How Likes and Subscribes are revolutionising women’s lives in Bangladesh

During the COVID-19 pandemic, when the world was grappling with economic disruptions, including loss of income and employment, a curious phenomenon emerged in Bangladesh – the rise of e-commerce proliferation on social media, led by women.

Social media platforms such as Facebook, Instagram and YouTube emerged as a lifeline for many women, especially in urban areas, engaging in online businesses selling handmade crafts, clothing, and food products. These ventures not only helped families survive the economic fallout but also sparked a movement of women-led entrepreneurship, reshaping the country’s financial empowerment landscape.

Social Media: A Game Changer for Women Entrepreneurs

Social media has emerged as a powerful enabler for women in Bangladesh, providing a cost-effective and accessible platform for establishing and growing businesses. In a society where traditional gender roles often restrict women’s participation in economic activities, these digital platforms have levelled the playing field, allowing for financial empowerment and narrowing of the gender gap. With social media, women entrepreneurs have direct access to larger, more diverse audiences and digital tools for managing businesses without the need for costly advertising or reliance on family members to navigate traditional market spaces.

Research underscores this impact – women using social media as their primary business platform report higher levels of financial independence and empowerment. Social media platforms allow women to market products, engage with customers, and build their brands – with flexibility, and despite preexisting societal barriers. Additionally, these platforms serve as spaces for inspiration and networking, allowing women to connect with role models and like-minded individuals, share success stories, and foster a sense of community and collaboration, leading to loyal customer bases.

Breaking Socioeconomic Barriers: A Deeper Dive

Women in Bangladesh often face socio-cultural challenges, from mobility restrictions to managing family responsibilities. Social media provides a flexible, low-cost way for women to run businesses while accommodating these constraints. Many women have successfully launched ventures in industries such as fashion, crafts, and food services, using social media to interact directly with customers, build a customer base, and grow their brands on their own terms.

Digital payment systems like bKash, now deeply integrated into social media e-commerce, have also been transformative. They allow women entrepreneurs to manage transactions seamlessly, expand their market reach, and overcome dependency on family members for financial management. Combined with the growth of logistics and delivery services in Bangladesh since the pandemic, these systems have made it easier for women to sell and deliver their products nationwide and access a broader market, all from the comfort of their own space.

The rise of Bangladeshi women entrepreneurs on social media has implications beyond boosting individual financial empowerment. Women’s increased visibility as business owners challenges societal norms and gender biases, inspiring others to follow their path. Their economic contributions, particularly in job creation, foster a ripple effect of empowerment within communities. It also addresses broader gender disparities in areas like mobility, pay, and labour force participation.

However, despite the advancements, rural women remain underserved. Limited internet access, fewer networking opportunities, low levels of digital literacy, and lower smartphone ownership among rural women are significant hurdles. According to the 2022 GSMA Mobile Gender Gap Report, only 19% of Bangladeshi women use the internet, compared to 36% of men.  Moreover, a Bangladesh Bureau of Statistics report reveals that 42% of rural women own a smartphone compared to 57% in urban areas, 3% of rural women use computers compared to 13% in urban areas, and only an estimated 23% of women in rural areas have access to the internet compared to 62% in urban areas. Addressing this digital divide is critical for ensuring that rural women can also benefit equitably from the opportunities social media entrepreneurship offers.

Ecosystem support for women entrepreneurship: What is needed

As more women embrace social media entrepreneurship, their successes have driven the development of inclusive policies and supportive initiatives in the ecosystem.

Recognizing the potential of digital platforms to drive women’s financial empowerment, in recent times, the Bangladeshi government and several private organizations have introduced several initiatives to support women entrepreneurship. These include policies to increase women’s access to digital tools, training programs, and financial support resources. For instance, innovative microfinance products and digital literacy initiatives have enabled women to launch businesses and achieve financial independence in a more informed and flexible manner.

Despite these efforts, challenges persist. Many women still lack essential skills like marketing, financial management, and digital literacy—skills that are critical to leveraging social media effectively for business growth. Targeted training programs, mentorship and networking opportunities, and financial support can help bridge these gaps. Policymakers and ecosystem enablers must also invest in expanding digital infrastructure, particularly in rural areas, to ensure women everywhere can access these transformative tools.

Overall, social media has unlocked unprecedented opportunities for women entrepreneurs in Bangladesh, breaking traditional barriers and fostering financial empowerment. By providing access to market systems, financial and marketing tools, and supportive networks, social media has become a catalyst for meaningful progress toward closing the gender gap.

To sustain this momentum, it is essential to invest in digital literacy, targeted training, and mentorship for women entrepreneurs. Policymakers, technology companies, and financial institutions must collaborate to address the challenges women face and create an inclusive digital economy that leaves no one behind.

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