e
ela ionship a ibu ed in hei s udy signi ies he impo ance o A ican diaspo a on economic de elopmen .
Acco ding o Hamil on (2025), i is impo an o gauge he in luence o sel -iden i y on A icans in diaspo a. Hamil on
emphasizes on he image c ea ion and pe cep ion o A ica based on hei iden i y. Iden i y unlocks oppo uni ies and
p o ides oom o ecogni ion and b and o he A ican he i age.
Da kwa (2018) explo ed he impac o emi ances on A ican GDP and compa ed he human de elopmen index. In his
s udies, Da kwa iden i ied key challenges ha hinde e ec i e use o diaspo a emi ances in speci ic A ican coun ies.
Ch ysos ome and Nkongolo-Bakenda (2019) di ed deepe in o he challenges and limi a ions o A ican diaspo a on
en ep eneu ship. Thei s udy sheds ligh on he eme ging issues ha nega i ely a ec A ican Diaspo a businesses and
ecommenda ions o deal wi h he mess. Th ough keen explana ion o diaspo a en ep eneu ship, Ch ysos ome and
Nkongolo-Bakenda seek o enligh en global economis s on he scope o A ican en ep eneu s on global s age.
Ideally, hese s udies ha e ocused on issues such as bene i s o A ican diaspo a on A ica o limi a ions on
en ep eneu ship bu e y ew handle he ideology o s a egic ma ke ing o A ican p oduc s and se ices in he US
ma ke . This a icle seeks o ind and ill he a ising gap.
2.1. C oss-Bo de E-Comme ce and he ole o A ican Diaspo a communi ies
T adi ionally, global business ge s done h ough he shipping o p oduc s and se ices, and he ma ke ge s i s hand
expe ience wi h he p oduc s on he g ound. The apid g ow h and use o echnology ha e changed he way e e y hing
is done especially business (Ma shall, 2021). Digi al ans o ma ion lea es no one behind, including A icans. E-
comme ce, which in ol es he use o digi al and online pla o ms o ma ke , sell, buy, ansac , and ack he deli e y o
p oduc s, is he new way o doing business. Pla o ms such as Shopi y and E sy a e a he o e on o he e-comme ce
business (Pu nomo, 2023). Howe e , consume s a e skep ical as e e and ely on he powe o s o y elling o in luence
hei pu chasing decisions. The appe i e o buy and eel au hen ic p oduc s has g own massi ely in he U.S ma ke , and
e e yone is looking o a se ice and p oduc ha can connec hem o A ican he i age (Thiebau , 2024). Howe e , he
mos insis en p oblem is he p esence o coun e ei s and inau hen ic p oduc s, and he lack o a b and ha sells i sel
as being o A ican he i age. Go e nmen s and powe ul businesspeople ha e adop ed s a egies o p omo e A ican-
made p oduc s and se ices. No ably, he e o s ha e no yielded he maximum po en ial esul s (Gillespie & Swan,
2021). Alliances and suppo be ween A ica and he US go e nmen ha e in e ened o boos he p omo ion o such
p oduc s, bu s ill no enough o b and selling.
The gap in ma ke ing and p omo ion o A ican-made p oduc s and se ices is apidly being illed by he A ican
Diaspo a. Ideally, he numbe one b and ambassado o you p oduc is he egula use o he p oduc . A ican diaspo a
play a key ole in alida ing he au hen ici y o an A ican p oduc and se ice h ough b and s o y elling, which in u n
builds us in buye s (Ch isben e al., 2025). A ican diaspo a builds us in A ican p oduc s by buying hem on e-
comme ce pla o ms and lea ing e iews ha a e d awn om he hea . Mo eo e , A ican diaspo a communi ies may
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 27(02), 1956-1963
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pos success s o ies and he sa is ac ion hey ge om A ican-made p oduc s and se ices hey ge by using hem. The
awa eness will c ea e a cycle o us in he p oduc and hus boos expo o he p oduc om he A ican con inen
(Ch isben e al., 2025). A ican diaspo a can p omo e A ican ashion p oduc s by p oudly wea ing he clo hes in hei
daily ac i i ies. This ac alone will lu e he US ma ke o buy he ashion line. The same can be adop ed in all p oduc s
and se ices, and indeed, a as in luence will be ealized. The mos ob ious ad an age o he A ican diaspo a is he
o iginal knowledge o he p oduc and i s use, which places hem in a posi ion o ma ke he p oduc wi h passion and
e en pa ne wi h gian e-comme ce pla o ms o ma ke he p oduc .
