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

Abstract

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 e-commerce 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 market-related challenges.