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Women in F-commerce: A New Platform for Economic Empowerment during

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© 2020 IJRAR October 2020, Volume 7, Issue 4 www.ijrar.org (E-ISSN 2348-1269, P- ISSN 2349-5138)

Women in F-commerce: A New Platform for

Economic Empowerment during the COVID-19
Pandemic
Nowshin Jahan Etee, Lecturer, Dept. of Journalism and Media Studies, Stamford University Bangladesh

Abstract: Business through Facebook is attaining new heights in Bangladesh. It is not only a platform for social networking but also a
potential platform for online business. People can see a surge in F-commerce during the COVID-19 pandemic. Recently a remarkable
number of women are entering into Facebook-based entrepreneurial sectors because of the flexibility of work. Women are showing
interest to give a chance to their plethora of entrepreneurial potentials. They are emerging as entrepreneurs not because of financial
problems, but because they have started to understand the importance of economic empowerment. Empowerment can give women the
opportunity of exercising power. It can help them to stand with men with equal dignity. This study identifies how F-commerce helps
women to become economically empowered during the COVID-19 pandemic. This study also finds out the reasons behind women’s
participation and barriers they have to face in F-commerce.

Keywords – Women, F-commerce, Empowerment, COVID-19, Pandemic.

1. INTRODUCTION

The year 2020 is facing a great pandemic named COVID-19. People all over the world are not only facing grave danger towards their
life and health but also facing great economic depression. This has become a common scenario around the world. Many people lost their
jobs and faced a severe economic crisis. But women are the most affected part of our society during this COVID-19 pandemic. A
plethora of women in Bangladesh lost their job and sources of earnings. As a result, their family income reduced significantly. To
support their family and to increase family income, many women started their own online business. Again, some women have started
businesses to fulfill their dreams of being entrepreneurs and to create their own identities. With the help of technology, women are
becoming economically empowered in Bangladesh. Nowadays, F-commerce has become a buzzword in Bangladesh. It stands for online
business using the social networking site Facebook. F-commerce flourished a lot during this COVID-19 pandemic in Bangladesh. The
main reason behind this incident is maintaining social distance. However, it also allowed people to work from home. As people can’t go
outside and buy their necessary products from markets, they have to depend on online purchases. This gave women inspiration and
motivation to participate in F-commerce and sell products mainly clothing, accessories, and food items. Facebook is a very popular
social networking site in Bangladesh. That is why many women opened groups and pages on Facebook to sell their products. Facebook
helped them to attract more customers and gain popularity. However, there are some problems women are facing while selling products
online. F-commerce is indeed helping women to become economically independent and empowered but it poses some barriers too. This
study followed Naila Kabeer’s “Gender equality and women’s empowerment” theory to understand the process of women’s economic
empowerment. As a methodology, this study conducted a survey and in-depth interviews to collect data about women in F-commerce.
Finally, this study tried to explore women’s participation, their thoughts about economic empowerment, and the barriers they face on F-
commerce.

1.1. OBJECTIVES OF THE RESEARCH

The goals and objectives of this study are to identify the factors and reasons behind women’s participation in F-commerce during the
COVID-19 pandemic. This study also aims to understand the process of women’s economic empowerment by using F-commerce. Last,
of all this study tries to explore the barriers women face while doing online business.

1.2. RESEARCH QUESTIONS

The central idea of this study revolves around three major questions. These questions helped to form a strong basis to understand the
economic empowerment of women during the COVID-19 pandemic. These questions are-
a. What are the factors behind women’s participation in F-commerce?
b. How is F-commerce helping women to become economically empowered during the COVID-19 pandemic?
c. What are the barriers women facing in F-commerce?

