SHE100: Trailblazers of Enterprise — The Story of Fatoumata Ba

Today’s deep dive marks the final feature in our SHE100 series celebrating women in business.

Throughout this series, we have spotlighted African women who are building and scaling enterprises across industries, shaping markets and creating opportunities across the continent.

In this edition, we turn our attention to Fatoumata Ba, a Senegalese entrepreneur known for her role in building and expanding digital commerce platforms in Africa.

Early Life and Education

Fatoumata Ba was born in Senegal and later pursued higher education in France, where she studied International Business and Finance.

Her academic background and exposure to global markets provided a strong foundation for her eventual entry into Africa’s emerging digital economy.

Entrepreneurial Journey

Fatoumata Ba’s entrepreneurial journey is closely tied to the rise of e-commerce in Africa.

She became a key figure in the early growth of Jumia, one of the continent’s largest online retail platforms.

She played a central role in launching and scaling Jumia Senegal, helping to establish the company’s presence in the West African market at a time when online shopping was still developing across the region.

Building in the Digital Economy

At Jumia, Fatoumata Ba worked on building operational structures necessary for e-commerce growth, including:

• Logistics and delivery systems

• Vendor onboarding and marketplace expansion

• Customer acquisition and trust-building strategies

Her work contributed to making online retail more accessible and practical for consumers in Senegal, where infrastructure and digital adoption were still evolving.

Expanding into Venture Building

Following her time at Jumia, Fatoumata Ba went on to co-found Janngo Capital, a platform focused on supporting and scaling technology-enabled businesses across Africa.

Through Janngo Capital, she has been involved in backing startups that operate in sectors such as:

• digital services

• financial technology

• logistics and mobility

This phase of her career reflects a shift from building a company to supporting the growth of multiple businesses across the continent.

What Makes Her Stand Out

• Early builder in African e-commerce: She played a key role in launching and scaling Jumia Senegal during the early stages of online retail in the region.

• Operational execution in emerging markets: Her work focused on solving practical challenges like logistics and customer trust.

• Transition from operator to ecosystem builder: She moved from running a business to supporting other entrepreneurs through investment and venture building.

• Pan-African business perspective: Her work spans multiple markets, contributing to the broader digital economy in Africa.

Impact and Legacy

Fatoumata Ba’s career reflects the evolution of Africa’s digital business landscape — from building foundational e-commerce platforms to supporting the next generation of startups.

Her work has contributed to expanding access to online commerce while also supporting the growth of technology-driven enterprises across the continent.

As this chapter of the SHE100 series comes to a close, stories like Fatoumata Ba’s highlight the diversity, resilience, and innovation that define women in business across Africa.

Together, these profiles reflect not just individual success, but a broader shift in how women are building and leading enterprises across the continent.

Missed our previous feature? Read the full story of Uloma Rochas Nwosu: SHE100: Trailblazers of Enterprise — The Story of Uloma Rochas Nwosu