Visa, a global leader in digital payments, has unveiled the findings of its first Women SMB Digitalization Index for Oman. The report reveals that women-owned businesses in Oman are embracing AI and digital technologies to drive growth and enhance security. However, the study also highlights key challenges, particularly in product innovation and customer acquisition.

The index evaluates businesses across five critical areas: online presence, digital payment acceptance, awareness of payment security, customer engagement, and customer retention. Despite the strong digital adoption among women entrepreneurs, the study underscores the need for more support in key areas, such as training in payment acceptance and strategies to attract new customers. Addressing these gaps could further strengthen the role of women-led businesses in Oman’s evolving digital economy.

Manish Gautam, Visa’s Country Manager for Oman, commented on the findings, stating, “Our Women SMB Digitalization study highlights that women-owned businesses in Oman are tech and business savvy and eager to expand. However, 38% of respondents cite the development of innovative products and services as their primary challenge, while 33% see a need for better payment acceptance training, and 32% emphasize the importance of enhanced customer acquisition strategies. Visa remains committed to working with our local partners to offer the necessary tools, mentorship, and resources women business leaders need to be successful and support the Omani government in building an inclusive, resilient digital economy.”

Key Insights from the Women SMB Digitalization Index

Raising Capital: Access to funding remains a key challenge for women entrepreneurs in the UAE.

• The survey reveals that women-owned businesses in Oman primarily rely on bank loans (38%), venture capital (37%), and angel investors (36%) to establish their businesses.
• To support business growth and key projects, Omani women entrepreneurs seek funding from various sources. The most common approaches include assistance from friends and family (35%), additional bank loans and credit (33%), venture capital (32%), and reinvesting profits (29%).

Technology Adoption: Women entrepreneurs are leveraging digital tools to enhance business operations.

• Surveyed women entrepreneurs understand the impact of AI in business, using the technology in  payments and billing (60%), sales and marketing (57%), product development (55%), and supply chain management (55%).
• 59% of women entrepreneurs in Oman are aware of cyber threats.
• More than half (54%) of respondents reported improved automation of tasks, leading to faster payment processing after integrating AI into their company payments. Additionally, 53% experienced enhanced fraud detection and prevention.
• Women-owned businesses in Oman actively use their business websites (56%), social media pages (49%) or mobile apps (40%) to sell products and services online.
• To secure digital transactions, women entrepreneurs in Oman prioritize advanced security measures (46%) and employee awareness and training (41%).

Growth Priorities: Expansion and skill development remain central to business success.

• Half of respondents (50%) aim to enhance their business’s social or environmental impact as a strategy for expansion.
• Four in ten (44%) surveyed women-owned businesses seek to explore new markets or industries.
• Many women entrepreneurs are interested in building stronger partnerships (38%) and expanding operations to reach more customers (37%).

As women entrepreneurs concentrate on digital growth and business expansion, Visa will continue to support them with tools, resources, and platforms they need to thrive in the digital economy.

About Visa

Visa is a global leader in digital payments, connecting individuals, businesses, and economies through secure, reliable, and innovative payment solutions. With a mission to build an inclusive financial ecosystem, Visa is committed to ensuring that everyone, everywhere, has access to the future of digital finance.