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2. LITERATURE REVIEW
EMPOWERING WOMEN THROUGH F-COMMERCE
Empowerment is a multi-disciplinary process. It occurs within various dimensions, such as sociological, psychological, economic, and
some other dimensions. Generally, empowerment can be regarded as a social process that helps people to obtain command over their
lives. Merriam Webster dictionary defined empowerment as “the power, right, or authority to do something”. It means empowerment is
a process that strengthens power in people so that they can use it in their own lives, society, and community. Today, economic
empowerment is considered to be the most essential process by which a person can exercise power, independence, and get value in
society as well as family. Speer and Hughey (1995) gave a definition of empowerment. They regarded empowerment as “the expansion
of assets and capabilities of poor people to participate in, negotiate with, influence, control, and hold accountable institutions that affect
their lives” (p. 730). In our society, women are considered to be the largest minority. Empowering women can develop their status not
only in society but also in their families. Hossain (2014) says, “Women empowerment is nothing but enhancing, enriching, emphasizing
their position in the power structure, their decision-making freedom in different social issues as in their family-related issues” (p. 153).
Nowadays, women are participating more and more in economic sectors to earn money for themselves and their families. They are
contributing equally to men. Women are emerging as entrepreneurs and taking control of the business arena. Women entrepreneurship
can be regarded as an effective instrument for the economic empowerment of women. Successful women entrepreneurs are appearing
and establishing a trend of their own. Their achievements and success stories are attracting thousands of women. They are marching
ahead no matter how many hurdles they have to face. Jan and Shar (2008) have taken a look over the various economic opportunities for
women, developing their skills of entrepreneurship, making them empowered through the cooperative sector of the economy along with
presenting ways to develop their socio-economic status.

The emergence of Facebook and Web 2.0 has led to the development of a new form of online business that is popularly known as F-
commerce. It has become a very popular platform where anyone can appear as an entrepreneur. In Bangladesh, People can see rapid
development in the F-commerce and online business sectors. Many popular brands in Bangladesh are also using this platform to promote
their business. Some entrepreneurs are attracting people and coming to the limelight of the business arena with the help of F-commerce.
Zabeen, Ara, and Sarwar (2013) observed the adoption of F-commerce in the Bangladeshi context and identified its potential
implications. They said, “F-commerce has been widely accepted by Bangladeshi entrepreneurs as a mode of directing their marketing
activities, specifically promotional activities, with minimum investment via a Facebook page” (p. 7). Nowadays, women are also
engaging in F-commerce and appearing as entrepreneurs. They are making a noteworthy contribution to the economic development of
the family as well as their country. They are emerging as a significant force in the entrepreneurial world. A woman entrepreneur is the
one who starts a business and manages it independently and tactfully, taking all the risks at the same time facing the challenges boldly
with the determination to be successful (Bulsara et al., 2014, p. 33). By using the platform of F-commerce, women are becoming
economically empowered. Some women in Bangladesh have established significant examples of success by using this platform. Sayma,
the owner of Style Echo, Habiba, the owner of Shordindu, Anika, the owner of Fashionable Dresses are popular examples of successful
women entrepreneurs in Bangladesh. All of these women are very young. They have started their business on Facebook and within a few
years, they have achieved huge success. They have hired shops in some shopping malls and started their showrooms. They are some of
the examples of Bangladeshi women who are engaging in F-commerce and gaining huge success. They are acting like role models and
inspiration for many women. Jethwa and Mishra (2016) talked about highly educated women who are participating in e-commerce. They
said, “Today e-commerce is providing a desirable environment for highly educated, technically sound and potentially qualified women
to inculcate entrepreneurial values and involve greatly to business dealing” (p. 1).

Today, the world is facing a COVID-19 pandemic. Due to the high contagious and mortality rate, infected countries declared lockdown.
This cast a severe impact on people’s financial condition. Many people lost their job or got a decrease in their salary. In this situation,
women’s participation in F-commerce has increased a lot. They are trying to support their family. Many women lost their job and source
of earnings too which motivated them to start their own business. In online business, women don’t have to pay rent of any office. They
can continue their work from home. This made online business even easier. Women, who used to be housewives are also emerging as
entrepreneurs. They are serving their family and trying to contribute economically along with their husbands, brothers, and fathers.
There are some examples of women entrepreneurs who are earning even more than their male family members. Thus, they are getting
more value and becoming more empowered.

