Empowering Women Entrepreneurs in the Indian E-Commerce Sector: Strategies, Policy Support and Enabling Factors

This study investigates the strategies, policy awareness, and enabling factors that drive the growth and success of women entrepreneurs in India’s dynamic and rapidly expanding e-commerce sector. With increasing digital penetration and changing consumer behavior, women-led online businesses have gained momentum across urban and semi-urban areas. The research draws on primary data collected from women actively involved in ecommerce ventures to analyze key determinants of their entrepreneurial journeys.Findings indicate a strong reliance on digital marketing tools, particularly the strategic use of social media platforms such as Instagram, Facebook, and WhatsApp, which serve as primary channels for outreach, branding, and customer engagement. Networking and skill enhancement have emerged as essential tools in overcoming operational and marketrelated challenges. The study also reveals a moderate to high level of awareness among respondents regarding government initiatives that support women-led enterprises. Among these, the Pradhan Mantri Mudra Yojana (PMMY) and the Open Network for Digital Commerce (ONDC) are the most commonly known and accessed schemes.Additionally, the research underscores the significance of training programs, mentorship opportunities, and improved access to financial resources and technological infrastructure as crucial components of a supportive entrepreneurial ecosystem. These factors collectively enable women to overcome structural barriers and sustain their online business models.By combining strategic, institutional, and systemic viewpoints, this study offers a comprehensive insight into the evolving landscape of female entrepreneurship in Indian ecommerce. It also provides policy recommendations to further enhance women’s participation and long-term success in the digital economy.