New study reveals 78% of women in EEMEA want to be entrepreneurs

A new study by Mastercard reveals that 78 per cent of women across Eastern Europe, the Middle East, and Africa (EEMEA) aspire to start their own business, signalling a strong shift toward entrepreneurship in the region. The research, released ahead of International Women’s Day 2025, highlights increasing ambition among women entrepreneurs, with 89 per cent expecting their revenue to grow over the next five years.

Entrepreneurial ambitions are particularly high among younger generations, with 89 per cent of female Gen Z in EEMEA expressing interest in launching their businesses, surpassing global averages. This reflects a significant generational shift toward business ownership.

“The entrepreneurial spirit among women in EEMEA is strong and growing, with younger generations leading the way. With access to the right financial tools, mentorship, and digital resources, women entrepreneurs can unlock new business opportunities, drive innovation, and contribute significantly to economic development.

“At Mastercard, we are committed to navigating barriers and fostering an ecosystem where women-led businesses can thrive,” said Selin Bahadirli, executive vice president of services, Eastern Europe, Middle East and Africa, Mastercard.

Women in EEMEA: A thriving entrepreneurial landscape

Across EEMEA, 51 per cent of women consider themselves entrepreneurs, closely aligning with men (54 per cent), the report showed.

Millennials (55 per cent) and Gen Z (57 per cent) are the most likely to identify as entrepreneurs. Women in the region are drawn to industries such as food and drink (21 per cent), online retail (18 per cent), education (17 per cent), and cosmetics (17 per cent).

Among existing female business owners, healthcare (13 per cent), business services (12 per cent), and wholesale/retail (10 per cent) are key industries.

Additionally, more than half (55 per cent) of women in EEMEA have a side hustle, increasing to 61 per cent among female Gen Z. These ventures are primarily driven by a desire to earn additional income (70 per cent), achieve financial independence (51 per cent), and develop new skills (39 per cent).

Challenges and opportunities

Despite strong ambition, women in EEMEA still face challenges in entrepreneurship. The study highlights that:

• 68 per cent of women cite lack of funding as the biggest barrier to launching a business, slightly higher than men (66 per cent).
• 31 per cent believe entrepreneurship is “not for someone like them”, emphasising the need for mentorship programmes.
• 18 per cent of women, compared to 11 per cent of men, say they don’t know how to start a business, pointing to a need for business training and advisory support.

Women entrepreneurs are increasingly leveraging technology to enhance their operations, with 75 per cent regularly using AI. Among them, 85 per cent report significant cost and time savings, compared to 78 per cent of men.

However, digital security remains a concern, as 35 per cent of female business owners have been targeted by fraudsters, highlighting the need for stronger cybersecurity measures.