Our local study [1] shows that for one in three women, financial independence is the main factor behind the decision to start the self-employment journey. As many as 72% agree that the end result is worth the effort. What do the businesswomen of Amazon.pl say about their own experiences?
Home & Garden, Fashion & Accessories, and Food & Grocery emerged as top categories for an average of 21% of women entrepreneurs surveyed by the Ariadna Nationwide Research Panel and Amazon in Poland. One in three currently run a one-person business, while a quarter lead micro-enterprises employing up to ten people. Here’s how their journeys typically began.
A desire for independence, better control over personal schedules, and increased flexibility – these are the most significant motivations for about one in three surveyed women who decided to establish their own companies. In addition, 25% list passion for their work as a key driver.
“When you do what you love, you’re continually creating, evolving, and following your aspirations. If you genuinely believe in the value of your product or service and its ability to help others, trust that customers will feel the same way,” – says Aneta Grams, co-founder of Fun With Mum, a brand specialising in teepee tents, décor, and essential items for little ones.
A key to freedom, or a ticket to a world of challenges?
Growing a retail business means constant adaptation. From trying out new materials to finding the best sales channels, the nature of retail is an ongoing discovery. However, women’s paths to success can be shaped by both practical and psychological hurdles. According to 38% of respondents, finding a balance between professional development and personal life is one of the hardest aspects of running a business. “People often expect women to handle everything – family, business, hobbies, and a healthy lifestyle. Since there are only 24 hours in a day, you have to choose what takes priority at any given moment. And not blame yourself for that choice,” – comments Anna Migacz-Lesińska, founder of Cargo by Owee a brand that creates bags, backpacks, and waist packs designed for a busy lifestyle.
Nearly one-third of respondents also point to a constant need to demonstrate their value (30%), and almost half (47%) believe that when it comes to business, men simply have it easier. “We often face stricter scrutiny and stereotypes. At times, I was the only woman in a meeting, and I’ve witnessed people expecting me to say less. Try to keep in mind that in such situations, data, quality, and results speak for themselves. The biggest challenge is to stop viewing yourself as a ‘woman in business’ and instead see yourself as an ‘entrepreneur with a solid plan.’ Gender doesn’t determine success—your decisions do,” – Anna adds.
The strength that fuels success comes from within
Can certain qualities of women’s nature serve as a business advantage? According to the respondents the answer is a resounding yes. Engagement, creativity, and disciplined time management top the list, cited by 52%, 43%, and 39% of those surveyed, respectively.
“Hard work, passion, and determination also play a crucial role. In my case, the first strength made the biggest difference. I remember working day and night to fulfil my first orders – I never gave up. An ability to search for solutions and connect with people also helped, and those relationships were vital in growing the brand,” – emphasises Aneta Grams. “When I started out, access to information was much more limited. Apart from books, there were hardly any resources to guide us. We were feeling in the dark, learning from our own mistakes. Entrepreneurship should be a required subject in high school. If I’d had the knowledge I do now – after 10 years of experience – I definitely would have done a few things differently. Still, I regret nothing,” – she said.
Anna Migacz-Lesińska, the manufacturer of bags-and-accessorise at Cargo by Owee, shared a similar view: “For me, openness, consistency, and willingness to adapt are also essential. Listening to customers and partners is the foundation – they show you what works and where improvements are needed. Consistency helps to hang on through the times when the market hasn’t yet realised it needs what you’re offering. And being ready to pivot is the only way not to get stuck, especially in an industry that’s always on the move.”
Self-reliance vs. support – how do women navigate the world of e-commerce?
Women entrepreneurs agree that while personal qualities do contribute to business success, these traits alone aren’t enough. They additionally highlight the importance of industry knowledge, following market trends, and constantly seeking new, effective ways to boost sales. What’s also important, nearly half of the surveyed entrepreneurs (43%) have admitted to making a significant mistake, yet 55% of those managed to turn it into a success.
Scaling a business, assessing demand, reaching new customers, and venturing abroad – these are the day-to-day challenges sellers face. Yet the research needed to understand local regulations, logistics planning, and similar details can be both time-consuming and complex.
“This is a reason why entrepreneurs are increasingly drawn to trusted marketplaces, which streamline the initial stages of their journey and guide them step by step through the e-commerce landscape. One in three women in our survey noted that solutions that support online sales would be most beneficial for their further growth. That’s why we share our know-how with sellers and help them expand their businesses, not only across Poland but also beyond its borders, once they’re ready. Our main goal is to ensure they feel fully prepared and supported on their path to success,” – explains Katarzyna Ciechanowska-Ciosk, Country Leader Amazon.pl.
Practical tech solutions and major improvements in sales infrastructure have opened new doors for entrepreneurs in the digital era. Coupled with inspiring success stories, these developments can make the future look more promising. “There’s no need to tackle every challenge alone when you can learn from people who’ve already been down this road. Success breeds success: when women see others who have accomplished something, they’re more likely to take the leap themselves. Running a business is like running a marathon, and it helps to have inspiring companions along the way,” – said Anna Migacz-Lesińska.
[1] The survey was conducted by the polish Nationwide Research Panel Ariadna with a sample size of N=109 respondents: women business owners in the retail sector. The fieldwork took place between February 7 and 12, 2025, using the CAWI (Computer-Assisted Web Interview) method.
