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Women in Saudi Arabia are increasingly stepping into the world of entrepreneurship, with 78 percent considering starting their own business, according to Mastercard’s latest research, released ahead of International Women’s Day 2025. As the country continues its economic transformation under Vision 2030, fostering an enabling environment for women entrepreneurs will further accelerate growth and innovation in the Kingdom.
As part of its commitment to advancing financial inclusion and fostering an inclusive digital economy, Mastercard has launched this report across its Eastern Europe, Middle East, and Africa region, including Saudi Arabia – an initiative designed to champion women entrepreneurs, provide key business insights, and drive tangible solutions to break down systemic barriers.
“This research highlights the entrepreneurial drive among women across Saudi Arabia, particularly younger generations. While progress has been made, key challenges remain, reinforcing the need for stronger support networks. At Mastercard, we are committed to fostering an inclusive digital economy and equipping small businesses with the tools they need to grow and thrive,” said Selin Bahadirli, executive vice president, Services, Eastern Europe, Middle East and Africa, Mastercard.
In Saudi Arabia, a significant proportion of men and women identify as entrepreneurs (42 percent men, 34 percent women), reflecting the Kingdom’s evolving business landscape. Among those who consider themselves entrepreneurs, 44 percent of female millennials identify with this role, demonstrating strong ambition among younger generations.
The study further reveals that Saudi women are most likely to start businesses in food and drink (30 percent), education (27 percent), and cosmetics (24 percent). Key motivators for women pursuing entrepreneurship include the belief that their ideas can change lives (33 percent), the desire for a better work-life balance (29 percent), and the ability to pursue their dreams (25 percent).
Women-led businesses in Saudi Arabia remain optimistic about growth, with 90 percent of female entrepreneurs expecting revenue increases over the next five years. However, challenges persist, with 31 percent of women believing that launching a business is “not possible for someone like them,” highlighting a crucial confidence gap.
Despite strong ambition, Saudi women recognize areas where additional support could accelerate their success. The study highlights that:
•Women are more than twice as likely as men (24 percent vs 11 percent) to cite lack of confidence as a barrier to starting a business.
•32 percent of women state that lack of funding is the primary challenge to starting a business.
•39 percent of female founders cite not knowing where to start with a business plan as a major obstacle, reinforcing the need for greater mentorship and resources.
Encouragingly, women entrepreneurs in Saudi Arabia are increasingly leveraging side hustles to gain financial independence with 47 percent of women currently have a side hustle, with freelancing (35 percent), selling products online (31 percent), and tutoring (27 percent) ranking among the most popular income streams.
AI and digital security are also shaping the way women entrepreneurs in Saudi Arabia run their businesses. While 80 percent of women business owners regularly use AI, they are slightly less likely than men (86 percent) to rely on it for decision-making. Meanwhile, 27 percent of women entrepreneurs have been targeted by fraudsters, reinforcing the importance of secure digital transactions.