Preparing women to thrive in the digital economy

According to our research, women entrepreneurs are increasingly embracing digital services, tools and platforms like e-commerce channels, AI and social media to boost their visibility and expand their businesses. Yet, persisting challenges limit women from fully leveraging these opportunities for growth and hold them back from reaching their potential. Our Head of Entrepreneurship, Elizabeth Wells, explores the opportunities and challenges women face when adopting digital tools and shares how our programmes are designed to support them in building their digital literacy and confidence so that they can embrace new technologies for growth. 

Digital adoption drives business growth and success 

Women entrepreneurs around the world rely on digital tools and services for their businesses. These are crucial for women to expand market access, build relationships with existing and potential customers, build efficiencies that save valuable time, and increase financial inclusion. This is a game-changer considering that women are often held back in these areas due to systemic inequalities.  

Our latest research, with Intuit and the World Bank’s “Women, Business, and the Law” project, highlights key findings from a survey of nearly 3,000 women entrepreneurs in almost 100 low and middle income countries. It reveals that the adoption of digital tools, especially social media marketing and digital payments, was critical to women entrepreneurs’ business success in 2024, with 63% linking it to improved business functions. 

Social media, in particular, has revolutionised business for women entrepreneurs, with nine out of ten reporting they use it daily. These platforms enable women to boost their visibility, connect with their customers, as well as market and sell their products and services at low or no cost.

Emerging technologies such as artificial intelligence have also presented many benefits for women’s businesses. In our survey, 38% of respondents reported already using AI for business, with another 26% indicating that they plan to do so in the near future. Previous research has illuminated women’s top uses of AI, which include content and idea generation, marketing and research, administrative task support, and design.

Other useful tools for women are digital payment methods like mobile money, which allows users to send and receive money using their mobile phone. This eliminates the need for in person transactions, allowing women entrepreneurs to reach more customers, accept deposits for up-front costs, and pay suppliers with ease.  Although there are some countries where mobile money is widespread, like Kenya with Vodafone’s mobile money service, M-PESA, our recent report found that on the whole, women entrepreneurs are still not leveraging the full potential of mobile money. In fact, only 12% of our survey respondents owned a mobile money or e-wallet account for business use. This is partly due to a lack of information and training that could support women in implementing these tools in their businesses.

The digital skills gender gap limits women’s businesses 

Despite the many benefits of digital technology for businesses, a lack of knowledge and skills in this area – caused by societal and cultural norms as well as structural inequalities – continues to prevent women from fully engaging. For example, gender norms around childcare and domestic responsibilities create disproportionate household workloads for women, leaving them with less money and mobility to participate in training sessions that could boost their digital literacy skills and confidence.  

Madonna Seroto, a woman entrepreneur who participated in our Road to Growth training programme in South Africa said: “I have never really given myself time to get adequate training in the digital space. Road to Growth inspired us to explore digital tools and services. I realised how much simpler they made my business running on a day-to-day basis. They help with stock control, invoicing, social media, everything. Using digital tools is amazing, you just need adequate training.” 

Many women entrepreneurs share Madonna’s opinion on the need for digital skills training. Our report found that 21% of women surveyed feel underprepared or completely unprepared for using technology and digital tools and illuminated a strong demand for training in key areas such as digital marketing, AI, and online safety. 

Building digital skills through tailored programme design 

As the business world becomes more digital, we cannot leave women behind. Doing so will widen the economic gender gap, exacerbate inequalities, and diminish human rights. It’s crucial that we support women entrepreneurs with accessible, free of charge training programmes that are truly designed to centre women – not just to meet their learning needs but also the wider contexts of their lives and environments. 

The Cherie Blair Foundation for Women has always championed the use of digital platforms across all our programmes, which are intentionally designed to enhance their digital literacy and skills.  

One example of this is our award winning HerVenture app. It provides bite-sized lessons that build women’s business skills in areas such as e-commerce, digital marketing, mobile money, and more. Like all our programmes, the app is directly informed by women’s needs: each country’s version is customised for the local context and adapted in collaboration with local partners. HerVenture can even be used offline, which is crucial for women who lack reliable internet access or electricity.  

Another example is our Road to Growth training programme, which includes lessons on a range of topics, including digital marketing and social media use for business growth. In some locations, we offer free childcare to participants so that they can access the training and focus on learning without having to worry about their child.  

Working together 

While our programmes have supported almost 300,000 women with opportunities to develop their digital skills and confidence, greater support is needed on a global scale.  

 We’re calling for: 

• The private sector to partner with NGOs to deliver targeted training programmes in AI, digital marketing, and online safety, equipping women entrepreneurs in LMICs with the skills to thrive in digital business environments. 
• Multilateral organisations to direct capital and resources into programmes that equip women entrepreneurs with digital tools, financial services, and targeted training. 
• NGOs to develop digital skills and safety training with experts, local organisations, and women entrepreneurs in LMICs to help women use digital platforms.

Read our report for a full list of recommendations.