Opportunities or Threats: Impact of Digital Engagement on Marginalized Women Entrepreneurs

ABSTRACT The paper explores the experiences of social marginalization and discrimination faced by women entrepreneurs, as well as their adoption of digital resources to address these disadvantages. This study employs an interpretive approach; semi‐structured interviews were conducted with 20 women entrepreneurs in Nigeria. Findings reveal the discrimination and social marginalization faced by women entrepreneurs, which include market restrictions, difficulty to thrive, gendered expectations, sexual advancement, and the “other groups” segregation. The study further highlights how digital engagement helped women entrepreneurs overcome marginalization by expanding their market reach, transforming their businesses and creating supportive networks. However, digitalization and online presence expose them to the risk of fraud and perpetuate gender discrimination in the digital space.