2.1. THEORETICAL FRAMEWORK

This study followed Naila Kabeer’s “Gender equality and women’s empowerment” theory. Naila Kabeer is an Indian-born British
Bangladeshi economist, research fellow, and writer. In her article (2005) “Gender equality and women’s empowerment: a critical
analysis of the third Millennium Development Goal”, she pointed out three interrelated dimensions that explored the concept of women
empowerment. She named these three dimensions as agency, resources, and achievements. To understand the process of empowerment,
Zimmerman (2000) said, “The process is empowering if it helps people develop skills so they can become independent problem-solvers
and decision-makers” (p. 46). This theory is also appropriate to analyze the economic empowerment of women. Rappaport (1984)
defined empowerment as a construct that links individual strengths and competencies, natural helping systems, and proactive behaviors
to social policy and social change. Perkins and Zimmerman (1995) said, “Empowerment suggests that participation with others to
achieve goals, efforts to gain access to resources, and some critical understandings of the sociopolitical environment are basic
components of the construct” (p. 571). Women are participating as entrepreneurs and business persons to be economically empowered.
They are gaining access to resources and developing an understanding of the socio-politics. To understand women’s participation in F-
commerce, Naila Kabeer’s proposed three dimensions can help us. The economic empowerment of women through F-commerce is
following agency, resources, and achievements. Kabeer (2005) said, “Agency in relation to empowerment, therefore, implies not only
actively exercising choice, but also doing this in ways that challenge power relations” (p. 14). Agency can be regarded as a women’s will
or choice to join in F-commerce. Here, their participation in business or emergence as entrepreneurs is working as their agency. To
Kabeer, resources are the medium through which the agency is exercised. In women’s economic empowerment concept, Facebook
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commerce or F-commerce is functioning as resources by which women are engaging in the business world. Last of all, when women are
gaining success through F-commerce, they are accomplishing their goals. Achievements are considered in terms of exercising both the
agency and resources. Accomplishments of the economic empowerment of women function as achievements.
3. METHODOLOGY
The main purpose of this study is to understand the factors behind women’s participation in F-commerce during the COVID-19
pandemic. This study also tried to identify F-commerce’s role to achieve economic empowerment for women. Finally, this study tried to
find out the barriers women usually face in F-commerce. Research methods aim to provide an objective, unbiased collection, and
evaluation of data. This study followed both quantitative research and qualitative research approaches. To collect quantitative data, a
survey was conducted on 80 women who have started their online business on Facebook during the COVID-19 pandemic. They were
provided a questionnaire through the Google survey form. Wimmer and Dominick (1983) said, “Survey research, including online
surveys, requires careful planning and execution, and the research must take into account a wide variety of decisions and problems” (p.
185). This study found three major fields of F-commerce where women are participating during the COVID-19 pandemic. These major
three fields are- clothing, accessories, and food. To gather qualitative data, in-depth interviews were conducted with three new women
entrepreneurs. All of them started their business during the pandemic and within a very short time, they have achieved a good position in
the very competitive business area named F-commerce. This study followed a purposive sampling method to select the samples.
4. FINDINGS AND ANALYSIS
Online business, especially F-commerce has become a very popular business platform where anyone can appear as entrepreneurs. This
study conducted a survey and in-depth interviews to understand women’s participation and the situation of their economic empowerment
through F-commerce. Respondents were asked some questions regarding their business. Results show that there are various reasons
which triggered them to start their own business during the COVID-19 pandemic. This study tries to unveil the situation of economic
empowerment of women entrepreneurs. Respondents also mentioned the barriers they face while doing online business. Singh (2008)
identifies the underlying factors behind Indian women’s participation as entrepreneurs. He also indicates the barriers women face while
entering into a business venture. He mentioned the obstacles women face are mainly associated with social un-acceptance as female
entrepreneurs, gender discrimination, less priority to give business loans, and family responsibility.

Educational qualifications of the participants

Educational Qualifications of the Participants

60.00%
52.50%
50.00%

40.00%

30.00% 25.00%

20.00% 16.30%

10.00% 5.00%
1.30%
0.00%
Finished Post Graduation Higher Lower
Graduation Secondary Secondary

Respondents of this study were asked about their educational qualifications. Among the 80 participants, 52.5% said they are doing their
Graduation, 25% said they are at the Post Graduation level, 16.3% said they are at Higher Secondary level, 5% respondents have
completed their education and 1.3% are at the Lower Secondary level. Results show that women who are students of higher educational
levels are most likely to do online business. This data helps us to understand that women who are more educated can realize the
importance of economic empowerment. That’s why they tend to start their business to financially support themselves as well as their
families.

