Empowering women entrepreneurs: digital trust and technology adoption in microbusinesses at Nakawa Market

The digital revolution continues to transform business landscapes worldwide, with digital technologies serving as powerful catalysts for operational efficiency, customer outreach and market competitiveness (Unegbu et al., 2024). While high-income economies have leveraged digital innovation to reduce transactional friction and scale service delivery, the benefits of such integration remain unevenly distributed in emerging economies. Empirical evidence demonstrates that Sub-Saharan Africa faces one of the most pronounced digital divides globally, particularly along gender lines. According to the International Telecommunication Union (ITU, 2023) and Global System for Mobile Communications Association (GSMA, 2024), Sub-Saharan Africa records the lowest mobile Internet penetration rate worldwide and the widest gender gap in mobile Internet use, with women 37% less likely than men to use mobile Internet compared to a global average of 16%. World Bank (2023) data further show that informal enterprises in the region lag behind other developing regions in adopting digital business technologies. Consequently, structural barriers limit the uptake of digital tools, especially among women-led micro and small enterprises (MSEs) (Girollet, 2023).

Urban markets such as Nakawa Market in Kampala, Uganda, embody the potential and persistent barriers of digital transformation. Nakawa is a large, bustling market typical of East African city hubs, where hundreds of micro-vendors trade in foodstuffs, household goods, clothing and services. These commercial hubs are predominantly powered by microenterprises, many of which are operated by women who are vital to household livelihoods, community economies and social cohesion (Kyakunda, 2025). Yet, despite their central role, women entrepreneurs commonly experience compounded barriers ranging from inadequate access to digital devices and affordable Internet to low levels of digital skills and exclusion from financial technologies (Neumeyer et al., 2020).

Among these problems, an underexplored yet critical determinant of digital adoption is digital trust, defined as the confidence entrepreneurs place in the reliability, security and trustworthiness of digital systems (Malik, 2024). In situations where digital fraud, misinformation and financial exclusion are common, mistrust can greatly reduce women entrepreneurs' inclination to interact with mobile money, e-commerce platforms or digital record-keeping systems (Omego, 2024). In Uganda, where mobile and online fraud cases are widely reported, trust becomes a basic requirement rather than a byproduct of technology adoption (Serwanga, 2024).

While research on digital inclusion and technology adoption is growing, it is largely centered on formal enterprises or generalized buyer behavior in high-trust environments (Shah and Shah, 2024). There is a dearth of empirical work focused on women entrepreneurs in informal African markets, who face intersecting layers of risk, including limited digital confidence, constrained autonomy in making financial decisions and exposure to exploitative systems (Ndandani, 2022). Present frameworks such as the technology acceptance model (TAM) often neglect trust as a central factor, particularly in low-income urban settings noted for gendered exclusion and systemic vulnerability (Dakduk et al., 2023).

This research tackles an important gap in entrepreneurship and digital inclusion research by exploring the interaction between digital trust and technology adoption in a gendered, informal market context. While prior research has largely focused on formal businesses or generalized user behavior, this study concentrates on women-led microenterprises in an urban informal economy, presenting empirical insights grounded in practice relevance for digital development, gender equity and integrative innovation.

By contextualizing digital adoption within the framework of digital trust, this research delivers useful recommendations for development practitioners, digital service providers and policy actors. It offers a grounded understanding of how to cultivate belief in digital platforms through culturally responsive interventions, targeted training and policy guidelines that reflect the lived realities of informal women entrepreneurs. Moreover, the study adds to the wider literature on inclusive innovation, gender-responsive digital transformation and the informal economy in Africa. In doing so, it highlights how fostering digital trust is not only a technological or infrastructural issue but also a deeply social and gendered concern. Addressing it effectively can open new pathways for women's economic empowerment and integrative growth in rapidly digitizing economies.

The study was guided by the following objectives.

1. To examine the relationship between digital trust and technology adoption among women-led microbusinesses in Nakawa Market;

2. To examine the relationship between digital trust and business performance (operational efficiency and customer engagement);

3. To explore the perceived barriers to digital trust development and technology uptake among women entrepreneurs and

4. To identify context-specific strategies that can enhance digital trust and facilitate effective use of digital tools in informal business environments.

