By Dr. Julie Ducharme
From 2 a.m. to 6 a.m. on weekdays, Morenike Ogunjobi, a 26-year-old entrepreneur in Lagos, Nigeria, is hard at work in her kitchen. She crafts an array of delectable dishes, from stir-fried spaghetti to yam porridge and native rice, all meticulously garnished with fried plantains, fish, and tender meats. But Morenike’s customers aren’t nearby; she packages these meals in transparent containers, sealed with her branded polythene bags. By 7 a.m., a dispatch rider arrives to collect these culinary creations, delivering pre-ordered homemade breakfasts to customers across Lagos.
Women like Morenike, affectionately known as Mummy Mo, are tapping into the power of e-commerce through social media and platforms like Food Sasa to propel their businesses forward. Food vendors have seamlessly integrated into the burgeoning digital informal economy, reaping its benefits. However, it’s not just food vendors; women across Africa are increasingly relying on online platforms as a vital source of income. Africa’s e-commerce behemoth, Jumia, revealed that 51 percent of vendors on its platform are women, accounting for 33 percent of the total merchandise value sold between 2019 and 2020.
According to the World Bank, 58 percent of all micro, small, and medium-sized enterprises (MSMEs) in Africa are women-owned. Yet, one of the primary drivers pushing women into entrepreneurship is unemployment. Despite their significant presence in the business landscape, the World Bank reports that women-owned enterprises are 34 percent less profitable than those owned by men.
How can we foster sustainable economic solutions through education and entrepreneurship globally?
This question arose when discussions about entrepreneurship needs in Africa surfaced. It became apparent that many African students were pursuing education abroad but failing to reinvest their knowledge and skills back into their home communities and economies. Moreover, despite 400,000 individuals participating in a one-month entrepreneurship course annually, business success rates remained low, even with the government allocating $450 million yearly to support new startups. Notably, women aged 17 to 24 constituted the primary demographic of entrepreneurs. It became evident that what was lacking was comprehensive education on monetizing skills effectively.
Further research uncovered that while many colleges offered entrepreneurship programs, few provided an end-to-end curriculum guiding students from business inception to launch, with ongoing mentoring support post-graduation. Additionally, the diverse cultural norms across African countries necessitated an adaptable program catering to regional nuances. For instance, societal attitudes in Africa often stigmatize women engaged in gig economy work, labeling it as illegitimate employment. Consequently, women conceal their occupations from their families to avoid scrutiny. However, educating individuals on how the gig economy can offer sustainable economic solutions, particularly in developing countries, is imperative for fostering entrepreneurial success.
A recurring theme emerged from global research: women across various cultures sought solutions that enabled them to work while maintaining flexibility to care for their children. Thus, there’s a universal demand for comprehensive education empowering women to establish and manage successful businesses.
Moreover, millions of women worldwide exited the job market during the COVID-19 pandemic to care for their children as schools and daycares shuttered. Research by McKinsey & Company highlighted that women, especially those with children, were disproportionately affected, exacerbating existing gender disparities in the workforce.
Gig economy appears to be the successful path for women worldwide. Let’s join together in bringing more women into the gig economy world and helping them change their lives and create generational wealth for their families.
