Afghan Women's E-commerce Study - HBC Research
September 2025 | Research Report

Afghan Women Transform Social Media into E-commerce Platforms

New HBC research reveals systematic adaptation as educated entrepreneurs create sophisticated online businesses following economic transitions

91%
Businesses Formed Post-2021
88.6%
Secondary Education or Higher
57.2%
Reporting Business Growth
70
Entrepreneurs Interviewed

Executive Overview

Following Afghanistan's economic transitions in August 2021, thousands of educated women have systematically pivoted to e-commerce, transforming social media platforms into functional marketplaces. This research, based on comprehensive interviews with 70 entrepreneurs and mapping of 82 businesses, reveals not crisis response but strategic adaptation.

The entrepreneurs studied demonstrate sophisticated understanding of social commerce, leveraging Instagram (64.3% primary platform) and WhatsApp for customer engagement and transactions. Despite operating with significant constraints—97.1% rely on cash-on-delivery and 77% operate on single platforms—57.2% report business growth.

Market Dynamics

Business Formation Timeline
Sector Distribution

The data reveals accelerating business formation, with 30% of current enterprises established in 2023 alone. Fashion and accessories dominate the market (49%), while emerging service sectors including education and professional services show higher growth potential.

"I started selling custom abayas to friends. After 2021, online customers increased because shops were limited. Now I manage 25-60 orders monthly through Instagram and WhatsApp."
— Fashion Entrepreneur, Kabul

Key Research Findings

1
Specific Skills Needed
These educated entrepreneurs don't need basic training. They require specific technical skills: digital marketing optimization (57.1% need), financial management tools (54.3% need), and platform diversification strategies.
2
Infrastructure Constraints
Primary barriers include payment system limitations (97.1% cash-only), platform concentration risks (77% single-platform), and connectivity challenges (45.7% face internet issues).
3
Growth Potential
With targeted interventions addressing specific constraints, businesses could achieve 35-40% revenue increases. The framework focuses on amplifying existing strengths rather than assuming deficits.

Strategic Intervention Framework

The research proposes a dual-track approach: supporting new entrepreneurs through foundational e-commerce skills while accelerating existing businesses through advanced capabilities. Key intervention areas include:

Constraint Priority Matrix
Growth Performance Factors

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