Leveraging Social Media and E-Commerce for Scaling Women Entrepreneurs’ MSMEs

Abstract

Women-led Micro, Small, and Medium Enterprises (MSMEs) are critical to inclusive economic development in India; however, their scalability is often hindered by limited market access, sociocultural barriers, and technological constraints. This study investigates the role of social media and e-commerce adoption in enhancing the scalability of women-led MSMEs in Tamil Nadu. Drawing on the Technology Acceptance Model (TAM), Resource-Based View (RBV), and Empowerment Theory, a structured survey of 400 female entrepreneurs was conducted, and the data were analysed using correlation, regression, ANOVA, Chi-square, and t-test techniques. The findings reveal that social media adoption significantly enhances business growth, whereas e-commerce adoption drives market expansion. Digital engagement varies significantly with education, and higher digital literacy is strongly correlated with platform adoption. Furthermore, entrepreneurs who experience fewer technological barriers report significantly higher scalability. This study underscores the transformative role of digital adoption in strengthening women-led MSMEs and provides policy and managerial implications for promoting inclusive digital entrepreneurship.