As collaborative shopping tools and local language interfaces go big with customers from smaller cities and towns, women entrepreneurs are beginning to emerge as dominant sellers on social commerce sites, states an Economic Times report.

Several investors and founders who spoke to ET told that new formats for online commerce like chats, videos and in-app telecasts are helping women become micro-entrepreneurs.

“Women (sellers) in general have a 20% higher average order value and are also able to garner three to four times higher repeat orders,” said Akshay Ghulati, cofounder of Shiprocket, a logistics technology platform for small businesses to ET.

Apart from top online marketplaces like Flipkart and Amazon, a study by Shiprocket among 1900 online sellers found that women sellers account for a fourth of overall online retail. 68 per cent of these women come from incredibly small towns like Kanchipuram, Thane and Jaipur.

“Women for the first time are taking centre stage in driving e-commerce adoption and opening up new categories dominated by unbranded products which need a layer of trust…,” said Rishabh Verma, founder, WMall, a social commerce platform which solely focusses on women consumers told ET.

“This is where women sellers are stepping up to bridge the trust gap and in turn earn a livelihood for themselves,” he added.