The US is home o he bigges e-comme ce ma ke and hus a a ge o global p oduc s. Playing home o a black
popula ion who a e di ec ly inhe en o hei his o y, he US has he po en ial o buy almos all A ican cul u al and
au hen ically p oduced goods and se ices. Mos ci izens ha e he desi e o y A ican oods, wea , echnology, and
language. This desi e c ea es a ma ke ha e-comme ce endo s ha e sough o ul ill (dos San os, 2025). A ican
diaspo a communi ies p o ide he oom o gi e c edibili y o such se ices as being he ambassado s and he ace o
p omo e such p oduc s and se ices (Adepoju, 2021). In summa ion, c oss-bo de e-comme ce elies g ea ly on he
A ican diaspo a communi ies as i s building blocks. Ma ke ing s a egies a e essen ial in de ining he success o A ican-
made goods and se ices.
3. S a egic Ma ke ing App oaches o Posi ion A ican P oduc s in US Re ail, Tech, and Consume
Sec o s
The ole o he A ican diaspo a in selling he he i age o A ican p oduc s and se ices canno be o e emphasized
enough. Howe e , he US ma ke s a e di e se, sophis ica ed, as -mo ing, and highly segmen ed, he e o e, a highly
calcula ed ma ke ing app oach mus be employed o make an impac in he ma ke . S a egic ma ke ing which in ol es
a ge ing a ce ain ma ke g oup mus be used in o de o A ican p oduc s o ha e a sha e in he e ail, ech, and
consume ma ke s o he US (Folo unso, 2021). S a egic ma ke ing is long- e m, da a d i en, and highly cul u al
esonan so as o sa is y he need o he a ge ma ke . S a egic app oaches ensu es a p oduc gains a compe i i e
ad an age by exploi ing he speci ic needs o he ma ke . The ich he i age o A ican p oduc s is he building block o
s a egic app oaches o ma ke ing he p oduc s. S a egic Pa ne ships, Iden i y-D i en Niche, Cul u al S o y elling,
Re ail Readiness, Me ics-D i en G ow h, and Communi y and Con en app oach a e some o he s a egic ma ke ing
app oaches ha can e ec i ely posi ion A ican p oduc s in he US ma ke s.
3.1. S a egic Pa ne ships
Success in a diaspo a ma ke is highly dependen on he hos ing na ion. A ican diaspo a en ep eneu s need o
collabo a e wi h local businesses who a e non-A ican bu alue-aligned so as o ge a pla o m o b and and ma ke
hei p oduc s in a manne ha builds us among consume s (Amey & Eddy, 2023). To success ully pene a e and
posi ion a cosme ic p oduc , o example, a collabo a ion wi h no able salons and cosme ics shops is necessa y o
e ec i ely in oduce he p oduc in a us -building way.
Seeking a pa ne ship wi h he US Chambe o Comme ce is key o lea ning he gene al ma ke o he US. The chambe
o comme ce can p o ide pla o ms o hold p oduc exhibi ions and p omo e A ican cul u e in a manne ha esona es
wi h he cul u e o US ci izens. Addi ionally, he US Chambe o Comme ce opens up a collabo a ion wi h US cul u al
ins i u ions, which would as - ack p oduc awa eness and build he ma ke e ec i ely.
En ep eneu s can make use o he diaspo a alumni ne wo k by apping in o hei knowledge o he Ame ican ma ke
and gaining om men o ship p og ams. P omo ion om known A ican diaspo a will help sell he p oduc as and gain
a posi ion in he compe i i e ma ke .
3.2. Iden i y-D i en Niche Ma ke ing
Consume s end o esona e mo e wi h p oduc s ha hey can ace hei iden i y o. This s a egic app oach
inco po a es he use o pe sonalized ma ke ing ac ics ha speak di ec ly o a ocused ma ke (Ma ei, 2024). The use
o dialec -speci ic con en , such as Swahili ad slogans, helps build an iden i y o he p oduc , hus gaining a compe i i e
ad an age. Mo eo e , he ma ke ing eam can use widely known celeb i ies who ep esen A ican cul u e as well as
Ame ican as ness o p omo e hei p oduc s. Consume s o oday a e mo e conce ned wi h he iden i y o a p oduc
a he han wha i say i does.