Products that participants sell

Products that participants sell

60.00% 56.30%

50.00%
40.00%
30.00%
19.70% 20.00%
20.00%
10.00% 4.00%
0.00%
Clothes Accessories Food Other
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Respondents of this study talked about three different types of products that they sell. Results show that 56.30% of women sell clothing,
19.70% sell accessories like cosmetics, jewelry, bags, and foot ware. 20% of women sell homemade food items and 4% of women sell
other products. It means women are likely to sell products that are most necessary to women.

Reasons behind starting an online business

The main reasons of starting F-commerce

during the COVID-19 pandemic
80.00%
61.30%
60.00%
40.00% 31.30%

20.00% 6.30%
1.20%
0.00%
To bear self Increase family Salary was Lost the job
expense income reduced

Respondents expressed their reasons for starting F-commerce during the COVID-19 pandemic. Results reveal that 61.30% of women
started their business to bear their self expenses, where 31.30% said that they wanted to contribute and increase their family income.
Among all the participants 6.30% of women lost their job during the pandemic and 1.20% faced a decrease in their regular salary. It
indicates that women are not willing to depend on others and that’s why they have started their own business.

Earning persons in the family

Only earner in the family

100.00% 90%

80.00%

60.00%

40.00%

20.00% 10.00%

0.00%
Yes No

Respondents of this study were asked if they are the only earning person in their family. 10% of women agreed with the statement where
90% informed that they have one or more than one earning person in their family. This data unveils the notion that women are becoming
more aware of economic empowerment and thus they are trying to create their own identity with dignity. They may not have financial
problems in their family. But they are emerging as entrepreneurs to become economically empowered.
Reducing financial problems through F-commerce

Reduced financial crisis through F-

commerce
80.00% 66.20%
60.00%
40.00% 33.80%

20.00%
0.00%
Yes No

Women gave their views on the statement of ‘I reduced financial problems through F-commerce’, 66.20% of respondents agreed with it,
where 33.80% said that F-commerce couldn’t improve their economic condition. The majority of the participants disclosed that after
starting an online business, they are now more able to develop the economic condition of their family.

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Increasing demand for products during the COVID-19 pandemic

Demand for products increased during the

COVID-19 pandemic
66.30%
70.00%
60.00%
50.00%
40.00% 33.70%
30.00%
20.00%
10.00%
0.00%
Yes No

In this study, respondents were asked whether the demand for products increased during the COVID-19 pandemic. Among all the
participants, 66.30% agreed and said that the demand for their products has increased. Since people have to maintain social distance,
they try to buy their necessary things through online purchases. Thus the demand for products has escalated very much. But 33.70% of
respondents revealed that the demand for their products has not increased rather decreased sometimes.

Increasing the value of the participants in family and society

Value of the participants increased in their

family and Society
100.00% 86.30%
80.00%
60.00%
40.00%
20.00% 13.70%

0.00%
Yes No

Following the statement of ‘After starting my business people of my family and society have started to give me more value and priority’,
86.30% of participants agreed with it, where 13.70% opined that their position or value remained the same as before. It means the
majority of the participants have gained value in their family and society through F-commerce.

Getting the freedom of making decisions for the family

Freedom of making decisions for the

family
100.00%
82.50%
80.00%
60.00%
40.00%
17.50%
20.00%
0.00%
Yes No

Respondents of this study expressed their views on getting the freedom of making decisions for their families. 82.50% of women opined
that they are getting opportunities to make decisions for the family. Now, they can decide how to run their family. Family members are
considering their opinions with much importance. But 17.50% of women disclosed that their positions in their family haven’t changed
since they started their business. They can’t make any decisions for their family.

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Getting support from family and society while starting F-commerce

Support from family and society at the

beginning of F-commerce.
80.00% 75.00%

60.00%

40.00%
16.20%
20.00% 8.80%

0.00%
Cooperative Behavior Uncooperative Neutral
Behavior

Respondents of this study showed different views on getting support from the family and society. 75% of women opined that they
received great support from their family and society while starting an online business where 8.80% of respondents revealed that the
people of their family and society showed uncooperative behavior from the very beginning. 16.20% of participants said that they faced
neither support nor any problems from their family and society.

