Women in the UAE are increasingly taking on the entrepreneurial spirit, with 84 percent contemplating the launch of their own businesses, according to Mastercard’s latest research, released in anticipation of International Women’s Day 2025. As more women enter the realm of business, the chances to improve access to capital, strengthen business networks, and enhance financial confidence will further propel their success and long-term development.
As part of its dedication to promoting financial inclusion and nurturing an inclusive digital economy, Mastercard has introduced this report across its Eastern Europe, Middle East, and Africa (EEMEA) region, including the UAE—an initiative aimed at championing women entrepreneurs, offering essential business insights, and driving effective solutions to dismantle systemic barriers.
“This research highlights the remarkable entrepreneurial spirit among women across Eastern Europe, the Middle East, and Africa, particularly younger generations. While progress has been made, challenges remain, reinforcing the need for stronger support. At Mastercard, we are committed to fostering an inclusive digital economy and equipping small businesses with the tools they need to grow and thrive,” stated Gina Petersen-Skyrme, Country Manager, UAE & Oman, Mastercard.
UAE women’s entrepreneurial landscape
In the UAE, there exists a nearly equal percentage of men and women identifying as entrepreneurs (47 percent men, 49 percent women)—reflecting the country’s rapidly evolving business environment. Moreover, a similar percentage of men and women in the Emirates consider themselves entrepreneurs (47 percent men and 49 percent women). This observation aligns with EEMEA-wide statistics, which indicate that 54 percent of men and 51 percent of women view themselves as entrepreneurs.
The study further uncovers that financial independence, flexibility, and social impact are the leading motivators for women pursuing entrepreneurship. While millennial women (53 percent) are at the forefront, Gen Z women (44 percent) are also increasingly stepping into entrepreneurship. The sectors where women in the UAE are most likely to establish businesses include food and drink (26 percent), online selling (22 percent), and cosmetics (19 percent), showcasing opportunities in consumer-driven markets.
Women-led businesses in the UAE also display a high level of optimism regarding growth, with 98 percent of women business owners anticipating revenue increases over the coming five years, surpassing their male counterparts (85 percent). Additionally, nearly one-third (31 percent) believe that launching a business is “not possible for someone like them,” highlighting a significant confidence gap.
Read more: Mastercard celebrates 25 inspiring women and their trailblazing stories
Unlocking greater opportunities
Despite their strong ambition, women in the UAE acknowledge areas where further support could facilitate their success. The study emphasizes that:
- Women are three times more likely than men (30 percent vs. 10 percent) to cite a lack of confidence as a barrier to starting a business.
- Sixty-seven percent of women in the UAE indicate that insufficient funding is the primary challenge to launching a business—outpacing their male counterparts (59 percent).
- Nearly 40 percent of female founders express that uncertainty regarding the initial steps of a business plan or accessing essential infrastructure are challenges, underlining the necessity for enhanced mentorship and resources.
Encouragingly, women entrepreneurs in the UAE are increasingly utilizing side hustles to achieve financial independence. Fifty-six percent of women currently engage in side hustles, compared to 52 percent of men, with freelancing, tutoring, and content creation ranking among the most popular income sources.
AI’s impact on business
AI and digital security are also influencing the operations of women entrepreneurs in the UAE, with 75 percent of women founders regularly utilizing AI. While men (61 percent) are more likely than women (54 percent) to depend on AI for decision-making, women entrepreneurs are experiencing greater efficiency improvements, with 85 percent reporting significant cost or time savings compared to 78 percent of men.
In the sphere of cybersecurity, 35 percent of women entrepreneurs have faced targeting by fraudsters, and while fewer women (48 percent) than men (72 percent) express reservations about expanding due to fraud risks, ensuring secure digital transactions remains a priority for business growth.
The findings affirm that UAE women possess the drive and ambition to shape the future of business, yet crucial barriers still exist. As International Women’s Day 2025 approaches, Mastercard continues its commitment to fostering an inclusive digital economy—one where women entrepreneurs are not only supported but celebrated as essential contributors to economic progress.
