Entrepreneur helps women ‘go digital’ in Middle East

© Mumzworld | UNCTAD nominated Mona Ataya as an eTrade for Gals advocate in 2021.

When COVID-19 struck, a lot of persons found them selves searching on the net for the initially time in the Center East, a location the place e-commerce was weak, according to an UNCTAD index.

But thanks to Mumzworld, a Dubai-centered on the net marketplace, about 300,000 solutions for babies, little ones and mothers have been at their fingertips.

Mona Ataya, a founding partner and CEO of the marketplace, was ahead of the curve when she established up the corporation in 2011.

As a doing the job mom increasing three small children, she experienced initial-hand a market gap. “Access to products and solutions for mothers was constrained, costs were really large.”.

Ms. Ataya became enthusiastic to empower moms as a result of e-commerce, offering them accessibility to the most effective goods at the finest charges – and the aid they desired.

“We considered that if we ended up capable to develop an e-commerce ecosystem about us, we would be equipped to help remedy these extremely significant demands and fill the gaps in the industry,” she told a unique session of UNCTAD’s eCommerce 7 days 2022, working from 25 to 29 April in Geneva and on the internet.

As an eTrade for Females advocate for the firm, she’s now on a mission to empower females business owners in the location by inspiring them to get the digital leap.

Believe in and loyalty

By supporting remedy the challenges mothers confronted in the region, Ms. Ataya has created a organization that reaches 2.5 million homes and employs in excess of 350 persons.

It has turn out to be one particular of the go-to marketplaces for world models seeking to reach Middle Eastern individuals.

But she experienced to conquer quite a few worries on her road to good results, which include creating have confidence in and loyalty amid sceptical suppliers and customers.

“Suppliers didn’t believe in e-commerce,” she explained. “They thought child merchandise required to be touched and felt.”

Mumzworld also experienced to make customers’ trust in online payments and in shopping for a product they had been seeking at on a screen as a substitute of in a store, Ms. Ataya mentioned.

“A mom will not obtain her newborn merchandise from you unless of course she trusts and loves you.”

She says she won them in excess of by offering an on the net expertise that presents option, transparency and immediacy.

Thanks to artificial intelligence, her on-line shop can also personalize the services and products and solutions it gives each shopper.

“The consumer of nowadays desires to be equipped to get what she needs, when she needs it and requirements to be confident that she got the absolute ideal preference.”

More women of all ages needed in e-commerce

Despite possessing confronted issues, Ms. Ataya encourages younger women of all ages to follower her route.

“It’s not an easy route, but it is not an difficult route,” she said.

“The digitalization of the world overall economy is critical to the way the environment is moving,” she reported. “Women remain extremely underserved, and we require to carry additional of them on board.” 

She mentioned her new position with UNCTAD permits her to share her know-how, capabilities and successes with additional girls in the location and over and above.

“When you see women performing matters that are significant, that are prosperous, that are inspiring, you summon the bravery to do the exact same issue.”

Mumzworld, she states, is proof that women can thrive in e-commerce if they have a solid vision, make a group that shares it and fulfill an unfilled need to have for consumers.

“Whatever you do, make sure that it’s generating value. Really do not do points for just the professional gains.”

UNCTAD’s eTrade for Ladies initiative is supported by the governments of Germany, the Netherlands, Sweden and Switzerland.

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