This study draws on three major conceptual models to examine digital trust and technology adoption among women-led microenterprises:

Technology acceptance model: Proposed by Davis (1989), TAM suggests that perceived usefulness and ease of use are primary determinants of technology adoption. Perceived usefulness indicates the extent to which a woman entrepreneur believes that a digital application enhances business outcomes (Jou et al., 2023). Perceived ease of use denotes the degree to which digital tools are perceived as effortless to learn and operate (Linus et al., 2025). However, in low-trust, low-resource settings like informal African markets, these factors alone may be insufficient. For a woman entrepreneur, perceived usefulness depends on her trust that a mobile money platform will not lose her capital, whereas ease of use is hindered if she lacks the digital skills to navigate the interface confidently. Trust becomes a prerequisite for any perceived usefulness to translate into actual use (Kamal et al., 2020). This is consistent with findings by Purnamawati and Nugraha (2021), who show that women-managed small and medium-sized enterprises (SMEs) weigh perceived risk and trust alongside usability when evaluating e-business platforms, especially in resource-constrained contexts.

Diffusion of innovation theory (DOI): Rogers (2003) stresses the value of peer influence, social networks and contextual compatibility in the spread of innovation. In informal markets, technology adoption is a socially embedded process determined by peer influence, local norms and contextual compatibility rather than technical superiority alone (Lakum and Kumar, 2024; Karakara and Osabuohien, 2020). For women in Nakawa Market, adoption decisions are strongly influenced by peer networks and community leaders, with digital tools more readily adopted when they correspond with existing cash-based and relational transaction practices (Bukhari et al., 2024).

Digital trust frameworks: McKnight et al. (2002) argue that digital trust is determined by perceptions of security, system reliability and user integrity. These dimensions are particularly relevant in informal economies where formal digital safeguards may be lacking (Munyoka, 2022). Digital trust in this context is multidimensional, encompassing cognitive beliefs about platform security, affective reassurance in use and behavioral willingness to depend on digital tools for daily business. This conceptualization is supported by evidence showing that trust mediates the relationship between mobile money adoption and sustained usage among financially excluded populations (Bongomin and Ntayi, 2020).

The informal economy consists of small-scale, low-capital economic activities operating outside formal regulatory systems (Garcia-Murillo and Velez-Ospina, 2017). Informal women entrepreneurs within this sector manage microbusinesses while balancing commercial responsibilities with domestic care roles, often within patriarchal socio-economic contexts.

Women entrepreneurs in the Global South face compounded challenges in adopting technology. In Uganda, low digital skills, limited access to mobile devices and restrictive gender norms constrain women's engagement with digital tools (Caine, 2021). Despite being central to informal commerce, women's enterprises frequently function with little institutional support and are excluded from formal innovation ecosystems.

Ogundana et al. (2021) argue that women-owned businesses require unique models for comprehending growth, as classic models overlook gendered experiences. These include limited mobility, care-giving responsibilities and differential access to financing and information, all of which shape their relationship with digital technologies. From a capability-building perspective, leadership competence and progressive learning are increasingly recognized as critical enablers for women entrepreneurs maneuvering digital transitions (Bilderback and Thompson, 2025).

Women entrepreneurs globally encounter structural obstacles to adopting innovation. Scholars note restricted access to finance, networks and digital tools, particularly in male-dominated economies (Islam et al., 2023). In Uganda, these problems are intensified due to restricted access to digital infrastructure, traditional norms that de-emphasize women's financial autonomy and lack of tailored digital support systems (Caine, 2021). Evidence from women entrepreneurs in the Democratic Republic of Congo shows that digital tools are strategically adopted as resilience mechanisms to cope with economic vulnerability and market uncertainty (Kaningini et al., 2023).

Despite structural obstacles, women entrepreneurs demonstrate strong resilience and adaptive capacity, presenting them as active agents of digital change rather than passive recipients (Kaningini et al., 2023). At a continental level, such resilience aligns with Africapitalist perspectives that frame innovation-driven entrepreneurship as an avenue for inclusive economic transformation (Parrott et al., 2025).

