Women Driving Entrepreneurship In Kenya, Research Shows

Entrepreneurship in Kenya is evolving, led by ambitious and determined women who are reshaping the economy. As the world marked International Women’s Day (IWD) 2025 under the theme Accelerate Action, Kenyan women are seizing opportunities, overcoming challenges, and driving financial independence at an unprecedented rate.

New research from Mastercard reveals that 93 percent of women in Kenya considering starting or running their own business, surpassing the regional average of 51 percent across Eastern Europe, the Middle East, and Africa (EEMEA). Baby Boomers (93 percent) and Gen X women (96 percent) are at the forefront of this transformation, demonstrating their determination to achieve financial success and economic empowerment.

Women Driving the Future of Business in Kenya

Kenyan women are venturing into business at a remarkable rate, driven by financial independence, ambition, and the desire to turn innovative ideas into reality. According to the research, 45 women of Kenyan women founders started their business to follow their dream, while 41 percent sought better work-life flexibility and balance. The need for increased income remains a strong motivator, with 77 percent of women starting businesses to boost their earnings, while 68 percent see entrepreneurship as a path to financial independence. Additionally, 49 percent of women view business ownership as a means to secure their future and that of their families.

Beyond full-time entrepreneurship, side hustles are a key driver of economic activity in Kenya, with 76 percent of women engaged in additional income-generating activities. This underscores a deep commitment to financial security and resilience.

Speaking on this, Shehryar Ali, the Senior Vice President and Country Manager for East Africa and Indian Ocean Islands at Mastercard, emphasized the importance of empowering women entrepreneurs in Kenya.

“Kenyan women entrepreneurs are driving economic change with their innovation, resilience, and ambition. To accelerate their success, we must address key challenges such as access to finance, technology, and business skills. At Mastercard, we are committed to equipping women entrepreneurs with the resources, networks, and capital they need to thrive in an increasingly digital economy,” Ali said.

Women in Kenya are making a strong impact in key industries, including agriculture (35 percent), which remains the most common sector for female entrepreneurs. The food and beverage industry (22 percent) and business services (30 percent). These fields highlight the diverse opportunities available to Kenyan women in their pursuit of economic empowerment.

Challenges Hindering Women Entrepreneurs

Despite their entrepreneurial drive, Kenyan women continue to face significant challenges. Access to funding remains the biggest hurdle, with 82 percent of women citing lack of financial resources to launch their business as a major obstacle. Confidence is another key factor, as 41 percent of women feel they lack the know-how to develop a business plan. Among women who have already started a business, 63 percent say finding initial funding was their biggest challenge.

Technology and the Future of Business

Technology is increasingly shaping the business landscape for women entrepreneurs in Kenya. The research shows that 65percent of women business owners regularly use AI, nearly double the rate of their male counterparts. AI is helping streamline business operations, enhance efficiency, and reduce costs, with 66% of female entrepreneurs reporting significant time and cost savings through AI adoption.

However, the rise of digital entrepreneurship also comes with risks. Cybersecurity threats are a major concern, with 58 percent of Kenyan women entrepreneurs having experienced online fraud. Additionally, Women (49 percent) are more likely than men (37 percent) to be uncertain about how to protect their business from cyberattacks, emphasizing the importance of cybersecurity awareness and protection measures.

What Women Need to Succeed

To thrive in business, Kenyan women need greater access to funding, business training, and digital tools. Financial limitations remain a primary challenge, making access to grants, low-interest loans, and government-backed funding schemes essential. Training in financial management, marketing, and digital transformation would further equip women entrepreneurs to scale their businesses successfully.

Women business owners in Kenya are also more likely than men to seek mentorship and technology guidance, with 48 percent of women valuing support through entrepreneurial networks to provide mentorship and support. Additionally, 46 percent of women highlight the need for business planning training to build foundational skills. These insights highlight the importance of tailored support programs that address the unique challenges and aspirations of female entrepreneurs.

By breaking down barriers and providing Kenyan women with access to the right financial tools, training, and digital solutions, they can play an even greater role in strengthening Kenya’s economy. Supporting women entrepreneurs is not just about inclusion—it is about unlocking the full potential of Kenya’s business landscape and driving long-term economic resilience.