Facing problems to do household chores and give time to the family

Negative impact of F-commerce on

women's family and domestic life
80.00% 68.80%

60.00%

40.00% 31.20%

20.00%

0.00%
Yes No

In this study, respondents were asked whether F-commerce is hampering their family life. 31.20% of women think they don’t get enough
time to spend with their family members as before. They face time shortage to do their household chores. But 68.80% of respondents
shared that they can maintain time management. Thus they don’t feel any disturbance in doing household chores or spending quality
time with their family.
Facing barriers in F-commerce

Faced obstacles in F-commerce

56.00%
53.80%
54.00%
52.00%
50.00%
48.00% 46.20%
46.00%
44.00%
42.00%
Yes No

Respondents of this study were asked whether they face any problems while doing online business through F-commerce. Among 80
participants, 46.20% express that they face some obstacles from customers. They face technical problems too. On the other hand,
53.80% of women give their opinion in the affirmative. They said that they don’t face any sort of obstacles or barriers while doing
online business. They are running their business very smoothly.

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Considering F-commerce as a women-friendly business platform

Women-friendly business platform

90.00% 85.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00% 15%
10.00%
0.00%
Yes No

Following the statement of ‘I consider F-commerce as a women-friendly business platform’, 85% of respondents think that F-commerce
seems a women-friendly platform to them. On the contrary, 15% of women said that they don’t feel F-commerce as a women-friendly
business platform.

In-depth Interview Analysis

Three women entrepreneurs who have started their businesses on Facebook during the COVID-19 pandemic were interviewed in this
study to enlighten the economic empowerment of women through F-commerce. They are the owner of three different Facebook-based
business pages named ‘Kumudini’s Wardrobe’, ‘Harmonious by Sabiha’, and ‘Food Artisan’. ‘Kumudini’s Wardrobe’ is a clothing-
related business page where the owner Kumudini sells Jamdani and some other traditional sarees. Kumudini started her business in
March 2020. People can find beautiful jewelry, ornaments, and some other accessories from ‘Harmonious by Sabiha’. Sabiha opened her
business page on Facebook in August 2020. ‘Food Artisan’ is a homemade food delivery business where the owner Karoby cooks food
by herself and delivers food items to her customers. Karoby’s ‘Food Artisan’ began its journey in July 2020. These three women shared
their reasons for emerging as entrepreneurs and the way they feel about economic empowerment through F-commerce. They also
disclosed the obstacles they have to face while conducting their business on Facebook.

Three women entrepreneurs mentioned above shared the reasons that motivated them to start a business on Facebook. Kumudini, the
owner of ‘Kumudini’s Wardrobe’ is a Student of Post Graduation. She disclosed that there is no financial crisis in her family. She started
her business because she carries a great passion for the traditional clothing of Bangladesh. Jamdani sarees are renowned as the element
of age-old Bengali culture. She wants to create her identity as an entrepreneur of traditional clothing. Her dream is to become not only
economically empowered but also to provide authentic traditional sarees to the people of home and abroad. She delivers her sarees in
other countries like the USA. During the COVID-19 pandemic, everybody got huge spare time. That’s why Kumudini thought to pursue
her dreams. She invested in her business and appeared as an entrepreneur.

Different views can be seen from Sabiha, the owner of ‘Harmonious by Sabiha’. She is a private university lecturer. Sabiha said that
teaching is her first and foremost passion. But due to the COVID-19 pandemic, like many other organizations, her university also
deducted every employee’s salary. It caused some financial problems for her. Later, she decided to start her own business to support
herself and her family. She also added that she is very much passionate about ornaments. She loves to design ornaments which inspired
her most to give her hidden talents a chance.

Karoby is working as a broadcast journalist on a renowned television channel in Bangladesh. She revealed that like some other media
houses, her organization is also delaying every staff’s salary for almost every month. During the pandemic, many people lost their job.
That’s why nobody raises their voice to get their rights. Karoby shared that her friends used to praise her cooking very much. She loves
to bake the cake and tries to give her cakes unique design by painting cake with food colors. With many people’s inspiration and
support, she opened a page on Facebook to bake cakes for others. She said that she enjoys cooking very much and the money she gets
from her business is quite enough to bear her other expenses. She is also saving money to invest in the future. She dreams to open her
bakery in the future. Thus she emerged as an entrepreneur through the help of F-commerce.

