Fatma Collins

Fatma Collins

Ten Little, Ten Little

Fatma Collins is the CEO and Co-Founder of Ten Little, a predictive recurring e-commerce platform that makes shopping for growing kids easy, starting with shoes specifically designed for little feet. Ten Little solves the problem that countless parents, including Fatma herself, face – how to know the right size for their child’s feet and when they need size up. Created in collaboration with world-class physicians, Ten Little’s PETA-Approved vegan shoes support natural development and movement, with a foot-shaped toe box and flat, flexible soles. Ten Little helps parents find their child’s fit faster, remind them when it’s time to size up, and let them re-order instantly via text. The shoes also come with printed insoles and sneaker stickers for an added dose of fun and play.

Previously, as VP of product at the largest online art platform Artsy, Fatma led the product, design and data organizations, launching Artsy’s first global transactional marketplace and the most comprehensive discovery-to-collect app for art lovers and buyers. Before joining Artsy, Fatma oversaw Partner Experience at e-commerce startup, where she built products for’s retail and brand partners ahead of the company’s launch, through its hyper-growth phase and following its 2016 acquisition by Walmart. At Walmart, she established the first company-wide data platform enabling specialty category experiences across Walmart US eCommerce. Prior to her tenure at, Fatma served as the Director of Product Management at the global ecommerce company Rakuten and spearheaded key initiatives for the business, including universal checkout and cross-border e-commerce.

Fatma has advised and consulted startups in a wide range of industries ranging from hardware to consumer goods. She holds a BA in economics from Grinnell College and the London School of Economics and an MBA from MIT Sloan.

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