Beyond Sticky Floors


The COVID-19 pandemic has accelerated digitalization among micro and small businesses in Indonesia. Women business owners are at the forefront of adopting digital tools to keep their businesses afloat during the pandemic.

The invisible behavioural barriers preclude women necessity business owners from unlocking the full potential of digitalization, which could help their businesses keep afloat during the pandemic, even when structural barriers (e.g infrastructure, network coverage) are no longer the salient issues.

How might we support women necessity business owners to overcome behavioural barriers to utilising digital tools for their businesses?

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