E-commerce and woman entrepreneurs: A data mining of e-commerce statistics in Indonesia

Abstract

The rapid ICT development in developing countries has offered people an opportunity to participate in e-commerce. This study departed from an exploratory question in the data mining context: “What information can be revealed regarding women entrepreneurs in e-commerce?” This study adopted a data mining approach, implemented through the Cross-Industry Standard Process for Data Mining framework, using Knime Analytics Platform as a data analysis tool. The context of data analysis is in Indonesia, and the unit of analysis is a province in which the e-commerce related data were aggregated per province. The result revealed that women e-commerce entrepreneurs were likely to have higher educational backgrounds and were younger than men entrepreneurs. In provinces where the percentage of e-commerce firms is low, women entrepreneurs contributed more than men. The finding provided evidence of the role of women e-commerce entrepreneurs in the country context. The policymakers and agents promoting woman empowerment might focus on facilitating women to enter e-commerce, especially in provinces with lowe-commerce adoption.