Perspectives of Young Women Entrepreneurs Towards Amazon in Pakistan: An Extension of E-Commerce in a Developing Market

This research examines the experiences and viewpoints of young female entrepreneurs in Pakistan who use Amazon as a platform to run their businesses. This study aims to gain insights into the challenges and opportunities these women face in the context of e-commerce in a developing market. The researcher carried out a qualitative research approach, to conduct interviews with ten young female entrepreneurs who use Amazon as their business running platform. Through the lens of Uses and Gratification theory and thematic analysis, this study proposes that online earning platforms and digital media serve as tools for the empowerment of women. This research argues that e-commerce platforms like Amazon have the potential to revolutionize the business landscape for young women entrepreneurs in developing markets such as Pakistan. Addressing the challenges faced by these entrepreneurs can lead to greater gender equality and economic empowerment for women in the country. The findings of this research revealed several challenges that these entrepreneurs face, such as issues related to payment methods, logistics, and cultural barriers. Nevertheless, the study also highlights the advantages of using Amazon, including the potential to reach a broader customer base, increase sales, enhance the visibility of their businesses, and most importantly the sense of empowerment and financial independence. Moreover, it also brought valuable insights into how the potential of e-commerce platforms is driving gender equality and economic development.