In a region where entrepreneurship has historically been male-dominated, Mona Ataya has emerged as a formidable force redefining what leadership looks like—especially in the digital retail space. As the founder and CEO of Mumzworld, the first and leading e-commerce platform dedicated to mothers in the Middle East, Mona’s journey is not just a business story—it’s a social transformation.
Founded in 2011 and based in Dubai, Mumzworld was born out of Mona’s realization that mothers in the region lacked easy access to quality baby and childcare products. What began as a solution to a personal challenge has now evolved into a platform with over 250,000 products, catering to more than 2.5 million mothers across the Gulf Cooperation Council (GCC) countries.
Mona’s vision was simple yet revolutionary: empower mothers with choice, convenience, and community. In a 2022 interview with UNCTAD, she explained how trust was the foundation of Mumzworld’s success. “A mother will not buy baby products unless she trusts the brand deeply,” she said. That insight has defined every customer interaction, vendor partnership, and business expansion strategy.
During the pandemic, Mumzworld saw a significant spike in demand as families increasingly turned to online platforms. Unlike many startups that struggled during the crisis, Mona’s company thrived—thanks in part to her early decision to build localized content in Arabic, invest in logistical infrastructure, and foster relationships with trusted suppliers and brands.
Her success hasn’t gone unnoticed. Mumzworld is now recognized as the most-funded women-led e-commerce startup in the region, and Mona Ataya herself has been featured in Forbes Middle East’s Most Powerful Arab Women rankings multiple times. She’s also a UNCTAD eTrade for Women Advocate, amplifying her impact beyond the business world and into global policy and entrepreneurship ecosystems.
Yet for all her business milestones, Mona’s mission remains deeply human. “Mothers are the foundation of our society,” she often says. “When you empower a mother, you empower an entire generation.” It’s this holistic philosophy—where commerce meets care—that makes her work so significant.
Mona Ataya is not just building a business—she’s reshaping the digital economy through a gendered, empathetic, and regionally rooted lens. Her story serves as a powerful blueprint for what inclusive innovation can look like in the Middle East and beyond.
