Digital Sheconomy: transformation of business and marketing under the influence of female economic activity

Abstract

the article explores the phenomenon of "Digital SHEConomy " as a key driver of transformation in modern business models and marketing strategies. The purpose is to analyze the impact of growing female economic activity in the digital environment on the development of the e-commerce ecosystem and marketing communications. The study utilizes secondary data analysis, systemic approaches, and statistical analysis of global and national trends. It is established that women currently control over $31.8 trillion in worldwide consumer spending and make up to 80% of purchasing decisions. The research finds that the digital transformation of marketing, specifically AI-driven personalization, influencer marketing, and omnichannel strategies, is significantly adapting to the behavioral characteristics of the female audience. Particular attention is given to the Ukrainian context, where women demonstrate high adaptability during the full-scale war: in 2023–2024, over 56% of new sole proprietorships (FOPs) were registered by women. It is proved that values of sustainability, transparency, and ethics are becoming decisive for brands targeting the female segment. The practical significance lies in developing recommendations for businesses to create gender-sensitive digital strategies. Conclusions emphasize the need for investing in digital literacy and supporting female leadership as a prerequisite for sustainable economic growth during post-war reconstruction.