In a small workshop in Algiers, Amina carefully stacks jars of handmade soaps into boxes while her printer hums, spitting out fresh labels. The delivery is about to head to other cities in Algeria and even overseas through a logistics company with which she partners. "Before, I sold only in my neighborhood," she says. "Now my products travel across Algeria and beyond. I never thought this was possible."
For women like Amina, going digital has opened doors that once seemed closed. Many artisans in Algeria have long faced challenges in marketing their products, reaching new customers, or competing with imports. The E-commerce for Women Entrepreneurs in MENA project, funded by the Women Entrepreneurs Finance Initiative (We-Fi) and implemented by the World Bank, set out to provide women with the tools, networks, and confidence to succeed online.
From the outset, the initiative was anchored in national institutions. Algeria established a steering committee comprising eight ministries to guide the program, ensuring alignment with existing regulations and realities, from product formalities to online payment systems. This early step endowed the effort with a strong institutional backbone and created conditions for scaling.
"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."
Institutional partners such as CNAM and ANGEM have played a key role in extending the project’s reach. CNAM provided a national platform for connecting artisans across Algeria, while ANGEM is embedding digital training into its microcredit programs. Together with private sector actors, they have trained 51 coaches in digital marketing and e-commerce. These certified coaches, including staff from CNAM and ANGEM, are now transferring their knowledge to hundreds of women entrepreneurs. So far, 119 women have completed the training, with over 74% integrating new online platforms into their businesses. The program aims to reach 300 entrepreneurs in the short term.
ANGEM is also rolling out a large-scale training cascade to sustain this effort. Starting in early 2025, 25 master trainers (one in each of 25 targeted wilayas) will receive advanced e-commerce training. Each master trainer will then train the 12 local trainers, creating a pool of 300 trainers. In turn, these trainers will mentor around 92 new entrepreneurs to reach 27,500 promoters by the end of 2025. This pyramid approach is designed to spread digital know-how far beyond the initial group of We-Fi participants.
For Amina, who produces natural soaps, the training made her business more resilient: "I gained the knowledge I needed in marketing and communication. My business is now more visible, and I can manage it with greater confidence."
And for perfume artisan Ismahane, the results were immediate: "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 extend beyond the artisans themselves. Public sector staff who transitioned into coaching roles have expanded their responsibilities, moving from administrative work into advisory services. Private consultants have also enhanced their expertise in digital entrepreneurship. As one coach noted, "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, the stories converge. Some women began with small local sales, while others started with just an idea. All progressed at their own pace, acquiring the tools to grow.
Algeria’s collaboration with the World Bank through We-Fi proves that economic empowerment is not only about financing. It is about building ecosystems where institutions, skills, and entrepreneurs advance together. As Amina hands her package to the delivery driver, she smiles: "This is more than a product leaving my workshop, it’s a future I built for myself."
