Markets in Africa are built on networks of small businesses, many of which are heavily populated by women. In agricultural markets signed up on Amana Market, women make up over 56% of traders, actively shaping local economies through their entrepreneurial efforts. Yet, despite their numbers, we observed that 98% of market leadership positions in these markets are occupied by men.
Through our work at CoAmana, we have observed women embracing digital tools and financial access not just individually but collectively—forming informal support networks to guide and educate each other. Women traders actively seek out new technologies, sharing knowledge on digital tools, market trends, and payment systems to enhance efficiency. Beyond adopting these innovations, they demonstrate exceptional fiscal responsibility, with high repayment rates and strategic reinvestment in their businesses. Their leadership emerges organically as they create peer-led systems of support, ensuring that opportunities provided are maximized for the benefit of entire communities, even without formal titles or positions.
On Amana Market, women traders not only make up a significant portion of participants but also demonstrate exceptional financial responsibility, with repayment rates exceeding 96%. Their ability to navigate pricing fluctuations, manage supply chains, and reinvest earnings into their businesses underscores their economic influence.
In the agritech space, women continue to lead transformative change. Hafsah Jumare, CEO of CoAmana and Rose Goslinga, CEO of Pula Advisors, are pioneering solutions that bridge gaps in financial access and market efficiency for farmers and traders. Peninah Wanja, founder and managing director of DigiCow, has revolutionized digital solutions for dairy farmers, helping thousands of smallholder farmers improve productivity. Claire van Enk, CEO of Farm to Feed, is tackling food waste and creating sustainable market systems. Additionally, leaders like Kristin Peterson of Sprout, Adanma Abalunam at CoAmana, and Yonodu Okusaga at VfD are driving innovation in digital agriculture, financial technology, and supply chain optimization. These women exemplify how female leadership in trade and agritech is not only possible but essential for driving economic growth and sustainability in Africa.
While progress has been made in corporate and startup leadership, much work remains to be done in the informal sector. For markets to truly thrive, there must be a conscious shift toward integrating women into leadership roles in the informal sector as well. The disparity between representation in formal and informal sectors creates an imbalance that affects decision-making and resource allocation. By breaking these barriers, we can ensure that policies and structures are inclusive, fostering an environment where women can lead not just in the boardroom but in the markets and networks that sustain African economies.
When women are absent from leadership, policies and decisions affecting female business owners are often made without their input. This exclusion limits access to financial resources, infrastructure, and market opportunities that could otherwise strengthen the entire business ecosystem. Encouraging more women to take on leadership roles in informal and formal sectors is essential for fostering inclusive economic development.
Empowering women with leadership training, financial literacy, and digital tools is one way to bridge this gap. We at CoAmana have actively worked to integrate women into leadership networks by providing access to enterprise management tools, market intelligence, and financing solutions tailored to women-led businesses.
The presence of women in leadership is a catalyst for stronger, more resilient economies. By addressing systemic barriers, creating mentorship programs, and fostering an environment where women’s contributions are valued, Africa can unlock its full economic potential. Supporting women in trade and leadership is not just about equity—it is about economic strategy.
The future of Africa’s markets depends on the active participation of women at all levels. By accelerating action and embracing inclusive leadership, we can build a more flexible, viable, and prosperous business landscape for all.
Women have long been the backbone of trade in Africa, demonstrating resilience, adaptability, and financial expertise. While societal structures have traditionally limited their visibility and influence, the tides are shifting. Women are no longer just participants in trade; they are leaders, innovators, and key drivers of economic growth. As their roles continue to evolve, it is imperative to recognize and support them, providing the necessary resources and opportunities for them to thrive. The future of African trade is undoubtedly female, and investing in women is an investment in the continent’s economic prosperity.