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 27(02), 1956-1963
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3.3. Cul u al S o y elling
Mos A ican p oduc s and se ices a e oo ed in deep cul u al and his o ical meaning. Inco po a ing hese meanings
and s o ies in he p oduc s helps in selling he p oduc as e and easily. Mos US consume s need p oduc s ha hey
can associa e a s o y wi h. A aching such con en o p oduc s a he han behind- he-scenes my hs makes he p oduc s
aluable and accep able in he ma ke . Such s o ies can be published on he p oduc s' websi e o h ough sho and
ca chy ph ases ha highligh he p oduc ion jou ney. Ano he pla o m o ake ad an age o is he gap in calenda s ha
speak di ec ly o A icans, such as Black His o y Mon h and A ica Day. Such days can be u ilized by making specially
hemed p oduc s and hus u ilizing an ex a consume ma ke .
3.4. Re ail Readiness
The US e ail ma ke is highly compe i i e. I is e y s a egic o conduc high-end esea ch on packaging needs, p icing,
and p oduc posi ioning in he US ma ke . This is impo an as he en ep eneu s make p oduc s ha mee US e ail
demands while main aining A ican he i age. Ensu ing you p oduc packaging showcases he A ican-made ph ase is
impo an in winning consume s who a ge cul u ally made p oduc s. Mo eo e , he ocus on e ail should be on
main aining he en i onmen and p omo ing A ican cul u e associa ed wi h pu i y, wellness, and na u e.
3.5. S a is ics-D i en G ow h
Ma ke ing goes beyond pe suasion o numbe s. While i is impo an o push on wi h adi ional ma ke ing app oaches,
i is impo an o be s a egic and make use o analysis o gauge g ow h. Analysis helps in iden i ying cus ome li e ime
alue and employing s a egies o e ain aluable cus ome s. Addi ionally, s a is ics om e-comme ce pla o ms such
as Shopi y help in iden i ying high-selling app oaches and hemes o main ain.
3.6. Communi y and Con en App oach
Mos p oduc s sold in oday's wo ld, and especially in he US, a e sold digi ally. I is impe a i e o main ain a kind o
ela ionship be ween b ands and consume s in o de o cap u e hei a en ion on social pla o ms. This can be achie ed
h ough he use o celeb i y models o p omo e p oduc s, o c ea e con en on pla o ms like YouTube ha p omo e a
ce ain li es yle, such as mode n ways o wea Anka a o how o use A iex. This can also be achie ed h ough he
sha ing o con en ia emails o di ec messaging, whose con en speaks o he p oduc you a e dealing wi h. Making
ambassado s ou o loyal communi y membe s can also easily p omo e you p oduc h ough e e als and con en
p omo ion.
S a egic ma ke ing is signi ican in c ea ing a b and powe house ou o A ican p oduc s. The s a egic mixing o cul u e
and business ideologies helps in pene a ing he ma ke , such as he US. The e a e no able cases o A ican p oduc s
ha ha e been success ul in he US ma ke h ough s a egic ma ke ing.
4. Case S udies
A ican diaspo a communi ies ha e, o e he las decade, in luenced he global e-comme ce and eshaped he US ma ke
by mo ing om con en ional ways o business. The communi y has u ilized online pla o ms such as Ins ag am o
ma ke and sell A ocen ic ashion, E sy o he Shea bu e business, and as he o ce behind logis ic echnologies ha
b idge US consume s and A ican en e p ises. The su ge in such businesses has been enabled h ough he economic
diplomacy on ed by US policies and amewo ks, and he easy accessibili y o e-comme ce pla o ms such as Amazon
Ma ke place, Shopi y, WooComme ce, and Pays ack, among o he s. These pla o ms ha e e adica ed he need o la ge
s o age acili ies o shops and eplaced hem wi h home-based businesses a med wi h s o ies ha ell o he he i age
(Gamlen, 2019), cul u e, and au hen ici y o he p oduc , which esona es wi h he US consume s. Howe e , p oblems
such as inconsis en logis ics, gene al disbelie in he s anda d o A ican p oduc s, and quali y main enance emain he
s agna ing o ces o A ican-made goods and se ices, making i in he US. Despi e such ba ie s, he e a e no able cases
o success s o ies in he c oss-bo de e-comme ce be ween A ica and he Uni ed S a es. This a icle looks a a case
s udy o Shea Bu e , Anka a, and A iex.
