Enquiry into digital selling in Kerala with particular reference to women entrepreneurs

This study examines the adoption of digital selling by women entrepreneurs in Kerala, India, and the factors that may inhibit or facilitate their use of digital platforms for their businesses. Using a mixed-methods approach, the researcher surveyed a sample of women entrepreneurs in Kerala. We conducted in-depth interviews with a subset of respondents to explore their perceptions and experiences related to digital selling. Our findings suggest that digital selling is viewed as a potentially valuable tool for women entrepreneurs in Kerala, but its adoption is still relatively low. Factors that inhibit the adoption of digital selling among women entrepreneurs in Kerala include limited access to technology, lack of digital literacy and technical skills, and concerns about security and trust. Our study also highlights the importance of social networks and the role of family and community support in facilitating the adoption of digital selling among women entrepreneurs in Kerala. The findings of this study have implications for policy interventions and support mechanisms that could help to encourage and facilitate the adoption of digital selling among women entrepreneurs in Kerala, with the ultimate goal of enhancing the competitiveness and growth of women-led businesses in the state.