Digitalization and Women's Employment in the Retail and E-commerce Sectors
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https://doi.org/10.5281/zenodo.13151476Keywords:
Digitalization, E-commerce, Women Entrepreneurship, Qualitative AnalysisAbstract
The study examines how digitalization affects female entrepreneurs in Turkey's retail and e-commerce sectors. Using a qualitative research design, the researcher conducted semi-structured interviews with ten female entrepreneurs to gain detailed insights into their experiences, challenges, and opportunities with digitalization. The thematic analysis identified key themes like the simplicity of starting a business, cost savings, the crucial role of social media marketing and analytics tools, and operational efficiencies achieved through digital tools. However, socio-cultural challenges such as gender biases and balancing professional and domestic responsibilities were also significant. Sentiment analysis showed that while digitalization generally received positive feedback regarding business operations and growth, socio-cultural challenges elicited negative sentiments. The findings are consistent with existing literature, highlighting the transformative potential of digital technologies while stressing the need for targeted support and digital literacy programs. This study underscores the importance of tailored interventions to empower female entrepreneurs and suggests further research on sector-specific impacts and long-term outcomes of digitalization on gender equality.
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