The other good side of social media

Women entrepreneurs in Islamabad and Rawalpindi are turning smartphones and laptops into sustainable businesses, running successful online stores, freelance services and digital brands from home and becoming financially independent. With growing internet access, digital payment solutions and government training programmes like DigiSkills and e-Rozgaar, a new generation of women business owners is emerging, proving that a small online idea can become a big enterprise. Women are emerging as queens of their own online enterprises, earning handsome incomes and becoming financially independent, often as sole breadwinners for their families. From home-based bakeries and Instagram clothing stores to freelancing and YouTube channels, they are transforming mobile screens into thriving shops and offices. Islamabad-based Aneela Tariq, 30, owner of 'Aneela's Bake O'Clock', started baking cakes at home during Covid-19 and began taking orders on Instagram. Today she receives 20 to 30 orders daily and earns over Rs 200,000 a month. "I started with one oven and a Facebook page. Now I have three staff members, all women from my neighborhood. Online business gave me identity and income without leaving my home," she told APP. She added that many who were once dependent on others are now covering school fees, managing household expenses and supporting their parents. Similarly, Zara Ahmed, founder of 'Zara- Handmade Jewelry' based in Rawalpindi, sells handmade earrings and clutches through Daraz and Instagram to customers across Pakistan and Dubai. "My shop is online, my customers are online. I don't need a big plaza. I started with Rs 10,000 and now my monthly turnover is Rs 300,000," she said. Sumbal Sheikh, who runs 'Modest Wear by Sumbal', an online abaya store, said women feel more comfortable selling online. "Many women cannot go to markets daily due to family responsibilities. Online work allows us to manage both home and business. I manage my store, parcels and payments from my mobile." Experts say if provided better internet access, digital literacy and safe online payment mechanisms, women-led online businesses can significantly contribute to Pakistan's e-commerce economy. For these women, the screen is no longer just for scrolling, it is a shop, an office and a path to self-reliance.