African women: pioneers of e-commerce
African women shaping the future of e-commerce and digital trade, paving the way for a more inclusive digital economy.
As Africa experiences a rapid surge in internet connectivity and digital payments, a new generation of women is shaping the continent’s e-commerce ecosystem. These pioneers are not only scaling startups and building infrastructure but also helping small businesses thrive in emerging online markets.
Their rise coincides with the expansion of the African Continental Free Trade Area (AfCFTA), which is reducing cross-border barriers and enabling digital commerce to flourish. The International Finance Corporation (IFC) estimates that closing Africa’s gender gap in e-commerce could unlock $15 billion in value. Here are five influential women leading that charge.
Juliana Rotich, co-founder of Ushahidi and BRCK Inc., is a pioneering force in Kenya’s digital transformation. Renowned for building resilient, scalable tech infrastructure, she has empowered e-commerce, fintech, and edtech platforms with reliable connectivity and logistics solutions. Through her ventures, Rotich has played a critical role in advancing Kenya’s digital economy and positioning Nairobi as a hub for innovation across Africa.
Funke Opeke, founder of MainOne, has been instrumental in shaping Nigeria’s digital infrastructure. The West African tech pioneer, now part of U.S. data center giant Equinix, has revolutionized the region’s internet economy. MainOne, with a strong presence in Nigeria, Ghana, and Côte d’Ivoire, built key infrastructure including data centers, fiber-optic networks, and cloud services, driving West Africa’s e-commerce and digital business boom. The company’s high-speed connectivity has been critical in fueling online retail growth across the region.
Phuti Mahanyele-Dabengwa, CEO of Naspers South Africa, oversees one of Africa’s largest digital platforms, helping steer the group’s local operations in e-commerce, fintech, and education. Before joining Naspers, she co-founded Sigma Capital in 2015, an investment firm targeting scalable businesses across infrastructure, tech, and industrials. A vocal advocate for inclusive growth, Mahanyele-Dabengwa champions digital scaling for women-led small and midsize enterprises, aligning with national priorities for economic transformation. Her leadership reflects Naspers’ evolving strategy in South Africa’s digital economy.
AppsTech founder Rebecca Enonchong is building digital tools to help African SMEs compete globally. Based in Cameroon, she has scaled cloud-based services and consulting solutions tailored to the needs of online retailers. Her advocacy for equitable tech access continues to accelerate regional digital trade participation.
Juliet Anammah, chairwoman of Jumia Nigeria, leads one of Africa’s largest e-commerce platforms, positioning the company as a key player in digital retail adoption across the continent. With a keen focus on global consumer behavior trends and evolving business models in e-commerce, retail, and distribution, Anammah has championed initiatives that empower local vendors and reach underserved communities. Her leadership has cemented Jumia’s role in bridging the digital divide, creating opportunities for small businesses and expanding the online retail ecosystem in Nigeria and beyond.
By continuing to foster digital inclusion and breaking down barriers for women in business, these leaders are not just transforming the e-commerce landscape—they are setting the stage for Africa’s digital revolution.
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