Adapting To Transform: Digital Challenges and Strategies for Women-Entrepreneurs in Kuala Lumpur

This study investigates the existing business practices and challenges that women entrepreneurs running MSMEs face in Kuala Lumpur as they transition into adapting to the evolving landscape of business to remain competitive with their peers. Using qualitative research methods, focus group discussions (FGDs) were conducted to elicit respondents’ views on the current business practices. Since many entrepreneurs are influenced to some extent by the changing business model, they do face outstretching challenges, such as a decline in traditional practices plus increased competition posed by e-commerce. Such issues make it hard for most of them to adapt to switching their business models (BMs) into more efficient ones. Therefore, through FGDs, this research managed to explore the readiness of the respondents to embrace the digital transformation. The results reveal key barriers, including lack of skill in digital adaptation, inadequate finances due to declining sales, and cultural reluctance toward digitalization. This research further highlights the alternative scenarios for providing support for the entrepreneurs to confront these critical barriers, such as digital skills training concentrate guidance to help them learn and employ knowledge in digital developments, the amplifying of institutions, plus partnership support initiatives. The main goal is to propose a strategic framework arising from the findings of the study that could offer guidance to women entrepreneurs among MSMEs in Kuala Lumpur in navigating the terrain of digitality. With the setting of physical premises in Kuala Lumpur falling increasingly silent, this study does serve as a significant guide for entrepreneurs to adapt and grow within the new business landscape