IGUNGA, Jan. 2 -- AT 25, Adam Joseph is part of a growing generation of young African entrepreneurs using digital platforms to bypass traditional barriers to market access and build businesses with regional reach.

Joseph is the founder and chief executive of Safarigreen Honey, a beekeeping enterprise based in Igunga district, Tabora region, producing honey and a range of value-added bee products, including royal jelly, bee pollen, beeswax, bee bread and bee venom.

Unlike many small-scale producers who rely on local traders, Joseph has turned to social media, particularly Instagram — to market his products directly to consumers.

“Today, most customers are on social media,” he said in an interview.

“These platfor...