Trust is especially important in settings where formal recourse systems are weak or non-existent (Cook and Santana, 2020). According to Ahmad et al. (2020), perceived risk is a major barrier to e-commerce adoption, and trust helps mitigate that risk. In Uganda's informal markets, where cybercrime awareness is low and prior experiences with digital fraud are common, trust in platforms is often built informally through peer use, word of mouth and visible evidence of system reliability. Comparable findings from disadvantaged groups in South Africa demonstrate that digital trust is closely linked to perceptions of inclusion, platform fairness and protection from exploitation (Munyoka, 2022).

Fischer et al. (2020) suggest that trust is a multidimensional construct involving cognitive, emotional and behavioral confidence in digital systems. In practice, this means that for women in Nakawa Market, trust is built not only through platform features but also through positive interactions, transparency and community validation. Structured trust-building interventions, including financial literacy and guided digital onboarding, have been shown to significantly improve confidence and sustained platform use among urban microenterprises (Verma et al., 2025).

Digital trust is a critical enabler of technology-enabled business activity, as it reduces perceived risk, supports system acceptance and encourages sustained digital platform use, notably in environments with weak formal safeguards (Guo, 2022; Fischer et al., 2020). In informal economies, where transactions rely heavily on interpersonal relationships and reputation, trust is foundational in forming entrepreneurs’ willingness to adopt digital technologies. This is especially relevant for women-led microbusinesses operating under conditions of digital inequality and limited institutional protection. Empirical evidence from Sub-Saharan Africa shows that perceived platform credibility significantly predicts the adoption of mobile payments and related digital tools among micro-entrepreneurs (Paas et al., 2021).

Beyond adoption, digital trust additionally influences customer engagement in digitally mediated business interactions. In informal settings, customer relationships are traditionally built through repeated face-to-face exchanges and relational familiarity. As digital tools increasingly mediate these interactions, trust becomes vital to supporting customer confidence, responsiveness and loyalty. Entrepreneurs who perceive digital services as trustworthy are more likely to use them for customer communication, marketing and transaction management, consequently boosting engagement (Balboa et al., 2024).

Digital trust further influences internal business processes by allowing increased, consistent and confident use of digital tools. In informal enterprises, efficiency gains from faster transactions, improved record-keeping and streamlined operations depend on sustained platform use. Low trust can result in underutilization or dependence on manual processes, while high trust supports sustained involvement with digital financial and management systems, bringing about increased operational performance (Balboa et al., 2024; Garcia-Murillo and Velez-Ospina, 2017). Accordingly, this study hypothesizes that.

While numerous studies have examined technology adoption among SMEs globally, few, such as Kimuli et al. (2021), focus specifically on women-led microenterprises in African informal markets. Even fewer consider digital trust as a central determinant of technology engagement. This research tackles that gap by incorporating digital trust into models of digital uptake and linking it to results such as operational efficiency and customer engagement, consequently extending the conceptual perspective through which digital entrepreneurship is understood in resource-limited settings. By utilizing insights from informal economy research, gender-responsive digital adoption studies and trust-mediated information and communication technology scholarship, this study responds directly to calls for more contextually grounded and internationally relevant digital entrepreneurship research.

This study adopted a mixed-methods cross-sectional design to investigate the relationship between digital trust and technology adoption among women entrepreneurs operating within Uganda's informal economy. The research was conducted at Nakawa Market, a major urban trading hub in Kampala known for its concentration of microenterprises and the significant presence of women-led businesses across sectors, including trading, services and manufacturing.

The rationale for a mixed-method design lies in its ability to integrate the breadth of quantitative understandings with the depth of qualitative narratives (Grønmo, 2023). This design enables the measurement of statistical associations between digital trust and technology use while also exploring the detailed, lived experiences of women operating digital adoption within a low trust, gendered entrepreneurial context.

