Women in retail: the profile of entrepreneurs who are transforming the market

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Female entrepreneurship is a mechanism for social transformation. By empowering women to set up their own businesses, we strengthen businesses and contribute to equality.

In retail, it is no different. Around 61 thousand women are in charge of a franchise, earning up to 32% more than their male colleagues.

33% of women in retail prefer activities related to commerce, 20% invest in food and 12% in the processing industry.

The data above were generated by Sebrae and the 99 acres database Institute of Quality and Productivity (IBQP).

To strengthen female entrepreneurship and women’s participation in retail, we need to understand the context. In which segments do they operate? What are their main challenges? How can we support them?

To answer these questions, we collected current market data and spoke with entrepreneurs Albanir Gaier Fracaro and Camille Holmer. Check it out!



Women's business


In retail, the most frequent activities of Brazilian entrepreneurs are:

Hairdressers (77%)
Ready-to-eat food (77%)
Clothing and accessories (75%)
Snack bars, juice bars and similar establishments (56%)
Minimarkets, grocery stores and warehouses (47%)
Bars (46%)


The profile of the female retailer


In 2018, the National Women in Retail Group conducted a survey to understand the profile of these entrepreneurs. The study included the participation of 87 retail professionals, aged between 26 and 61 years old.

66% of participants are married. 72% have one or two children. The majority live in the State of São Paulo.

As for the segment, 47% work with food.

38% are CEOs, presidents or owners. 23% hold directorships.

The research also sought to understand how women's performance can advance and become stronger in retail:

51% cited empowerment and self-esteem;
30% mentioned sources of inspiration;
26% indicated that studies had been carried out;
23% believe in the exchange of knowledge and information;
14% training and mentoring.


As for their professional relationships with men, only 38% are satisfied. The main concerns are authoritarianism, discrimination, subservience and the supporting role.

48% say that awareness is the best way to achieve gender equality in retail. 28% recognize the importance of forming female alliances, aiming to reduce competition in favor of sisterhood.



Double shift


Although double shifts are not restricted to women, they are the ones who suffer the most. Culturally, domestic activities and childcare are attributed to the female gender. As a result, they end up working 7 hours more than men every week. This difference was confirmed in a study conducted by Ipea in 2011.

“As work in retail is done on a shift basis, many people are unable to balance the two,” says Camille Holmer, executive director of Priorize, a company specializing in strategic HR management for retail.