Saudi Arabia is witnessing a marked shift in women’s economic empowerment thanks to the rapid rise of e-commerce, a trend that aligns closely with the Kingdom’s broader modernisation agenda under Vision 2030. Digital payment platforms, streamlined regulations and social reforms have combined to open new avenues for Saudi women to start businesses, generate income and participate more fully in the country’s evolving economy.

In 2024, e-commerce sales in the Kingdom reached 197.4 billion Saudi riyals — underscoring the scale of the opportunity presented by online retail.

At the same time, women have come to lead some 45 percent of small and medium-sized enterprises (SMEs), a dramatic shift in a previously male-dominated business landscape.

Female labour-force participation has risen from around 17 percent in 2015 to 36.2 percent in the third quarter of 2024, surpassing the original Vision 2030 target of 30 percent.

This growth reflects not only increased female entrepreneurship, but also greater acceptance of women working across sectors, supported by legal reforms on equal pay, anti-harassment protections and expanded parental leave benefits.

Digital commerce has proved particularly well suited to the evolving preferences and constraints faced by many Saudi women.

Surveys indicate that women value e-commerce for its convenience, flexibility and broad selection, allowing them to balance work, family, and social expectations more easily than traditional retail or office-based jobs.

For many aspiring entrepreneurs, online platforms lower the barriers to entry — often requiring only modest startup capital, digital literacy and a smartphone — enabling women across cities and regions to launch ventures ranging from retail and fashion to technology and services.

Academic and policy research supports these developments.

A recent study of women entrepreneurs in major Saudi cities found that product innovation, risk-taking and perseverance significantly boost the likelihood of business success in a rapidly evolving market.

Broader analysis underlines how enhancing access to finance, streamlining licensing and reducing discriminatory barriers remain critical for scaling female-led ventures.

Still, challenges endure.

Representation of women in senior leadership positions across many industries remains low, and persistent societal attitudes and cultural norms — especially outside major urban centres — continue to limit women’s access to high-level executive roles.

Wage gaps and uneven regional development further complicate the picture, meaning the economic opportunities unlocked by e-commerce do not yet benefit all women equally.

For the Kingdom, however, this transformation carries economic as well as social significance.

By drawing more women into entrepreneurship and digital commerce, Saudi Arabia is diversifying its economy beyond oil dependence and nurturing a more inclusive, innovation-driven private sector.

The interplay between legal reform, digital infrastructure and women’s economic agency suggests that e-commerce may become a cornerstone of the Kingdom’s long-term strategy for sustainable growth and gender-inclusive development.

Whether the momentum continues will depend on sustained policy support, improved access to financing, and cultural shifts to ensure women’s full participation — not just as consumers, but as business leaders shaping the future of Saudi commerce and society.