A two-stage sampling strategy was adopted, combining probability and non-probability techniques to ensure both representativeness and analytical depth. For the quantitative phase, the study population comprised 420 women entrepreneurs, as reported by the Nakawa Market Women Traders Association (2025). From this population, a sample of 200 women entrepreneurs was selected using simple random sampling from the association's registry of active members. This approach was chosen to minimize selection bias and ensure that findings could reasonably reflect the diversity of women traders operating within the market. The sample size was determined according to the Krejcie and Morgan (1970) sampling table. Inclusion criteria stipulated that participants must (1) identify as female, (2) own or co-own a business in the market and (3) currently use or have actively considered using digital tools (e.g. mobile money, social media, digital bookkeeping or e-commerce platforms) in their business operations. The qualitative phase involved purposive sampling of 15 participants from the larger survey pool. This approach was justified by the study's aim to generate in-depth, experience-based insights into digital trust rather than statistical generalization. Saturation was achieved after conducting the 13th interview, as no additional themes surfaced thereafter, while the remaining two participants validated the completeness of the identified themes (Guest et al., 2020). Selection criteria aimed for maximum variation in terms of sectoral representation, educational background, age and years of business experience. This approach ensured a rich, multidimensional exploration of digital trust and technology adoption behaviors.

Quantitative data were collected using a structured, researcher-administered questionnaire. Data collection was conducted over a focused four-week period in June 2025. The instrument was organized around three key dimensions: digital trust was measured using a 12-item scale adapted from McKnight et al. (2002), covering the dimensions of perceived security, reliability and integrity of digital platforms. Technology adoption was measured using a composite score based on the frequency and diversity of digital tools used. Customer engagement and operational efficiency were adapted from Ladhari et al. (2019). Each Likert item was measured on a five-point scale, and the questionnaire was pre-tested with a pilot group of 10 participants to assess construct clarity, reliability and content validity. Revisions were made based on pilot feedback.

The qualitative component of the study employed semi-structured in-depth interviews to explore nuanced perceptions and lived experiences of digital trust and technology adoption among women entrepreneurs. An interview guide was developed to ensure consistency across sessions while allowing flexibility for participants to express context-specific insights (Lim, 2025). Key thematic areas included personal definitions and sources of digital trust, cybersecurity concerns and experiences, engagement with digital platforms (e.g. mobile money and social media) and socio-cultural and gender-related barriers to digital adoption. Interviews were conducted over a three-week period in a private and quiet space within or near Nakawa Market to ensure participant comfort and confidentiality. Each session lasted approximately 45 min and was conducted in either English or Luganda, depending on the respondent's language preference. Prior to recording, informed consent was obtained verbally and in writing, and participants were assured of confidentiality and their right to withdraw at any stage.

All interviews were audio-recorded with permission and then transcribed verbatim. Transcripts in Luganda were professionally translated into English to preserve meaning and context. The transcriptions were reviewed twice by the research team to maintain correctness and fidelity to the original expressions. To protect respondent anonymity, identifying details were omitted during transcription, and each participant was assigned a code. This detailed process of data collection and preparation established a solid foundation for the subsequent thematic analysis, ensuring the richness and reliability of qualitative findings.

Ethical considerations were observed throughout the research process in accordance with established social science research ethics. Ethical approval for the study was obtained at the departmental level prior to data collection, as the study involved non-invasive procedures and adult participants engaged in routine business activities.

Participants were fully informed about the purpose of the study, the voluntary nature of participation and the intended use of the data for academic research only. Written and verbal informed consent was obtained from all participants before data collection commenced. Confidentiality and anonymity were ensured by excluding personal identifiers from data collection instruments and transcripts. All data were securely stored and accessed only by the research team.

Quantitative data were analyzed using SPSS (version 25) and descriptive statistics were used to summarize respondent profiles. Inferential analyses included Pearson correlation and linear regression to assess the strength and direction of relationships between digital trust and outcome variables. On the other hand, thematic analysis of qualitative data was conducted following the six-phase framework of Braun and Clarke (2006) using NVivo software. An inductive coding framework was applied to identify recurrent patterns and emergent themes. Coding was performed in multiple iterations to ensure intercoder reliability, and findings were triangulated with quantitative results to improve trustworthiness, contextual accuracy and analytical validity.

