Adoption of Digital Technologies in Women-Owned Small Businesses: A Global Review of Patterns, Growth Factors, and Barriers

Abstract

Digital technologies are increasingly central to small business growth; still, adoption among women-owned small businesses (WOSBs) remains uneven worldwide. This study systematically reviews 117 peer-reviewed articles published between 1987 and 2023, with Tanzania as a central case study, focusing on Sub-Saharan Africa. The findings reveal persistent divides: in developed economies, WOSBs integrate advanced systems such as e-commerce, customer relationship management, and cloud computing. In contrast, in developing contexts, adoption is mainly limited to mobile money and social media, with slow and uneven progression toward advanced digital systems, particularly in Tanzania. Barriers, including weak infrastructure, limited finance, low digital literacy, socio-cultural constraints, and inadequate policy support, continue to restrict sustainable adoption. The review extends the Technology Acceptance Model (TAM) by showing that adoption depends not only on perceived usefulness and ease of use but also on systemic and socio-cultural dynamics. This highlights that bridging digital divides requires more than access; it requires supportive ecosystems, affordable infrastructure, and gender-responsive policies. The study contributes by offering practical strategies for inclusive digital transformation and identifying priorities for future research in Sub-Saharan Africa, emerging technologies, and long-term adoption.