Empowering Women in E-Commerce: Motivations, Challenges and the Impact of Role Models in Shaping India's Female Entrepreneurs

Abstract

In India, the journey of women towards entrepreneurship, particularly in the e-commerce sector, is influenced by deep-rooted societal norms and a male-dominated sociological structure. Despite these challenges, the advent of e-commerce has provided women with unique opportunities to achieve financial independence, work flexibility, and business success. This study examines the factors motivating women to become e-entrepreneurs, the challenges they face, and the role of successful female entrepreneurs as role models. The primary motivations identified include the flexibility in work hours, desire for financial independence, and passion for the industry. Major challenges encompass technical difficulties, limited access to funding, and gender bias. Notable women entrepreneurs like Namita Thapar, Ghazal Alagh, and Vineeta Singh are admired for their contributions and serve as inspirations. The findings underscore the importance of e-commerce in empowering women and highlight the need for continued support, targeted policies, and societal change to foster gender equality in entrepreneurship. This evolution within the e-commerce sector signifies a transformative shift towards greater financial independence and self-reliance for Indian women.