The study surveyed 200 women-led microenterprises in Nakawa Market. The largest age segment (33.0%) was women aged 34–41, followed by 29.5% aged 18–25. Only 11.5% fell within the 42–49 age bracket (as seen in Table 1). These distributions suggest that women in their prime working years dominate the market, indicating strong entrepreneurial energy and potential for digital adoption.

In terms of education, 36.0% of respondents had completed A-Level, 27.5% held a bachelor's degree, while 25.5% had “other” qualifications, including informal training or vocational skills. This educational spread suggests a capacity for digital engagement, though with varying levels of readiness.

Table 1 illustrates that over 64.0% were traders, 24.5% in manufacturing and 11.5% in service provision. Business tenure was largely stable: 36.0% had been in operation for over 10 years, while 30.5% had run for 7–10 years, pointing to seasoned entrepreneurs likely to benefit from, yet also potentially resistant to digital change.

A moderate positive correlation was found between digital trust and technology adoption (r = 0.412, p < 0.01), supporting H1 (see Table 2). Entrepreneurs with higher trust in digital tools were significantly more likely to use platforms such as mobile money, WhatsApp Business and Facebook Marketplace. From the qualitative interviews, many participants expressed reluctance rooted in past digital fraud or data breaches. One trader shared: “I tried mobile banking, but after a fraud incident, I now prefer cash. I don't trust those platforms anymore” (Participant 5 - Vegetable seller). However, contrasting narratives revealed pathways to trust-building. Another participant explained that her trust was earned gradually: “At first, I only used mobile money for small amounts. When I saw it was reliable for months, I started using it for larger supplier payments. Now, I trust it completely” (Participant 9 - Electronics vendor). This confirms that digital trust is deeply experiential and that while negative encounters can hinder adoption, consistent positive experiences can systematically build it.

In Table 3 above, regression analysis showed that digital trust accounted for 18.3% of the variance in customer engagement (β = 0.428, p < 0.001), supporting H2. This implies that trust enhances customers' willingness to interact with businesses online and to complete digital transactions. An interviewee remarked: “When customers see I have an official WhatsApp or Facebook business page, they take me seriously and order confidently even from afar” (Participant 2 - Restaurant owner). Another participant highlighted how trust enabled deeper relationships: “Because I use secure payment and post genuine product videos, my customers trust me. They even pre-order items and pay digitally without seeing me in person” (Participant 14 - Fabric seller). Thus, digital cues such as verified pages, customer reviews or prompt responses can serve as trust signals that improve client interaction.

As shown in Table 4, digital trust also positively impacted operational efficiency, accounting for 9.1% of the variance (β = 0.302, p < 0.001), supporting H3. Entrepreneurs with higher trust in digital tools reported streamlined transactions, reduced paperwork and quicker deliveries, especially when using mobile money and digital inventory systems. However, qualitative data showed a gap between potential and actual use. One participant shared: “I've seen systems that could make my work easier, but I'm afraid to use them unless I fully understand how safe they are” (Participant 7 - tomato seller). Conversely, a trusted adopter stated: “Using a simple digital ledger app I learned about from a fellow trader has saved me hours each week. I trust it because she showed me how it works and I control the data” (Participant 18 - cereals trader).

The findings revealed three central barriers impeding digital technology adoption among women entrepreneurs in Nakawa Market: low digital literacy, cybersecurity fears and socio-cultural constraints. Many respondents expressed uncertainty about how to engage with digital tools, particularly social media and e-commerce platforms. One participant noted, “I hear others use Instagram for business, but I don't know how to start or even what to post” (Participant 1 - matooke seller). Cybersecurity concerns also emerged strongly, with some respondents reluctant to use mobile money or digital apps due to perceived risks. As one woman explained, “They say hackers can empty your bank account if you use mobile apps. I'd rather not risk it” (Participant 11 - cloth seller). Furthermore, socio-cultural dynamics, particularly gender norms, also influenced technology use. In several cases, male partners or family members controlled financial decisions and access to digital devices. One respondent candidly shared, “My husband says I don't need a smartphone for business; he handles the big purchases” (Participant 15 - charcoal seller). This was elaborated by another participant who described a more subtle form of control: “I have a phone, but my brother always warns me about online scams. His fear makes me nervous to try new apps, even though I want to” (Participant 6 - cosmetics seller). This points to patriarchal power structures that constrain women's autonomy in business and technology adoption, whether through direct control or influential discouragement.

