In a move that marks another milestone in Ethiopia’s digital transformation journey, Ethio telecom has officially launched Zemen GEBEYA, a national e-commerce platform aimed at connecting producers, merchants, and consumers across the country.
The new platform — integrated within the telebirr SuperApp — is positioned as a unified digital marketplace designed to support Micro, Small, and Medium Enterprises (MSMEs), promote financial inclusion, and accelerate Ethiopia’s shift toward a digital economy under the “Digital Ethiopia 2025” vision.
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What Is Zemen GEBEYA?
Zemen GEBEYA is not just another online store. It’s a centralized marketplace built to serve a wide spectrum of users — from artisans in rural towns to logistics firms and urban consumers. The platform includes a suite of digital tools:
- A merchant portal and mobile app for sellers,
- A consumer app for buyers,
- A logistics management system,
- A dispatcher mobile app, and
- A system administration portal.
All of this is offered within the telebirr ecosystem, leveraging the growing digital payment base.
Why It Matters
Zemen GEBEYA promises wide-reaching economic benefits:
- For businesses: Expanded market reach, lower operating costs, better inventory and customer management.
- For consumers: Broader access to goods, more competitive prices, and the convenience of digital shopping.
- For the country: Economic growth, job creation in logistics and digital services, and more inclusive access to digital tools across rural and urban areas.
Ethio telecom also sees the platform as a way to strengthen financial and digital inclusion, providing a place where small producers and large enterprises can coexist — ideally without needing to set up shop in every city.
What the Public Is Saying
While the initiative has drawn praise for its ambition and potential impact, it also comes at a time when many customers are voicing frustration over Ethio telecom’s core telecom services — spotty network coverage, slow internet, and long waits for support.
Some observers question whether the company, while chasing new digital frontiers like e-commerce, mobile money, and even electric vehicle charging, might be neglecting its foundational role: providing reliable and high-quality telecom infrastructure.
One concerned voice put it this way: “We applaud the bold vision, but let’s not forget — the entire digital economy rests on dependable connectivity. Without that, even the best-built marketplace becomes a beautifully decorated hallway with no door.”
There are also growing concerns from startups and small tech firms, who feel that Ethio telecom’s deep reach and resources may unintentionally crowd out private innovators from the e-commerce space. “A national platform is a great idea — but can it leave enough room for others to grow too?” asks one startup founder.
The Long-Term Question
So what’s in the best long-term interest of Ethiopia — a telecom giant branching into everything, or one doubling down on connectivity and infrastructure first, and then enabling others to build?
Perhaps the answer lies in balance. Diversifying services can drive innovation, but the digital economy cannot thrive without the basics: reliable internet, strong infrastructure, and an open, competitive environment.
In Closing
Zemen GEBEYA is a promising step in Ethiopia’s digital journey. If supported by continued investment in connectivity and strong governance, it could become more than just a digital shopfront — it could be a launchpad for innovation, inclusion, and national growth.
For now, the marketplace is live, over 42 businesses are already onboard, and the public is watching — hoping the platform delivers not just products, but progress.