4.1. Shea Bu e
P edominan ly ound in Wes A ica, shea bu e ha es ed om he shea ee was used p ima ily as ood, skin
ea men , and o pe o m adi ional i uals by na i es. Shea bu e gained i s ame a li le o e wo decades ago, hanks
o e o s by A ican diaspo a en ep eneu s and hei ee b anding (Goumb i e al., 2021). A ican diaspo a would
la gely ca y a p oduc o shea bu e in hei a el and ell o he s o y behind i s use and e iciency o cu ious
Ame icans. The adop ion and use o shea bu e by a signi ican popula ion o he US p omp ed he skin ca e gian s and
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 27(02), 1956-1963
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o ganic p oduc p oduce s o s udy and make comme cial use o shea bu e (Elias & Ca ney, 2025). Cu en ly, shea
bu e is one o he bigges sough a e ing edien s o cosme ic p oduc s. A ican diaspo a no only p omo ed he p oduc
bu also se ed as he b idge be ween A ican p oduce s and he US ma ke .
The ole o he A ican diaspo a in c ea ing ma ke access is undeniable. The A ican diaspo a communi y exploi ed
hei knowledge base by explaining ully he na u al bene i s and use p ac ices o shea bu e . The as unde s anding
and s o y elling behind aw shea bu e and i s inished p oduc s enabled a quick up ake and adop ion o he p oduc
in he US ma ke (Elias & Ca ney, 2025). The ma ke ing e o s o he A ican diaspo a we e no in ain as hei
explana ions oo ed on cul u e, e hics, and au hen ici y boos ed us among Ame ican consume s, which inally buil a
b and o shea bu e . The consis en use o A ican diaspo a o exploi he US ma ke and ma ke shea bu e made i
easie o de elop a wo king logis ics sys em and b ing on boa d la ge companies ha saw he bene i o using shea
bu e as an ing edien in making hei p oduc .
The e a e a lo o success s o ies by A ican en ep eneu s who deal in he shea bu e ma ke . No able b ands such as
Nubian He i age and Ala ia s a ed small, p ima ily in homes and a me s ma ke s, and g ew o be global playe s and
a huge b and in e-comme ce pla o ms like Amazon. Mos o he success o such b ands is oo ed in he e o s o he
A ican diaspo a in s o y elling he cul u al he i age o shea bu e and educa ing he US buye s’ ma ke abou he
p oduc (Elias & Ca ney, 2025). A ica, globally, has he epu a ion o being linked o beau y, na u e, and wellness and
hus p oduc s au hen ically sou ced om A ica can easily sell as wellness p oduc s. While he e a e no able success
s o ies o shea bu e , he e a e challenges in exploi ing he ull po en ial o he p oduc .
The mos ou s anding challenge in c oss-bo de business o shea bu e is he logis ics ques ion. While e-comme ce is
easy o do, he supply chain is dis up ed when i comes o sou cing he aw p oduc om A ica. La ge companies ha e
a highe demand o he p oduc and depend on a consis en supply o he same. Howe e , landlocked coun ies ha
highly depend on ai anspo ind i ha d o main ain a consis en supply, as i is cos ly (Nounagnon e al., 2024).
None heless, hese challenges ha e no s agna ed he g ow h o he shea bu e ma ke , which in 2022 had a e enue o
$511.2 million and is es ima ed o hi a ound $1 billion in 2032. These igu es a e e lec i e o he e ec s o s a egic
ma ke ing on A ican p oduc s.
4.2. Anka a Fashion
A ican cul u e has been s aged globally h ough i s sense o ashion. A ocen ic ashion wea and p oduc s ha e aken
he Ame ican ma ke by s o m. Anka a, o iginally a ashion ese ed o speci ic adi ional e en s, has been ein en ed
o ake a mode n wea scope. The A ican diaspo a communi y emb aced Anka a as a ashion, ep esen ing hei
he i age and cul u e. The ising desi e by Ame icans o he Anka a ashion p omp ed a sense o en ep eneu ship
among he A ican diaspo a (Ba u & CELIK, 2021). The success o selling Anka a as a ashion is highly a ibu ed o
social pla o ms and e-comme ce gian s. Ins ag am engagemen s play he ole o elling he s o y o ashion, while E sy,
Shopi y, and Amazon ha e played he ole o p o iding a ma ke o he A ican-made p oduc . Anka a has ea u ed on
he bigges ashion unways in Ame ica.