When asking about economic empowerment, all of the three women entrepreneurs agreed with the notion that F-commerce helped them
to become economically empowered during the COVID-19 pandemic. They expressed their views on empowerment from their own
experiences. Kumudini thinks when someone becomes economically empowered, people surrounding them starts to give more priority
and value. People tend to welcome the ideas and decisions of economically empowered women. Sabiha opined that when any woman
becomes economically independent, they start to discover themselves in a new way. Karoby said that women who depend on others
can’t achieve dignity in life. If a woman wants to create her own identity, she must use her talents and skills. Educated women must use
their knowledge to inspire others to become empowered.

Talking about the barriers and obstacles in F-commerce, three of the entrepreneurs agreed with some common problems they have to
face. First of all, they talked about the technical problems of Facebook. Sometimes Facebook has to deal with bugs and viruses. This
often creates problems for business owners. They have to remain close during those days. To save their business on Facebook, they have
to archive their product selling groups and page. They have to deal not only with technical problems but also problems from r ival

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business owners. There are some fake business pages which are providing low-quality products. This makes customers feel cheated and
so they don’t want to trust other business owners. Entrepreneurs of F-commerce have to depend on some delivery agencies to deliver
their products to the customers. Sometimes, delivery agencies make mistakes that make trouble for business owners. Homemade food
deliveries face more problems with the delivery agencies as sometimes foods get rotten due to rain or excessive heat. When talking
about the customers, some common problems came out. Many people ask the price of the products but don’t show eagerness to buy
them. Again, some people return their products without any valid reasons. Sometimes, fraud customers return some products and keep
some without paying for them. Another obstacle that women entrepreneurs have to face is bullying from both men and women on
Facebook. Women have to tolerate all these barriers to avail of their dreams of becoming economically empowered.

Last of all, when talking about getting support from family and society, Kumudini and Karoby said that they got full support. But
Sabiha differed with them. She mentioned that she got full support from her husband and family but faced some opposition from society
especially from the colleagues of her university. They told her not to do business on Facebook. To them, it will destroy her image as a
teacher. But Sabiha continued to chase her cherished dreams without any hesitation.

5. RESULTS
Today, women are more aware of their dignity. They don’t want to depend on others not even on their family anymore. Results from the
survey and in-depth interviews showed that most of the women entrepreneurs are students. It means students who used to depend on
their family for educational expenses, as well as their self expenses, are no more willing to be a burden on their family. They want to do
something for themselves. Again, some other women are doing online business not because they need money but because they carry a
passion for it. They want to create another identity apart from their actual profession. It’s a women’s free agency that triggers them to
appear as entrepreneurs. Since Facebook is a very popular social networking site, it can reach people within a moment. During the
COVID-19 pandemic, the use of Facebook has increased a lot. People are spending more time on Facebook. To start an online business
page, it costs no money. Anyone can create a page or group on Facebook to sell their products. So, women are choosing this platform as
their resources as Naila Kabeer mentioned. From the survey results and in-depth interviews, it can be said that the economic
empowerment of women through F-commerce is the greatest achievement of women entrepreneurs. Most of the participants think that
they have improved their financial condition with the help of F-commerce. They mentioned Facebook as a women-friendly business
platform, though sometimes they have to face problems. Most of the women entrepreneurs can wonderfully maintain their family life
and professional life at the same time. Some women are enjoying more freedom of expression in their family. Family members and
society are considering their opinions with much importance. People have started to give more value to them. Many women are
considering them as their idols and get inspired and motivated to do something for themselves. Finally, it can be said that F-commerce is
making women empowered during the COVID-19 pandemic and helping women to recreate their identity.
6. CONCLUSION
Bangladeshi women, despite all the obstacles from the family and society, are trying to come out of their cocoon. Both highly educated
and women with low educational qualifications are choosing F-commerce to become economically empowered. Women are coming
forward with men and trying to conquer everything they deserve as a human being. Only the empowerment of women can act as a great
force of development for any society. This study finds that during the COVID-19 pandemic women joined F-commerce not only for
their financial problems but also to create their identity with their cherished dreams. This platform of business helped them to become
economically empowered. Their value and esteem increased in the family and society. But it is not easy to become successful in this
sector. Women have to face far more hurdles than men. Sometimes they have to deal with criticism from the family and society. Again,
they have to face technical problems as well as business-related problems too. But nothing can stop today’s women from pursuing their
goals. It is high time we acknowledge women’s efforts and inspires them to get their rightful positions.

REFERENCES

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