The way Emaswati discover and shop local could be changing, with the official launch of Buy Eswatini bringing a new digital shopping platform to the local market.
The e-commerce platform was officially unveiled on Day 7 of the 2026 Eswatini International Trade Fair during the Business Seminar Programme at the Mavuso Trade and Exhibition Centre.
Held at the Green Chamber, the launch brought together buyers, sellers, stakeholders and members of the media as Buy Eswatini introduced its online shopping platform and new visual identity.
More than simply creating another place to shop, the initiative is positioning itself as a platform where local businesses can be discovered, supported and connected to customers beyond the traditional marketplace.
For consumers, Buy Eswatini presents an opportunity to find products from homegrown businesses in one digital space, while giving entrepreneurs another avenue to showcase what they have to offer.
EIPA CEO Sibani Mngomezulu used the occasion to encourage Emaswati to actively support the initiative, emphasising the importance of buying local and backing businesses that are building their brands within the Kingdom.
Representing the Minister for Commerce, Industry and Trade, Principal Secretary Ambassador Melusi Masuku described the launch as an important national milestone, highlighting its potential to modernise local trade and give Eswatini businesses greater access to regional and international markets.
A major part of the platform’s appeal is its focus on making local products more visible.
For small businesses that may not have the resources to reach large audiences on their own, having a dedicated digital marketplace could provide another way to connect with potential customers.
The platform also brings together different parts of the shopping experience, including vendor registration, logistics and payment solutions, creating a more structured digital environment for both sellers and buyers.
Beyond the online platform, Buy Eswatini’s new visual identity was also unveiled at the launch.
The branding is intended to represent national pride, quality and unity among local businesses as they compete in an increasingly digital marketplace.
While shopping habits continue to evolve, the launch arrives at a time when consumers are increasingly discovering brands through their phones and social media.
For local entrepreneurs, having a stronger digital presence is becoming just as important as having a physical storefront.
Buy Eswatini is now inviting businesses and consumers to be part of that shift, with the platform aiming to create more opportunities for local enterprises while encouraging Emaswati to put their money behind homegrown products.
Visitors to the Eswatini International Trade Fair can also find the Buy Eswatini stall at the main arena and learn more about the platform.
For a country with an ever-growing community of entrepreneurs, creatives and small businesses, the launch signals an exciting step towards making local products easier to find and perhaps giving ‘shop local’ a whole new meaning.
