Empowering rural women in India: E-commerce as a catalyst for holistic growth

In the picturesque villages of Uttarakhand, almost 30 women, wives of ‘Gadaria’ herdsmen, are now proudly introducing Kullu border shawls to the world. This success achieved by handloom brand Bunkar is much more than a business opportunity; it is a source of identity and recognition for these women and their communities. E-commerce has been the catalyst for this transformation; It has not only opened up job opportunities but also created a powerful shift in pride in society by empowering women across India.


Consider the story of 45-year-old Paliben. Once working as a rag picker in a textile mill, she meticulously transformed waste into beautiful, handmade items such as paper jewelry and decorative pen holders. He initially sold these creations at local exhibitions. However, with the emergence of e-commerce, he digitalized his enterprise and opened a new page in growth and success.

Historically, rural women in India have been largely excluded from the mainstream economy due to limited access to resources, markets and financial independence. However, e-commerce has paved the way for a very large, borderless market. Programs like Amazon Saheli, launched in 2017, are designed to uplift rural and small-town women entrepreneurs by providing them with the tools to start, manage and expand online businesses. These platforms streamline the online sales process and eliminate geographical restrictions, allowing women to access national and even international markets from the comfort of their homes.


With this expanded reach, rural women entrepreneurs are no longer bound by the limitations of local demand and create significant earning potential that was previously unattainable. As a result, we are seeing an increase in the number of self-reliant women who are contributing to their family’s income and helping to revitalize the rural economy by reinvesting in their communities. According to a Bain & Company report, India has the world’s third largest online shopping base with 180-190 million online shoppers in 2021. This number is expected to surpass the United States and rank second in the next two years.


With a large pool of 63 million MSMEs, 20% of which are women-owned, India has a significant opportunity to create millions of jobs. By accelerating female entrepreneurship, the country could potentially create more than 30 million women-owned businesses and create between 150 and 170 million jobs. The past five years have witnessed a remarkable shift towards online business, with 83% of Indian small businesses adopting digital platforms. A significant 65% of these businesses now generate half of their revenue from online sales. This trend underlines the immense potential of women entrepreneurs to succeed in India’s rapidly expanding digital market.



Education and digital literacy


Designed to empower rural women through e-commerce, the programs offer comprehensive training in digital skills, product management and financial literacy. For example, Amazon has partnered with organizations such as DEASRA Foundation, SEWA and TATA Power to provide educational resources that improve women’s digital literacy and entrepreneurial skills. With easy access to training modules on photography, packaging, customer engagement and pricing strategies, these women can successfully navigate the online marketplace, creating a lasting presence for their products and brands.

This digital literacy includes the basics of using smartphones and applications; This is critical as many female entrepreneurs rely primarily on mobile devices. By streamlining app interfaces for simplicity, companies are making it easier for rural women to manage their online businesses. As a result, these women gain the confidence to manage their digital storefronts independently, reducing dependence on intermediaries and further strengthening their entrepreneurial journey.


For example, I Village, a social enterprise, partnered with Amazon Saheli to empower rural women by connecting them to online marketplaces. They provide training in a variety of skills, from making incense sticks to basic computer skills and sewing. By developing these traditional skills, women in villages like Bulandshahar, Uttar Pradesh can now earn a sustainable income. I Village’s efforts not only turned women into first-time breadwinners but also educated the masses on the importance of women’s empowerment.



Financial empowerment and independence


One of the most effective aspects of e-commerce is its potential to alleviate the financial constraints that rural women often face. Traditionally, women have limited access to capital, and in many rural households financial decisions are often controlled by men. However, e-commerce platforms offer a number of support measures (digital payment integration, transparent income tracking and direct bank transfers) that increase the financial independence of these entrepreneurs.

Initiatives run by e-commerce marketplaces also play a vital role in setting achievable sales targets and tracking growth metrics, allowing rural women entrepreneurs to proactively strategize for their businesses. A steady stream of earnings through digital payments provides a stable source of income, promoting financial resilience and strengthening the transition towards economic independence. In the long term, this financial autonomy has far-reaching effects, allowing these women to confidently make critical decisions for their business and family.



Overcoming social and cultural barriers


Empowering rural women entrepreneurs through e-commerce goes beyond economic benefits; promotes social empowerment and changes cultural narratives. As these female entrepreneurs step into the roles of financial decision-makers and business leaders, they are challenging and slowly reshaping traditional gender roles in their communities. Families and communities are beginning to see women as valuable contributors, leading to wider acceptance of female entrepreneurship in rural areas.
Moreover, the collaborative nature of e-commerce often encourages women to join local self-help groups (SHGs) where they can share knowledge, network, and support each other’s initiatives. Events like E-commerce Facilitation Melas have helped in connecting SHGs to e-commerce platforms, helping women collaborate and create a supportive ecosystem. This network of like-minded entrepreneurs not only creates a common learning environment, but also strengthens their collective bargaining power, allowing them to negotiate better terms and access new opportunities.

A holistic growth story: Economic, social and personal

For rural women in India, e-commerce is more than a path to entrepreneurship. It represents a holistic growth path that encompasses skill acquisition, financial literacy, independence and social empowerment. In the process, rural women become role models in their communities and encourage the next generation to follow similar paths of growth and economic participation.


Although challenges such as regional tax differences, logistical issues, and technical literacy barriers remain, the momentum of change is undeniable. Companies and government programs are investing in infrastructure and education and are committed to scaling e-commerce initiatives in underserved areas. As these women succeed, the benefits extend beyond households, stimulating the rural economy and fostering a culture of inclusion and empowerment.


The future of rural India is brighter with women heading their own enterprises, steering both their personal and professional lives towards growth and resilience. As the e-commerce industry expands its reach, it promises a transformative impact on rural women, their families and entire communities; This impact is reflected in the economy, bridging social divides and laying the foundations for a more egalitarian and prosperous India.


In this journey, platforms like Amazon Saheli serve as crucial stepping stones, turning what were once barriers into bridges that connect rural women to the world. Through continuous support, targeted skill development and commitment to digital inclusion, e-commerce is poised to bring holistic growth to women in rural India; a growth that promises not only financial success but also profound social transformation for future generations.