New research from Mastercard, launched ahead of International Women’s Day, reveals a compelling shift in the financial and digital inclusion across Eastern Europe, the Middle East and Africa (EEMEA).
In a bid to pursue their dreams, gain financial independence, improve work-life flexibility and make a difference in the world, entrepreneurial spirit is high among women in the region.
While women’s appetite for business ownership continues to grow. Conducted in 41 countries – including South Africa, Nigeria, UAE, Saudi Arabia, Turkey, Kenya, Egypt, Ukraine and Morocco in EEMEA – the study highlights that a similar proportion of women (78%) to men (80%) would like to start their own business in the future.
Yet challenges around confidence, funding and work-life balance persist.
Entrepreneurial potential and the gender confidence gap
Women across EEMEA are embracing entrepreneurship not just for financial independence but to drive economic growth and reshape industries. However, Mastercard’s research identifies a confidence gap – while 51% of women in the region identify as entrepreneurs, they remain less likely than men to access funding, mentorship, or opportunities to scale their businesses.
For instance, 90% of women in Kenya desire to start their own businesses – well above the regional average. In Nigeria, Mastercard is partnering with digital educators to equip female entrepreneurs with digital payments and business management skills.
Meanwhile, initiatives like Mastercard’s Women Leadership Network provide a platform for women at Mastercard to connect, collaborate, find mentors and grow into tech industry leaders.
Access to finance: Breaking down barriers
One of the biggest challenges for women-led businesses remains access to funding. The study found that women entrepreneurs in EEMEA are twice as likely as men to cite a lack of financial knowledge and confidence as barriers to starting a business. Moreover, nearly 68% of aspiring women entrepreneurs in the region say insufficient capital prevents them from launching their ventures.
In response, Mastercard is driving solutions through innovative programs.
In Saudi Arabia and Egypt, the ‘Her Voice’ campaign amplifies the stories of women entrepreneurs while offering mentorship and business-building resources.
Across UAE and Turkey, Mastercard’s partnerships with financial institutions and incubators are unlocking access to tailored financial products, ensuring that more women can turn their business ideas into reality.
Technology as a catalyst for inclusion
Digital transformation is reshaping the entrepreneurial landscape, and women across EEMEA are seizing the opportunities that fintech and digital banking present. From Turkey’s emerging tech hubs to Morocco’s expanding digital payments sector, Mastercard is committed to equipping women-led businesses with the tools they need to succeed.
Furthermore, 10 years ago, Mastercard launched the Girls4Tech™ program to inspire young girls to build STEM skills that will help them become leaders of tomorrow.
The way forward
We are committed to nurturing the next generation of small business leaders and building an inclusive digital economy where everyone prospers, providing them with solutions that can help them grow and thrive.
With two-thirds of Gen Z and millennial women in EEMEA are eager to start businesses, the time to act is now.
