eTrade for Women Masterclass

Women in the Middle East digital ecosystems
Building successful companies

29-31 March, 2022



The rapid spread of digital technologies in the Arab region is creating many business opportunities. Yet, women entrepreneurs still face obstacles to grow their businesses. To help address this challenge, the eTrade for Women initiative, led by the United Nations Conference on Trade and Development, hosted its first Masterclass for women digital entrepreneurs from the Arab region. The Masterclass was organized in partnership with Mona Ataya, Founder and CEO of Mumzworld, and eTrade for Women Advocate. It gathered 15 women entrepreneurs leading a digital business in the region.

Who can apply to the Masterclass?

In order to apply to the Masterclass, you need to meet the following requirements:

Do you meet all these criteria? Join us and take a dive into the digital transformation!

Until March 10, 2022 12:00 pm

What’s in there for you?

All sessions will be delivered by renowned business leaders and experts in their fields.

The Masterclass will combine :


Dubai Time
02:00 – 02:30 p.m

Introduction to the eTrade for Women Masterclass

Welcoming remarks by:

  • Shamika Sirimanne, Director, Division on Technology and Logistics, UNCTAD
  • Mona Ataya, Founder of Mumzworld and eTrade for Women Advocate for the Arab region 
  • Jennifer Colville, Innovation Hub, UNDP

Masterclass objectives and programme overview:

  • eTrade for Women team

02:30 – 02:45 p.m.

Connecting the dots

Meet your peers! (breakout rooms)

02:45 – 03:00 p.m

Virtual Coffee Break


03:00 – 04:00 p.m.

Learning session (1)

Uncovering Investors’ Expectations

With Nour Sweid, General Partner, Global Ventures  

04:00 – 05:30 p.m.

Learning Session (2)

Understanding your Customers through Design-Thinking 

With Hamza Arsbi, founder of the Mind Lab 

05:30 p.m.

Closing of Day 1

02:00 – 02:05 p.m.


Programme of the day

02:05 – 03:00 p.m.

Learning session (3)

eCommerce in the Middle East  & the new consumer

with Karen Sewasa, Retail Industry Manager, Google MENA

03:15 – 03:30 p.m.

Virtual Coffee Break

03:30 – 05:00 p.m.

Policy Dialogue

Building inclusive ecosystems in the digital economy  


  • Ms. Rouba Arja, Gender Team, UN-ESCWA  

Panel discussion:  

  • Ms. Mona Ataya, Founder and CEO of Mumzworld, eTrade for Women Advocate   
  • Ms. Abeer Shakweer, Assistant Resident Representative, UNDP, Egypt
  • Mr. Bassam Salim, Director-General, Iraqi Post
  • Mr. Hadhri Khabbab, Director, Digital Economy and e-Commerce Development, Ministry of Trade, Tunisia 

Moderated by:  

  • Ms. Maya Gebeily, Correspondent, Thomson Reuters Foundation

This session is open to the public. Livestreaming on UNCTAD Facebook Live.

05:00 p.m.

Closing of Day 2

02:00 – 02:05 p.m.


Programme of the day

02:05 – 03:15 p.m.

Learning session (4)

Ecosystem relations and their impact on your business

With Mo Salah, Team Lead at Seedstars & Country Manager at Startup Grind

03:15 – 04:00 p.m.

Inspirational session

Interaction with Mona Ataya, eTrade for Women Advocate

04:00- 04:15 p.m.

Virtual Coffee Break

04:15 – 04:45 p.m.

Introducing the eTrade for Women Community

04:45 – 05:00 p.m.

Feedback session

  • Quick evaluation survey
  • Next steps

05:00 p.m

Closing of Day 3

Dubai Time

Public Online Events

In collaboration with our eTrade for Women Advocate

Mona Ataya

Founder & CEO of 
United Arab Emirates

Our partners for this Masterclass