Leveraging social media: A catalyst for women entrepreneurship

Social media is revolutionising women's entrepreneurship in Bangladesh, unlocking unparalleled opportunities for growth and empowerment. Success stories like 'Sarin's Store' and 'Rapunzel's Secret' highlight this transformation. 

Launched in 2016, Sarin's Store began as a Facebook-based business selling imported accessories. Over time, it transitioned to offering organic beauty products crafted from secret family recipes. The business operates exclusively on Facebook, leveraging influencer marketing and collaborations with beauty bloggers to rapidly expand its reach across the nation.

Similarly, Rapunzel's Secret, founded by nutritionist Sazia Hasan Izu, demonstrates the entrepreneurial opportunities fostered by social media. Using her grandmother's hair oil recipe, she initially sold products to her Facebook friends. By creating a dedicated Facebook page and group, she engaged directly with customers, growing her business exponentially. 

Today, Rapunzel's Secret sells over 3,000 bottles monthly, with international orders showcasing the scalability of social media-driven ventures.

Starting as small-scale ventures on Facebook, these businesses scaled rapidly, leveraging cost-effective tools like influencer marketing to engage customers nationwide. This surge in digital adoption is far-reaching. Platforms like Facebook and Instagram offer user-friendly, cost-efficient avenues for women to start businesses, connect with customers, and share ideas. 

Beyond communication, social media fosters community interactions and collaborations. Meta platforms like Facebook, Instagram, WhatsApp, and Messenger dominate global digital spaces, while LinkedIn, TikTok, and YouTube serve niche audiences. 

Bangladeshi women from all socio-economic backgrounds—urban and rural—are leveraging these platforms to challenge patriarchal norms, become primary earners, and redefine gender roles. The Covid-19 pandemic further accelerated this trend, as women turned to social media to sustain and grow their businesses from home.

The numbers tell a compelling story. By early 2024, Bangladesh had 52.90 million social media users, reflecting a 22.3% increase from the previous year. 

A study by Koli revealed that 75% of Muslim women, 11% of divorced women, and 52% of married women utilise social media for income generation. These platforms not only enhance financial independence but also dismantle societal stigmas, granting women visibility in decision-making and entrepreneurship. 

Today, over 300,000 entrepreneurs thrive on Facebook in Bangladesh, with women constituting more than half—a testament to social media's role in breaking traditional barriers like limited mobility, societal norms, and financial constraints.

Social media's transformative impact is rooted in theoretical frameworks. The functionalist perspective emphasises its role in dismantling gender stereotypes and fostering income generation. 

Symbolic Interactionism views social media as a platform for women to project their ventures, while Social Capital Theory highlights trust and cooperation within digital networks. 

Networking theory and empowerment theory underscore its potential for collaboration, innovation, and transformative change, empowering women to reshape their lives and communities.

Despite these advancements, challenges persist. Harassment during live broadcasts, negative comments, and cyber threats deter many women from fully utilising social media. Historian August Bebel's observation that women were the first human beings to experience bondage reminds us of the long struggle for women's autonomy. 

Addressing these challenges requires robust cybersecurity laws, inclusive digital policies, and comprehensive entrepreneurship education. Investments in infrastructure and secure online environments will empower women to harness the full potential of social media for economic growth.

Initiatives like BRAC Business School's Women Empowerment Cell exemplify how technology can support women entrepreneurs through its training initiatives at diverse levels. This platform provides tailored upskilling programs for emerging and established entrepreneurs. 

Similarly, tools like Safecity, a crowdsourced map for reporting harassment, enhance safety and mobility, aligning with Sustainable Development Goal 5 to bridge the digital gender divide and ensure equitable access to technology.

Social media is more than a communication tool; it is a cornerstone for women's empowerment in Bangladesh. By fostering autonomy, financial independence, and societal contributions, it enables women—urban and rural alike—to balance dual responsibilities and drive economic progress. As women redefine entrepreneurship and inspire change through social media, they contribute to a more equitable and prosperous future, advancing the global agenda for gender equity.

Dr Nusrat Hafiz is an Assistant Professor and  Director of Women Empowerment Cell at BRAC Business School, BRAC University.

Nadia Afroze Disha is a Lecturer at BRAC Business School, BRAC University.

Disclaimer: The views and opinions expressed in this article are those of the authors and do not necessarily reflect the opinions and views of The Business Standard.