From Customers to Creators: Women and the Rise of the Social Commerce Economy

, February 28, 2024, 0 Comments

women-entrepreneurs-minibag-marketexpress-inThe significant rise in the use of social media since the COVID-19 pandemic has given birth to a new era where women entrepreneurs have a broader and safer space to grow themselves and their businesses.

Platforms such as Instagram, Facebook, Twitter, and TikTok have made it easier for women to be more than just passive customers. They now find themselves being active creators, curators, and storytellers on these platforms. From being able to craft compelling narratives that captivate audiences to offering exclusive deals that entice even the most discerning shoppers, women entrepreneurs have transformed social media into a solid marketplace of ideas and inspiration.

The Rise of Women’s Presence on Social Media

Take Instagram, for example—a visual feast where entrepreneurs display their products amidst curated feeds and captivating captions. Small and micro-level women-owned businesses have taken a hit during these times. In 2021, for example, Instamojo saw an average of 15% spike in female users’, which positively indicates their interest in working on their business when presented with the opportunity. Then there is Facebook, the digital town square, where conversations flow freely and connections flourish. Female entrepreneurs have been able to harness the power of Facebook groups and pages to engage with audiences, share behind-the-scenes glimpses, and find a sense of belonging within their communities.

TikTok being the playful platform where creativity knows no bounds. With its short-form addictive videos and great pay structure, TikTok empowered tons of women entrepreneurs to highlight their products in an innovative ways.

Beyond the likes, comments, and re-shares lies something deeper—an intangible connection through authenticity, vulnerability, and shared experiences. A trend often noticed with women entrepreneurs is that they do not just sell products; their presence on these platforms tells a story in itself—one of resilience, passion, and triumph against historic oppression. By sharing their authentic selves, they inspire trust, loyalty, and goodwill among their followers transforming casual browsers into loyal customers and brand advocates.

The rise of women presence on social media is not just a trend—it is a movement, a revolution, which is rewriting the rules of entrepreneurship and redefining the very fabric of commerce.

Historical Trends for Women in Social Commerce

In the records of history, women have often played the role of silent observer rather than active participant in the realm of commerce and entrepreneurship. Gender disparities and societal norms have historically relegated women to the side-lines, limiting their ability to scale businesses and assert themselves in male-dominated industries. However, the growth of social media has heralded a seismic shift in this trend, empowering women to reclaim their voices and reshape the narrative of entrepreneurship.

The Rise of Women Presence in Social Commerce

The rise of social media has witnessed a significant surge in women’s presence and influence. Women entrepreneurs have adeptly utilized platforms such as Instagram, Facebook, Twitter, and TikTok to cultivate communities, display products, and engage with customers on a personal level.

The impact of women’s participation in the social commerce economy is far-reaching. Past evidence underscores the positive correlation between social commerce adoption and women’s empowerment, particularly during challenging times such as the COVID-19 pandemic. With motivations ranging from financial needs to personal publicity, women have been successfully able to take advantage of social commerce as a means to not only sustain their businesses but also assert their presence in the digital marketplace.

Statistics reveal that women entrepreneurs, as sellers, boast a 20% higher average order value and attract three to four times more repeat orders compared to their counterparts. This reflects the effectiveness of social commerce in amplifying women’s reach and driving customer loyalty. Further, platforms like Etsy and Facebook Marketplace have helped democratize access to entrepreneurship, enabling women to turn their passions and hobbies into viable sources of income.

Women’s Future in Social Commerce

The rise of social commerce gave a way for women to engage with entrepreneurship and commerce. It offers fertile ground for innovation, collaboration, and empowerment by transcending geographical boundaries and traditional barriers to entry.

Indeed, the rise of women in social commerce represents a significant shift in the economic landscape, one that holds promise for greater diversity, inclusivity, and gender equality. As women leverage social media platforms for economic advancement, they are not only challenging traditional norms but also contributing to the evolution of commerce itself.
Ultimately, the growth and power evident in the realm of women entrepreneurs highlight the importance of providing the right opportunities and support systems. As society continues to recognize and embrace the contributions of women in commerce, the potential for further advancements and breakthroughs becomes even more apparent. Social commerce, therefore, stands as a commendable force driving positive change and progress for our society as a whole.