As International Women’s Day 2025 approaches, a new study by Mastercard highlights the growing entrepreneurial ambition among women in the UAE. According to the research, 84% of women in the country are considering launching their own businesses. This shift not only signals a rise in female-led enterprises but also presents opportunities to enhance financial confidence, expand business networks, and improve access to capital.
The report, part of Mastercard’s initiative across Eastern Europe, the Middle East, and Africa (EEMEA), is aimed at empowering women entrepreneurs by providing crucial business insights and addressing systemic challenges. By fostering financial inclusion and promoting a more accessible digital economy, the company hopes to create a more supportive environment for aspiring businesswomen.
Gina Petersen-Skyrme, Country Manager for UAE & Oman at Mastercard, underscored the significance of the findings, stating, “This research highlights the remarkable entrepreneurial spirit among women across Eastern Europe, the Middle East, and Africa, particularly younger generations. 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 UAE’s business landscape reflects a near balance between male and female entrepreneurs, with 49% of women and 47% of men identifying as business owners. This parity is also observed across the broader EEMEA region, where 51% of women and 54% of men consider themselves entrepreneurs. The figures point to a rapidly evolving market where women are making significant strides.
Technology is playing a key role in shaping women-led businesses, particularly through artificial intelligence. The research found that 75% of female entrepreneurs in the UAE regularly integrate AI into their operations. While a higher percentage of men (61%) use AI for decision-making compared to women (54%), female entrepreneurs report greater efficiency gains, with 85% experiencing substantial cost or time savings, as opposed to 78% of men.
Cybersecurity is another critical aspect of business growth, with digital fraud posing challenges for entrepreneurs. The study reveals that 35% of women entrepreneurs in the UAE have been targeted by fraudsters. However, despite these threats, fewer women (48%) than men (72%) express concerns about expanding their businesses due to security risks. Ensuring safe digital transactions remains essential as female-led businesses continue to grow and adapt in an increasingly digital world.
Mastercard’s research sheds light on the determination and resilience of women in business, highlighting both progress and the hurdles that remain. As more women in the UAE step into entrepreneurship, the need for continued support, financial inclusion, and digital security remains vital to sustaining their success.
