Firms collaborate to empower women-led businesses

Online marketplace platform Jiji has partnered with the Association of Small Business Owners of Nigeria to launch the ‘Biz Queens Run the World on Jiji’ campaign to accelerate economic empowerment for female entrepreneurs.

According to a statement, the initiative, which runs from March 1 to 31, aligns with the 2025 International Women’s Day theme, ‘Accelerate Action,’ and seeks to equip women in business with digital tools to scale their enterprises.

The organisers argued that with small and medium-sized enterprises contributing nearly 48 per cent to the country’s Gross Domestic Product, women-led businesses account for around 33 per cent of SMEs, according to a PwC report.

However, they observed that many female entrepreneurs struggle with access to digital tools that can expand their reach and profitability.

Jiji and ASBON affirmed they can contribute to bridging this gap by providing over 50 women entrepreneurs with business tools, including laptops, smartphones, and free business-boosting services on Jiji.

The National President of ASBON, Dr Femi Egbesola, emphasised the role of digital transformation in supporting women-led businesses, saying, “This month of International Women’s Day, we celebrate the incredible role of digital transformation in empowering women entrepreneurs. Initiatives like Jiji Nigeria are pivotal in helping women-led SMEs thrive in today’s digital economy.”

The partners cited a 2024 study by Genderpedia, which found that 60 per cent of informal businesses in Nigeria are owned and run by women, limiting their potential for expansion.

According to them, the initiative aims to change this limitation by equipping women with tools to build sustainable and profitable digital businesses.

Jiji’s Regional Head of Public Relations and Marketing, Majolie Obaje, reiterated the company’s commitment to female entrepreneurs, stating, “At Jiji, we are firm believers that when women thrive in business, the economy thrives.

“This initiative isn’t just about celebrating female entrepreneurs but giving them the confidence and tools to succeed in the digital marketplace.”

The organisers revealed that winners will be randomly selected and announced every Friday in March, with the final selection on April 1.