The findings revealed four interrelated strategies, as indicated below:

First, contextualized digital literacy was identified as a foundational driver of trust. Participants emphasized training that aligns with everyday business practices, such as managing digital payments, recognizing online fraud and confidently navigating platforms. Practical, step-by-step learning reduced fear and uncertainty, as one participant noted: “If someone shows me step by step how to use it safely for my business, I won't fear it” (Participant 7, tomato seller). Suggesting that experiential, work-embedded learning enables women to perceive digital tools as supportive rather than disruptive.

Second, platform safety, transparency and responsiveness strongly influenced adoption decisions. Participants expressed greater confidence in platforms that demonstrated visible security features and offered accessible support. As one participant explained, “I need to know that if something goes wrong, there is someone to help me” (Participant 11, cloth seller). Highlighting the importance of institutional trust signals reducing perceived risk.

Third, peer-led trust building emerged as a critical mechanism. Women were more willing to adopt digital tools when trusted peers demonstrated successful use and shared their experiences. One participant remarked, “If I see another woman in the market succeed with digital tools and she explains how it works, I'll follow her lead” (Participant 3, phone seller). Highlighting trust as a socially constructed process shaped through collective learning.

Finally, collaborative support ecosystems were viewed as essential for sustained digital engagement. Participants stressed the need for coordination among local authorities, support organizations and technology providers to ensure inclusive and reliable systems. As noted by one participant, “When everyone is involved and supporting us, it becomes easier to trust these systems” (Participant 6, cosmetics seller). Overall, digital trust is embedded within broader work ecosystems shaped by structural and social conditions.

This study examined the role of digital trust in technology adoption among women-led microbusinesses in Nakawa Market, Uganda. The findings confirm that digital trust is not merely a peripheral concern but a central pillar in the digital integration process within informal, low-resource settings. The significant positive relationships supporting H1, H2, and H3 reinforce and extend the TAM (Davis, 1989) by empirically demonstrating that in contexts of high perceived risk, trust is a fundamental antecedent to both the perceived usefulness and ease of use of a technology (Purnamawati and Nugraha, 2021).

Qualitative findings contextualize these relationships by showing that digital trust is built through experience, peer validation, and perceived system transparency (Munyoka, 2022; Verma et al., 2025). Consistent with DOI, peer testimonies reduced uncertainty and encouraged adoption (Rogers, 2003). However, peer influence was not a significant moderator in the quantitative model, suggesting that it may act more as a direct driver of trust formation than as a moderator.

Barriers such as digital illiteracy, cybersecurity fears, and socio-cultural constraints were found to intersect rather than remain isolated (Garcia-Murillo and Velez-Ospina, 2017). These dynamics create cycles of exclusion, yet women who overcome them through peer learning and experimentation often emerge as digital ambassadors within their networks (Bilderback and Thompson, 2025).

The study's context, which is a typical East African informal market, provides a powerful lens on the micro-dynamics of digital transformation. It highlights that “inclusive digital innovation” (Munyoka, 2022) must be rooted in an understanding of these lived realities, in which trust is social as much as technological and in which empowerment involves navigating both digital interfaces and complex social hierarchies (Parrott et al., 2025).

Drawing on these insights, the study proposes four interlinked strategies to promote digital trust and improve technology adoption. First, targeted digital literacy training should be offered to women entrepreneurs across different education levels, ensuring that content is contextually relevant and practically applicable. This resonates with Hussain et al. (2024), who agreed that, beyond technical skills, such training must also address digital safety and platform navigation.

Second, platform design must prioritize security and transparency, with fraud protection measures and accessible customer support to allay fears of financial loss. Women are more likely to adopt digital systems when they perceive them as trustworthy and user-centric (Stamate et al., 2024).

