COVID-19 pandemic, a blessing or a curse for sales? A study of women entrepreneurs from Khyber Pakhtunkhwa community

Purpose - The coronavirus (COVID-19) pandemic has had profound economic effects, putting women entrepreneurs at considerable risk of losing income and sales growth as a result. This study aims to examine whether the COVID-19 pandemic is a blessing or a curse for women entrepreneurs in Pakistan’s informal sector. The influence of business type, family support and other socio-economic factors on the sales volume of women’s businesses is examined. Design/methodology/approach - Data were collected from 400 women entrepreneurs using a survey questionnaire. Logistic regression was used to investigate the relationships between perceived sales volume and socio-economic as well as demographic factors of women entrepreneurs. Findings - Findings forRQ1revealed that the pandemic was a blessing for cloth and cosmetic entrepreneurs, but a curse for those women selling dairy products. Results forRQ2showed that age, homeownership, household size, family support and type of business were significant predictors of sales. Furthermore, women entrepreneurs were greatly influenced by their family’s desires and decisions, such that women entrepreneurs who received support from families and relatives reported higher sales than those who did not receive such support. Practical implications - The results may assist policymakers in designing supportive programs to encourage women’s informal entrepreneurial activities. Creating entrepreneurial ecosystems may provide support for women entrepreneurs beyond family support. The findings provide a better understanding of women’s business effectiveness during COVID-19 pandemic. It reveals the resilience of women entrepreneurs in the face of cultural, economic and institutional constraints encountered during the pandemic. Originality/value - This study is unique because it focuses on the impact of the pandemic at the household level rather than examining broad macroeconomic scenarios. To the best of the authors’ knowledge, this study is the first attempt to explore the informal, home-based business sector of women entrepreneurs in Pakistan during the pandemic.