How E-commerce Platforms Boost Women’s Economic Inclusion

Women drive the majority of purchasing decisions globally, yet they remain underrepresented as business owners and sellers. This imbalance is more than a social issue – it’s an economic inefficiency.

According to the UN Women Gender Snapshot, closing the gender digital divide could boost global GDP by $1.5 trillion and lift 30 million women out of poverty. Bridging this divide is increasingly seen as one of the most direct ways to unlock inclusive growth.

E-commerce as a catalyst for inclusion

E-commerce is beginning to shift this dynamic. By lowering barriers to entry and bypassing traditional retail structures – often shaped by entrenched gender roles – digital platforms are enabling more women to participate in entrepreneurship. With just a smartphone, access to logistics, and a digital storefront, women can now launch businesses from their homes, reaching customers far beyond their local communities.

In China, Alibaba Group has been at the forefront of this transformation through its Taobao villages initiative. These rural e-commerce hubs have revitalized local economies and helped to alleviate poverty by connecting small producers to national and global markets. The model provides training, logistics, and digital infrastructure, making it easier for individuals with limited resources to start selling online. Notably, around half of the sellers in these villages are women—double the share seen in traditional business sectors in China.

A similar shift is underway in Southeast Asia, where Shopee has built a strong ecosystem for first-time entrepreneurs. The platform offers training programs in local communities that teach sellers how to use digital tools, market their products, and engage customers through live streaming and short-form video—tools that are especially valuable for women balancing business and household responsibilities. This approach has increased digital literacy and created new economic opportunities for women, who make up more than half of business owners on the platform.

The rise of women-led marketplaces in Eurasia

One of the largest e-commerce platforms in Eurasia, Wildberries, has become a standout example of female entrepreneurship. The company was founded by a stay-at-home mother, Tatyana Kim, who wanted to simplify shopping for young mothers while she was on maternity leave. Today, Kim is one of the region’s most prominent female entrepreneurs, while women make up approximately 58% of sellers on the platform—marking a significant departure from traditional business demographics in the region.

Wildberries places a strong focus on supporting women’s advancement in digital commerce skills across the countries where it operates. The company has trained young women from low-income families in Kyrgyzstan as part of its Girls in IT initiative and carries out educational programs for entrepreneurs in Central Asia, where female participation in business remains low.

Speaking at a regional economic forum, Kim said that digital platforms have drastically lowered the barrier to business entry, so that anyone can now launch and run a business with just a smartphone. She added that these platforms create new opportunities for women entrepreneurs, strengthen women’s economic role in Central Asia, and help to advance gender balance and financial independence in the region.

International expansion could bring change

Despite this progress, gaps remain. On global platforms like Amazon, women account for roughly one-third of sellers. And in parts of Africa and South Asia, challenges such as lower internet penetration, rural connectivity, and cultural norms continue to limit women’s participation in business.

The expansion of large e-commerce players into these markets could accelerate change. In April 2026, Wildberries entered Africa with the launch of sales from Ethiopia. As the company grows its presence, its digital infrastructure and seller support programs are expected to boost opportunities for women-led small businesses.

The broader economic case for gender inclusion is clear. According to the International Finance Corporation, improving women’s access to economic opportunities can significantly reduce poverty and help unlock a value gap estimated at $300 billion.

From rural China to Southeast Asia, Central Asia, and now Africa, digital marketplaces are reshaping who gets to participate in the economy. While challenges remain, the direction is clear: by lowering barriers and expanding access, e-commerce platforms are not only transforming retail—they are helping to redefine women’s role in global economic growth.