Mastercard research: Women in Saudi Arabia are driving the future of entrepreneurship

• New Mastercard research reveals strong entrepreneurial ambition among Saudi women, with increasing opportunities to unlock economic impact
• 78% of women and 80% of men have a similar level of interest in starting their own business

Riyadh, Saudi Arabia, 5 March 2025: Women in Saudi Arabia are increasingly stepping into the world of entrepreneurship, with 78% considering starting their own business, according to Mastercard’s latest research, released ahead of International Women’s Day 2025. As the country continues its economic transformation under Vision 2030, fostering an enabling environment for women entrepreneurs will further accelerate growth and innovation in the Kingdom.

As part of its commitment to advancing financial inclusion and fostering an inclusive digital economy, Mastercard has launched this report across its Eastern Europe, Middle East, and Africa (EEMEA) region, including Saudi Arabia – an initiative designed to champion women entrepreneurs, provide key business insights, and drive tangible solutions to break down systemic barriers.

“This research highlights the entrepreneurial drive among women across Saudi Arabia, particularly younger generations. While progress has been made, key challenges remain, reinforcing the need for stronger support networks. At Mastercard, we are committed to fostering an inclusive digital economy and equipping small businesses with the tools they need to grow and thrive,” said Selin Bahadirli, executive vice president, Services, Eastern Europe, Middle East and Africa, Mastercard.

Saudi Arabia’s entrepreneurial landscape
In Saudi Arabia, a significant proportion of men and women identify as entrepreneurs (42% men, 34% women), reflecting the Kingdom’s evolving business landscape. Among those who consider themselves entrepreneurs, 44% of female millennials identify with this role, demonstrating strong ambition among younger generations.

The study further reveals that Saudi women are most likely to start businesses in food and drink (30%), education (27%), and cosmetics (24%). Key motivators for women pursuing entrepreneurship include the belief that their ideas can change lives (33%), the desire for a better work-life balance (29%), and the ability to pursue their dreams (25%).

Women-led businesses in Saudi Arabia remain optimistic about growth, with 90% of female entrepreneurs expecting revenue increases over the next five years. However, challenges persist, with 31% of women believing that launching a business is “not possible for someone like them,” highlighting a crucial confidence gap.

Unlocking greater opportunities
Despite strong ambition, Saudi women recognize areas where additional support could accelerate their success. The study highlights that:

• Women are more than twice as likely as men (24% vs. 11%) to cite lack of confidence as a barrier to starting a business.
• 32% of women state that lack of funding is the primary challenge to starting a business.
• 39% of female founders cite not knowing where to start with a business plan as a major obstacle, reinforcing the need for greater mentorship and resources.

Encouragingly, women entrepreneurs in Saudi Arabia are increasingly leveraging side hustles to gain financial independence. 47% of women currently have a side hustle, with freelancing (35%), selling products online (31%), and tutoring (27%) ranking among the most popular income streams.

AI and digital security are also shaping the way women entrepreneurs in Saudi Arabia run their businesses. While 80% of women business owners regularly use AI, they are slightly less likely than men (86%) to rely on it for decision-making. Meanwhile, 27% of women entrepreneurs have been targeted by fraudsters, reinforcing the importance of secure digital transactions.

The findings reinforce that Saudi women have the drive and ambition to shape the future of business, yet key barriers remain. As International Women’s Day 2025 approaches, Mastercard remains committed to fostering an inclusive digital economy—one where women entrepreneurs are not just supported but celebrated as key drivers of economic progress