"Conventional wisdom holds that women are less likely than men to start and lead  businesses. This trend, however, may be changing. Since 2020, the Visa Economic Empowerment Institute (VEEI) has surveyed small businesses around the world. Our findings suggest that firms born in the past two years are more likely than older firms to be headed by women. They are also more likely than pre-pandemic firms to be led by minority women. And once they start to export, they sell to a larger and more diverse set of markets. These women-led firms are also adopting digital technologies at about the same rate as those led by men. What factors predict success? The newly established women-led firms that weathered the initial impacts of COVID-19 better than other businesses share three characteristics: 1) they are more likely to use digital payments; 2) they are more likely to sell on global marketplaces that enable them to scale their sales and diversify their markets; and 3) they are more likely to export. This paper sets out recommendations for policymakers and the business community to better encourage and support the development of women-led firms by: 1) providing access to digital opportunities; 2) fostering digital skills; and 3) promoting a safe environment in which women-led firms can operate."

Extant research results illustrate that women are roughly half as likely to become entrepreneurs as men (Kauffman Compilation: Research on Gender and Entrepreneurship, 2016). However, women may see themselves fit in traditionally male jobs when the language used in the job advertisement is communal in nature (Gaucher, 2011), and vice versa. To empirically test this idea, the authors first sought to understand if there were any gender biases in the accelerators’ calls for applications using a validated scale of masculine and feminine words. They found a higher percentage of feminine words across most regions, which is in the opposite direction of what was expected. Second, the authors manipulated the language used in an accelerator program call for application (1) with the percentage of gendered words found from the accelerators on the ANDE list (3-4%) and (2) an exaggerated percentage of gendered words (9%), to see how it affected women and men’s perceptions of the accelerator program. In general, men in the U.S. express high entrepreneurial fit, sense of belonging, and application success possibly because the U.S. is high on both individualism and masculinity on Hoefstede’s country culture dimensions. However, women in Latin America report results that are opposite to men in the United States.