Third, the findings highlight the power of peer-led trust building. Several women reported that they would be more likely to use digital tools if guided by a fellow entrepreneur.

One remarked,

This highlights the importance of social modeling and suggests that successful adopters can serve as informal ambassadors, helping bridge the gap between awareness and adoption.

Finally, multi-stakeholder collaboration is essential. Local governments, nongovernmental organizations (NGOs) and fintech firms must coordinate efforts to expand digital infrastructure, provide accessible support systems and co-design inclusive, safe solutions. Policies should not only promote access but also tackle the structural and cultural barriers that inhibit equitable technology use (Higgins et al., 2023).

Collectively, these strategies address the multi-layered nature of digital trust, recognizing that fostering adoption requires technical, educational and social interventions tailored to the lived realities of women in informal markets.

This study examined the influence of digital trust on technology adoption among women-led microbusinesses operating in Uganda's Nakawa Market. Drawing on both quantitative and qualitative data, the study revealed that digital trust significantly shapes not only the likelihood of adopting digital tools but also their effectiveness in enhancing customer engagement and operational efficiency. Digital trust emerged as a critical enabler of sustained technology use, and its absence was frequently cited as a barrier to engagement in the digital economy. The findings show that while women entrepreneurs in Nakawa Market demonstrate a willingness to innovate, their adoption of technology is often undermined by digital illiteracy, cybersecurity concerns and gendered socio-cultural norms. Nonetheless, those who have successfully navigated these challenges report tangible benefits, including streamlined transactions and stronger customer loyalty. Therefore, by centering the lived experiences of women entrepreneurs, this research contributes to a growing body of literature that highlights the interplay between trust, digital infrastructure and inclusive development. The study affirms that digital transformation in Africa's informal economy must go beyond tool provision to encompass trust-building, capacity development and social change.

The findings present actionable insights for policymakers, development practitioners and entrepreneurial support actors in Uganda and similar contexts. Tailored digital literacy programs, especially those delivered in local languages and through peer mentoring, are essential to reduce fear and build women's confidence not only in technical skills but also in cybersecurity and digital rights. Governments and fintechs must co-create secure, transparent and user-friendly platforms that incorporate features such as verified merchant profiles and responsive customer support. Trust can be further fostered by leveraging peer influence by training digitally adept women as ambassadors to mentor others and challenge socio-cultural constraints. To shift gender norms, community dialogs involving spouses, leaders and market associations are critical in reframing digital inclusion as a collective economic asset. Moreover, incentivizing innovation through micro-grants and recognition can spark a culture of tech adoption among women entrepreneurs in informal markets. Additionally, interventions must consciously address patriarchal constraints by engaging with male family members and community leaders, reframing digital adoption as a household economic benefit and creating safe spaces for women to build autonomous digital decision-making skills. Finally, governments, NGOs, and private sector actors should collaborate to improve digital infrastructure, offer microgrants for device acquisition and develop policies that recognize and support the digitalization of the informal sector, aligning with Sustainable Development Goals 5 (Gender Equality) and 8 (Decent Work) (Kaningini et al., 2023).

Future studies should examine the longitudinal impacts of digital trust-building programs, explore male-female dynamics in joint-owned businesses and assess the role of digital identity verification in improving consumer confidence in informal settings. While this study is focused on Nakawa Market, the findings on the centrality of trust, the intersection of barriers and the effectiveness of peer-led learning are highly transferable to similar informal market contexts across Sub-Saharan Africa and other low-resource settings where women entrepreneurs operate within relational economies and face gendered constraints (Karakara and Osabuohien, 2020). Cross-market comparative research could further illuminate best practices for digital inclusion in Sub-Saharan Africa.

The research involved human participants. However, formal ethics review board clearance was not required because the study was conducted as part of an academic research project involving minimal risk, focusing on voluntary participation and non-sensitive business-related information. All respondents were adult women entrepreneurs operating within Nakawa Market, and participation was based on informed consent, with assurances of confidentiality, anonymity and the right to withdraw at any time.

The study complied with the ethical guidelines for social science research commonly observed in Ugandan higher education institutions, ensuring respect, privacy and data protection throughout the process.