Qualitative Exploration of Enabler, Purpose, and Benefits of Digitalisation in the Informal Sector: Understanding the Role of Bricolage Among Women Entrepreneurs

Women entrepreneurship literature is blooming and largely indicate the challenges faced by women entrepreneurs in setting up and scaling businesses. Much of the research on women’s entrepreneurship revolves around entrepreneurial activities in the formal sector. Women entrepreneurship in the informal sector is still less explored. In this study, we explore the enablers and benefits of digitalisation among women entrepreneurs in the informal sector in the Indian context. We employ a qualitative study to unravel the experiences of women entrepreneurs ( n = 30). Data were collected through interviews, and analysis was carried out through Voyant tools and Atlas.ti. Findings revealed that respondents attempted to bricolage with existing resources to run and manage their businesses. Family support, social influence, and willingness to learn emerged as key enablers of digitalisation. Digitalisation benefitted women entrepreneurs in several ways including ease of transaction, getting feedback, selling and promoting their offerings, and business collaborations. Based on the findings, a model of enabler, purpose, and benefits of digitalisation is proposed. Findings are discussed in the light of existing literature and future research agenda is presented.