The adi ional link o Anka a is associa ed wi h A ican iden i y despi e using Du ch wax p in ing se s. Hand-wo en
A ican wea used o ell s o ies and ep esen special symbols in he li e cycle o A icans. Despi e being a cul u al a i e,
he A ican diaspo a b anded Anka a as a ashion ab ic which ook he ashion wo ld by a s o m. Anka a ha e an
appealing powe o consume s while emaining oo ed o A ican cul u e. Anka a p in s ha e been wo en in o all se s
o clo hes including sneake s, jumpsui s, bags, swimsui s, bags, and blaze s. The ma ke o Anka a p oduc s has been
ueled by e-comme ce pla o ms.
E-comme ce pla o ms include social media pla o ms as selle s a e able o ad e ise hei p oduc s on social pla o ms
such as Ins ag am and Tik ok, gi e i a s o y, and ge p ospec i e buye s om he pla o m. Con en ional e-comme ce
pla o ms such as E sy ha e b idged he o mal ma ke ha Anka a has eage ly needed (Pu nomo, 2023). Mos
businesses cen e ed on Anka a ashion a e A ican-owned and ew occasions owned by i s -gene a ion A ican
immig an s. The abili y o A ican diaspo a en ep eneu s o exp ess cul u al iden i y and A ican c ea i i y in Anka a
p in s has g ea ly ueled he up ake o Anka a as a b and ha ep esen s meaning and subs ance. Ma ke ing s a egies
adop ed by Anka a ma ke e s include celeb i y endo semen s, limi ed edi ion d ops, high-impac isuals, and A ican
p ide b anding. Like all businesses, Anka a ashion has been plagued by a numbe o obs acles.
Finding a consis en sou ce o high-quali y ab ic is he bigges challenge aced by A ican diaspo a en ep eneu s.
Addi ionally, high-end ashion houses ha e picked up Anka a p in design wi hou p ope ecogni ion and
compensa ion. P oduc ion cos s and supply chain opaqueness de e he g ow h o he Anka a ashion business.
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 27(02), 1956-1963
1961
Ne e heless, mos Anka a ab ic is o iginally p oduced in Asia and Eu ope, di e ing much-needed business o local
A icans.
The success s o y o Anka a ashion illus a es how he A ican diaspo a no only seek pe sonal in e es s bu also se e
as ambassado s o cul u e, p ide, and economy o hei hos coun y.
4.3. A iex
A iex is a in ech company de eloped by Tope Alabi ha enables ins an ans e o money be ween he US and A ican
coun ies like Nige ia, E hiopia, Kenya, and Ghana. The sys ems ha e made i easy, as , and e icien o c oss-bo de
business o be conduc ed (Amungo, 2022). A shea bu e a me o Anka a p in make in A ica can easily do business
h ough he pla o m wi h Ame ican en ep eneu s. A ican diaspo a who ha e s a ed businesses in hei adop i e
coun ies can de elop a mone a y ela ionship wi h hei supplie s in A ica h ough such pla o ms. A iex se es as
an o iginal A ican in ech ha speaks o he needs o local A icans who, o long, su e ed om he high cos s,
incon eniences, and slowness o adi ional emi ance me hods.
A iex is no only used o emi ance pu poses bu also o c yp o ading, business o business paymen s, and all e-
comme ce inancial needs. The as use ulness o he ool posi ions i as a key playe in unning he A ican economy
and making c oss-bo de business e ec i e o all (Amungo, 2022). The b and o A iex has la gely been sold by he
A ican diaspo a, who ha e in es ed hei us in he ool. I is an easy- o-use ool ha can be accessed h ough mobile
de ices and sol es he accessibili y di icul y p esen ed by adi ional me hods.
5. Case S udies Conclusion
The A ican diaspo a is he backbone on which c oss-bo de comme ce elies. Thei ole in p omo ing shea bu e ,
Anka a, and A iex has been magni icen in making he A ican p oduc s and se ices a success on US soil. The
applica ion and use o ma ke ing s a egies ha e helped boos he de elopmen and economic p owess o hos na ions
in he A ican con inen . The e o s ha e no only yielded business o locals bu ha e p omp ed ou is s o isi A ica
and eel he he i age and au hen ici y ha he p oduc s ep esen . Inco po a ing s a egic ma ke ing in A ican p oduc s
and se ices h ough he A ican diaspo a s ands o b ing a lo mo e gain in he o m o expo s and e enues o A ican
coun ies.
