He began his career in finance before shifting to entrepreneurship, where he created digital tools for commerce and logistics. He developed platforms for individuals, businesses, and transport companies.

Senegalese tech entrepreneur Racine Sarr is the founder and CEO of ShopMeAway, an e-commerce platform that facilitates international trade for individuals and businesses across French-speaking Africa.

Founded in 2016, ShopMeAway aims to simplify access to products from global retailers like Amazon, eBay, and AliExpress. The platform acts as an intermediary, removing obstacles related to payments, delivery times, and geographical restrictions.

In addition to its international business, the startup promotes local products through a dedicated "Made in Senegal" section, giving artisans and producers broader market access. The company also launched SAWA, a digital logistics platform in 2019 that connects transportation stakeholders across Africa to digitize and standardize a fragmented sector.

SAWA supports the movement of goods and B2B services, with the goal of reaching two million direct users, including online shoppers, small and medium-sized enterprises (SMEs), and logistics professionals. The platform aims to enhance service interoperability, reduce costs, and promote regional trade as it prepares to expand into Uganda and broaden its partnerships across the continent.

Sarr graduated from Paris Dauphine-PSL University with a master's degree in finance in 2004. He began his career in 2005 as a project manager at Exane, a French investment bank. He later joined BNP Paribas Securities Services as a Forex trading assistant.

In 2007, he became a consultant at CSC, a global technology company, before moving to Société Générale Corporate and Investment Banking in 2008 as a special operations manager.

Melchior Koba