{"id":11829,"date":"2025-12-04T11:21:10","date_gmt":"2025-12-04T09:21:10","guid":{"rendered":"https:\/\/escp.eu\/thechoice\/?p=11829"},"modified":"2025-12-08T11:25:53","modified_gmt":"2025-12-08T09:25:53","slug":"women-entrepreneurs-find-digital-routes-to-growth-in-africa","status":"publish","type":"post","link":"https:\/\/escp.eu\/thechoice\/choose-to-lead\/women-entrepreneurs-find-digital-routes-to-growth-in-africa\/","title":{"rendered":"Women entrepreneurs find digital routes to growth in Africa"},"content":{"rendered":"\n

Across Africa, more women than in the past are using digital tools to build businesses that create jobs, support local artisans, improve education and tackle other problems in society. <\/p>\n\n\n\n

From selling products on Meta\u2019s messaging platform WhatsApp, to developing their own mobile apps and online marketplaces, they are using technology to reach new customers and grow their companies. <\/p>\n\n\n\n

That\u2019s according to fresh research<\/a> from ESCP Business School, the Gordon Institute of Business Science in South Africa, and the United Nations Conference on Trade and Development (UNCTAD). It finds that Africa\u2019s growing number of women entrepreneurs are boosting their local economies but still face steep barriers, from poor internet access and limited financing to gender bias. <\/p>\n\n\n\n

The research, led by Alisa Sydow<\/a>, associate professor of entrepreneurship and innovation at ESCP, shows how technology is helping them overcome some of these challenges, while calling for governments and investors to do more to turn that progress into lasting change.<\/p>\n\n\n\n

\u201cAmbitious female entrepreneurs realise that digital tools and business models can help them achieve their goals<\/strong>,\u201d Sydow says. <\/p>\n\n\n\n

\u201cThe combination of creating societal impact and solving institutional problems while using new digital technologies is fascinating. This was the starting point for exploring women’s entrepreneurship in the digital economy in Africa.\u201d <\/p>\n\n\n\n

The report compiles survey responses from 94 entrepreneurs across various regions and qualitative insights from 33 entrepreneurs in 13 African countries, shedding light on this under-researched segment of the digital economy.<\/p>\n\n\n\n

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Ambitious female entrepreneurs realise that digital tools and business models can help them achieve their goals.<\/p>\n<\/blockquote>\n<\/div>\n\n\n\n

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\"Photo<\/figure><\/div><\/div>\n<\/div>\n\n\n\n

Exporting smartly <\/strong><\/h2>\n\n\n\n

For Sydow, the key point was not the findings themselves, but what they say about progress toward gender equality in entrepreneurship. <\/p>\n\n\n\n

\u201cMost of the key findings were already well-known; we are at a stage where we don\u2019t need more studies highlighting challenges and barriers,\u201d she says. \u201cWhat we need is change and action to start improving the situation.\u201d <\/p>\n\n\n\n

One new insight from the data showed how many women are exporting goods abroad from Africa, but often without a clear strategy.<\/p>\n\n\n\n

Sydow says that 64% of women-led businesses in Africa export, but most do so on a limited scale: 68% export less than a quarter of their total sales, and 75% sell to only a few countries.<\/strong><\/p>\n\n\n\n

Most exports happen by chance, through personal connections, rather than as part of a long-term plan. \u201cIf your export business only accounts for 1% of total sales, it is probably not worthwhile,\u201d she says.<\/p>\n\n\n\n

While exporting is often unplanned, many women are very deliberate in how they use digital tools to sell their goods and services across borders. <\/p>\n\n\n\n

\u201cFor small-scale founders, Instagram and WhatsApp are some of the most important digital platforms for online sales, despite how simple they may seem,\u201d Sydow says. \u201cMost of them do not focus on building an e-commerce platform, but rather on selling directly through [social media].\u201d<\/p>\n\n\n\n

Some are also building their own apps and online platforms, showing that they are moving beyond ready-made tools like WhatsApp to create original digital products and businesses.<\/p>\n\n\n\n

Barriers that refuse to budge <\/strong><\/h2>\n\n\n\n

Yet, many obstacles remain. Access to reliable internet and affordable digital tools continues to limit growth.<\/p>\n\n\n\n

\u201cIn some countries, such as Kenya and Nigeria, access is guaranteed, but the issue is that they cost too much,\u201d says Sydow. \u201cIn countries like Benin and Mali, access may not even be guaranteed in some areas, especially outside the main cities.\u201d<\/p>\n\n\n\n

Cultural barriers also persist. \u201cWe have heard many examples, from sexual harassment during business meetings to being asked to make tea and coffee just because she was the only woman in the room,\u201d Sydow says. \u201cThis clearly shows that new policies and regulations are not enough; they must be implemented and followed<\/strong>.\u201d<\/p>\n\n\n\n

Still, many women continue to succeed despite these problems. \u201cThe strength of these women entrepreneurs is their ability to cope with and circumvent these challenges to build their businesses,\u201d she adds.<\/p>\n\n\n\n

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The strength of these women entrepreneurs is their ability to cope with and circumvent these challenges to build their businesses.<\/p>\n<\/blockquote>\n\n\n\n

What needs to change <\/strong><\/h2>\n\n\n\n

Sydow outlines three key actions for governments and investors that could help remove barriers and create better conditions for women entrepreneurs.<\/p>\n\n\n\n

First, policymakers should make international trade simpler and more accessible for women entrepreneurs. She suggests creating an online platform that helps women understand how to handle exports, payments and taxes, which can be complicated. <\/p>\n\n\n\n

Second, she says governments and banks should also improve access to finance, as many women still rely on personal savings to grow their companies. \u201cThere need to be more customised offerings, such as loans, to make it more attractive for women to ask local banks for credit,\u201d Sydow says. <\/p>\n\n\n\n

She also suggests offering tax breaks or deductions to investors who fund women-led companies.<\/p>\n\n\n\n

Finally, governments, media and business networks should help raise the visibility of women entrepreneurs and their successes<\/strong>. \u201cCommunities such as eTrade for Women are providing visibility to the excellent work women are already doing,\u201d she says. \u201cThese communities can serve as cultural change makers and role models.\u201d<\/p>\n\n\n\n

The study ultimately shows that women entrepreneurs are driving innovation across Africa, but they still need more support to grow and scale their companies.<\/p>\n\n\n\n

\u201cWe must ensure that we start changing things and tracking the changes to understand if we are moving in the right direction,\u201d Sydow says. So the next step is not more research but concrete action, putting solutions in place and tracking progress to see whether conditions for women entrepreneurs are truly improving.<\/p>\n","protected":false},"excerpt":{"rendered":"

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