Women across Eastern Europe, the Middle East and Africa (EEMEA) are demonstrating a growing appetite for entrepreneurship, with 78% who considered starting or running their own business, according to Mastercard’s latest research released ahead of International Women’s Day 2025. This strong ambition is reinforced by positive business sentiment, with 89% of women entrepreneurs in the region expecting their revenue to grow over the next five years.

The research also reveals that entrepreneurship is gaining momentum among younger generations, with 89% of female Gen Z in the EEMEA region expressing a strong interest in starting their own business, exceeding global averages.

“The entrepreneurial spirit among women in EEMEA is strong and growing, with younger generations leading the way. With access to the right financial tools, mentorship, and digital resources, women entrepreneurs can unlock new business opportunities, drive innovation, and contribute significantly to economic development. At Mastercard, we are committed to navigating barriers and fostering an ecosystem where women-led businesses can thrive,” said Selin Bahadirli, executive vice president, Services, Eastern Europe, Middle East and Africa, Mastercard.

Findings of the report:

Women in EEMEA: A thriving entrepreneurial landscape
Across EEMEA, 51% of women consider themselves entrepreneurs, a figure closely aligning with their male counterparts (54% of men). The research also highlights that millennials (55%) and Gen Z (57%) are the most likely to identify as entrepreneurs, reflecting a generational shift toward business ownership.

Women in EEMEA are particularly drawn to sectors such as food and drink (21%), online retail (18%), education, for example tutoring (17%), and cosmetics (17%), highlighting diverse business opportunities. Among existing female business owners, healthcare (13%), business services (12%), and wholesale/retail (10%) emerge as the leading industries for women-led enterprises.

The study also finds that more than half (55%) of women in the region currently have a side hustle, rising to 61% among female Gen Z. These ventures are driven by a desire to earn more income (70%), gain financial independence (51%), and build new skills (39%), reinforcing women’s increasing role in shaping the region’s business landscape.

Unlocking greater opportunities
Despite strong ambition, many women in EEMEA recognize areas where additional support can further enhance their entrepreneurial journey. The study highlights:

• 68% of women in EEMEA cite lack of funding as the biggest barrier to launching a business, slightly higher than their male counterparts (66%).
• 31% of women believe entrepreneurship is “not for someone like them,” underscoring the need for mentorship and confidence-building initiatives.
• 18% of women, compared with 11% of men, say they don’t know how to start a business, indicating a need for greater access to business training and advisory support.

Women entrepreneurs in the region are increasingly leveraging technology to enhance their business operations. 75% of female founders regularly use AI, with 85% reporting significant cost and time savings compared to 78% of men. 

In digital security, 35% of women entrepreneurs have been targeted by fraudsters, reinforcing the need for robust cybersecurity measures and digital literacy programs.

As part of its commitment to advancing financial inclusion and fostering an inclusive digital economy, Mastercard continues to invest in programs that expand access to funding, business mentorship, and digital tools, helping women entrepreneurs build, scale, and sustain their businesses. Through partnerships with financial institutions, industry leaders, and policymakers, Mastercard is unlocking new pathways for success, equipping women with the tools and knowledge needed to drive economic impact and innovation.

As International Women’s Day 2025 approaches, Mastercard remains committed to fostering an inclusive and opportunity-driven economy - one where women entrepreneurs are not just supported but celebrated as key drivers of progress.