Women in the UAE are increasingly embracing entrepreneurship, with as much as 84 per cent considering starting their own business, according to new research from Mastercard.
As part of its commitment to advancing financial inclusion and fostering an inclusive digital economy, Mastercard has launched its newest report across its Eastern Europe, Middle East and Africa (EEMEA) region, including the UAE, ahead of International Women’s Day 2025.
The payments giant says it is aiming to champion women entrepreneurs, provide key business insights, and drive tangible solutions to break down systemic barriers.
Mastercard found that, in the UAE, a nearly equal proportion of men and women identify as entrepreneurs (47 per cent men and 49 per cent women). This finding is consistent with EEMEA-wide statistics, which show that 54 per cent of men and 51 per cent of women consider themselves entrepreneurs.
“This research highlights the remarkable entrepreneurial spirit among women across Eastern Europe, the Middle East, and Africa, particularly younger generations,” explained Gina Petersen-Skyrme, country manager, UAE & Oman, at Mastercard. “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.”
The study also reveals that financial independence, flexibility, and social impact are the top motivators for women pursuing entrepreneurship. While millennial women (53 per cent) are leading the charge, Gen Z women (44 per cent) are also increasingly stepping into entrepreneurship. The industries in which women in the UAE are most likely to launch businesses include food and drink (26 per cent), online selling (22 per cent), and cosmetics (19 per cent), reflecting opportunities in consumer-driven markets.
Women-led businesses in the UAE are also highly optimistic about growth, with 98 per cent of female business owners expecting revenue to increase over the next five years, surpassing male business owners (85 per cent).
More support required
Despite strong ambition, women in the UAE recognise areas where additional support could help them accelerate their success. Sixty-seven per cent of women in the UAE state that not having enough funding is the primary challenge to starting a business – outpacing their male counterparts (59 per cent).
Meanwhile, nearly 40 per cent of female founders say that not knowing where to start with a business plan or accessing key infrastructure are challenges, reinforcing the need for greater mentorship and resources. Confidence also emerged as a key issue. In fact, women (30 per cent) are three times more likely than men (10 per cent) to cite lack of confidence as a barrier to starting a business.
However, there are signs that AI is helping some women overcome these challenges. In fact, 75 per cent of women founders already regularly use the emerging technology. While men (61 per cent) are more likely than women (54 per cent) to rely on AI for decision-making, women entrepreneurs are seeing greater efficiency gains, with 85 per cent reporting significant cost or time savings compared to 78 per cent of men.
