Women entrepreneurs in EEMEA: Unlocking potential and driving growth

Across Eastern Europe, the Middle East, and Africa (EEMEA), women are redefining the business landscape. Mastercard’s latest research reveals a powerful trend: 78% of women in the region aspire to start their own businesses. This growing entrepreneurial spirit signals a significant shift, one that has the potential to drive economic development, innovation, and financial inclusion.

Women across EEMEA are embracing entrepreneurship at unprecedented levels. More than half (51%) identify as entrepreneurs, a number nearly equal to their male counterparts (54%). This shift is particularly pronounced among younger generations—89% of female Gen Z in the region express a desire to start their own business, surpassing global averages.

Beyond aspirations, women in EEMEA are already taking action. More than half (55%) currently have a side hustle, rising to 61% among female Gen Z. Their motivations are clear: financial independence (51%), increased income (70%), and skill-building (39%). This entrepreneurial energy is reshaping industries, with women leading businesses in sectors such as food and beverage, online retail, education, and cosmetics.

While ambition is high, challenges remain, with 68% of women in EEMEA citing lack of funding as the primary barrier to launching a business, 31% believing entrepreneurship is ‘not for someone like them’, highlighting the need for mentorship and skill-building programs, and 18% reporting not knowing how to start a business, compared to 11% of men.

At the same time, technology is proving to be a powerful enabler. Three out of four (75%) female founders regularly use AI to optimize their business operations, with 85% reporting cost and time savings. However, digital security remains a concern, with 35% of women entrepreneurs experiencing fraud attempts – highlighting the need for stronger cybersecurity measures.

Mastercard remains committed to breaking down barriers and fostering an inclusive digital economy where everyone can thrive. Through strategic partnerships with financial institutions, industry leaders, and policymakers, we are expanding access to funding, business mentorship, and digital tools. 

By equipping women with the resources they need to succeed, we are not only supporting individual entrepreneurs but also driving broader economic growth.