The adoption of the African Continental Free Trade Area (AfCFTA) Protocol on Digital Trade represents an important step towards leveraging the transformative power of digitalization to enhance economic integration across the continent, with the potential to generate new opportunities for economic expansion. Nevertheless, the realization of this potential is confronted with the fact that the African economy is still predominantly cash-based, where direct payment is the norm, and the prevailing "physical" nature of many African markets, where consumers still show a strong preference for a direct, tangible interaction with goods prior to purchase.