5.1. F amewo ks o pa ne ships be ween U.S. chambe s o comme ce and A ican en ep eneu s
The success o Shea Bu e , Anka a, and A iex is one o he e y ew success s o ies o A ican p oduc s. Mos A ican
en ep eneu s a e s ill s uggling o pene a e he US ma ke despi e pu ing in magni icen e o s. Economically, hey
a e hinde ed by a numbe o ac o s, including egula o y and new ma ke phobia. To deal wi h such disappoin men s,
i akes e o s om bo h A ican en ep eneu s and he US Chambe o Comme ce o c ea e amewo ks and
pa ne ships ha bene i bo h g oups (Ca e & P ice, 2021). These pa ne ships will make i easy o A ican
en ep eneu s o connec o inance, in as uc u e, and he ma ke wi h ease. Iden i ying diaspo a as a sou ce o a
s ong business ally will help in shaping hese amewo ks.
Fi s ly, he US Chambe o Comme ce, h ough i s subdi isions o cul u e and mino i y- ocus, can es uc u e i s
depa men and c ea e oom o public-p i a e pa ne ship. An in oduc ion o diaspo a business councils in he
chambe s o comme ce o bo h he US and A ican s a es would help b idge he legal equi emen s and ease he p ocess
o in oducing a p oduc in o he US. The chambe s can also o ganize ade missions ha pu A ican p oduc s di ec ly
o he US consume s. Mo eo e , he chambe s can help o ganize annual Diaspo a-A ica Summi s o A icans o
showcase hei p oduc s and inno a ions o Ame ican wholesale and e ail ma ke s. Ac i e pa icipa ion o he US
chambe o comme ce in a ai s o he A ican diaspo a business gi es a sense o legi imacy, policy access, and expanded
ne wo king in he Ame ican ma ke .
Secondly, he economic diplomacy o he US can allow o a se ing o a amewo k ha allows A ican en ep eneu s
access o digi al and physical in as uc u e. Such amewo ks can be ein o ced h ough policies ha allow mo e
alloca ion and access o Expo -Impo Bank (EXIM) inancing o A ican en u es (Kukha yk & Nubling, 2021).
Mo eo e , his can be a ained h ough s a e-le el co ido s such as he Washing on-Nai obi co ido . In as uc u al
and inancial amewo ks help new A ican en u es o access he ma ke wi h ease.
Thi dly, he US Chambe o Comme ce can secu e pa ne ships be ween Uni e si ies/Inno a ion Hubs and A ican
en ep eneu s. The Uni e si ies play hos o a lo o A ican diaspo a and can be a ho spo o showcasing A ican
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 27(02), 1956-1963
1962
p oduc s and b and building. Th ough g an s and echnological suppo , Uni e si ies gi e A ican p oduc s c edibili y
and men o ship.
Las ly, he US Chambe o Comme ce should es ablish a pa ne ship wi h A ican go e nmen s. Indi idual
en ep eneu s ind i ha d o pene a e he US ma ke because o he axa ion and egula ions se by A ican coun ies.
A one-o consul a ion and collabo a ion wi h A ican go e nmen s, he US Chambe o Comme ce will make i easy o
A ican en ep eneu s o en e he US ma ke (Abendin & Duan). This could be achie ed h ough ci y-speci ic ade
en oys, ee ade a eas, and dual- axa ion ag eemen s.
Adop ion o hese amewo ks and pa ne ships will make i e y smoo h o A ican en ep eneu s o do business in
he US. E en ually, he Ame ican ma ke will be sa is ied, A ican communi ies de eloped, and he global supply chain
smoo hed.
6. Conclusion and Policy Recommenda ions
Remi ances a e he mos popula hing associa ed wi h he A ican diaspo a. Howe e , he A ican diaspo a ep esen s
a global economic ne wo k o in es o s, ma ke e s, en ep eneu s, and policymake s. Backed by such powe , he A ican
diaspo a has he powe o eshape he global ma ke and speci ically he US ma ke . A ican p oduc s such as Shea
bu e and se ices such as A iex no only ep esen a business on bu also expo wi h hem A ican alues, us ,
inno a ion, and he i age.
Ideally, o ully exploi he po en ial o US-A ica e-comme ce, signi ican suppo in he o m o amewo ks and
pa ne ships is needed. Con en ionally, A ica-US ela ions a e based on aid, whe eas hey should be ancho ed on
oppo uni ies ha ensu es A ican made p oduc s and se ices pene a e he US ma ke in a sys ema ic global supply
chain. S a egic ma ke ing is key in ensu ing p oduc s ind hei way inside he e ail, ech, and consume s sec o s o
he US.
Compliance wi h e hical s anda ds
Disclosu e o con lic o in e es
No con lic o in e es o be disclosed.
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