Empowering women entrepreneurs: digital trust and technology adoption in microbusinesses at Nakawa Market

Purpose This study aims to examine the role of digital trust in facilitating technology adoption among women-led microbusinesses in Uganda's Nakawa Market. Despite the growing global emphasis on digital transformation, women entrepreneurs in low-resource urban markets remain marginalized due to limited digital literacy, socio-cultural barriers and pervasive distrust in digital platforms. Design/methodology/approach Anchored in the Technology acceptance model and diffusion of innovation theory, this research adopts a mixed-method approach, combining quantitative data from 200 structured questionnaires with qualitative insights from 20 in-depth interviews. Findings Findings reveal a moderate positive correlation between digital trust and technology adoption (r = 0.412, p < 0.01), as well as significant effects of digital trust on customer engagement (ß = 0.428) and operational efficiency (ß = 0.302). Qualitative data highlight that barriers such as cybersecurity concerns, gendered digital exclusion and misinformation continue to suppress adoption rates. However, entrepreneurs who trust digital systems report higher client retention, improved order processing and a willingness to scale. Originality/value The study contributes to the understanding of trust as both an antecedent and a product of digital integration in microenterprise. It offers context-specific policy and practice recommendations, including targeted digital literacy programs, secure fintech platforms and inclusive infrastructure investments. By spotlighting the lived realities of Ugandan women entrepreneurs, this paper informs broader efforts to close the digital gender divide and enhance entrepreneurial resilience in Sub-Saharan Africa.