E-commerce and woman entrepreneurs: A data mining of e-commerce statistics in Indonesia

Abstract

The rapid ICT development in developing countries has offered people an opportunity to participate in ecommerce. This study departed from an exploratory question in the data mining context: "What information can be revealed regarding women entrepreneurs in e-commerce?" This study adopted a data mining approach, implemented through the Cross-Industry Standard Process for Data Mining framework, using Knime Analytics Platform as a data analysis tool. The context of data analysis is in Indonesia, and the unit of analysis is a province in which the e-commerce related data were aggregated per province. The result revealed that women ecommerce entrepreneurs were likely to have higher educational backgrounds and were younger than men entrepreneurs. In provinces where the percentage of ecommerce firms is low, women entrepreneurs contributed more than men. The finding provided evidence of the role of women e-commerce entrepreneurs in the country context. The policymakers and agents promoting woman empowerment might focus on facilitating women to enter e-commerce, especially in provinces with low e-commerce adoption.