Building on the experience of UNCTAD's eTrade for Women initiative, and more specifically on the first cohort of eTrade for Women Advocates, this paper reviews the main obstacles that women digital entrepreneurs encounter in developing countries. It sheds lights on the entrepreneurial paths of the Advocates, who have been at the forefront of the digital transformation in their respective regions, and highlights some of the factors that have been instrumental to their success as business leaders. It also explores actionable measures that could be put in place to help more women follow in the footsteps of the Advocates to grow successful digital businesses and be influential players in the digital economy