Government Schemes

SHE Mart: Empowering Women Entrepreneurs Through Digital Commerce

How the Government of India is bridging market access gaps for women-led businesses with a dedicated digital marketplace

February 28, 2026

12 min read

Women Empowerment

Women entrepreneurship in India is growing rapidly, but one of the biggest challenges women-led businesses face is market access. Many women entrepreneurs, Self-Help Groups (SHGs), and home-based businesses produce high-quality products but struggle to sell beyond local markets.

To bridge this gap, the Government of India introduced SHE Mart — a women-focused digital marketplace designed to help women entrepreneurs sell their products online and reach wider audiences across India.

SHE Mart is not just an e-commerce platform — it is a livelihood enabler that connects policy support, digital infrastructure, and entrepreneurship development into a single ecosystem designed for women.

Understanding the Platform

What Is SHE Mart?

A government-supported digital marketing and e-commerce platform created to promote women-led enterprises

SHE Mart (also written as SHeMart or SheMart) is a government-supported digital marketing and e-commerce platform that enables women entrepreneurs and Self-Help Groups to:

Showcase their products online

Sell directly to customers

Access national markets

Build sustainable income streams

The platform is part of India's broader push toward women empowerment, rural livelihoods, MSME growth, and Digital India adoption.

Mission & Goals

Objectives of SHE Mart

Core goals driving the platform's mission to empower women entrepreneurs

Promote Women Entrepreneurship

Encourages women to start businesses by giving them a ready marketplace. Supports both urban and rural women, including home-based entrepreneurs.

Provide Market Linkages

Connects sellers directly with customers across India, reducing dependency on middlemen and enabling fair pricing.

Enable Digital Commerce Participation

Introduces rural women to digital selling, online cataloguing, and digital payments — bridging the digital divide.

Increase Income & Financial Independence

Expands sales reach beyond local markets, helping women improve earnings and contribute to household stability.

Product Categories

Types of Products Sold on SHE Mart

Handmade, traditional, and locally produced goods — promoting India's "local to national" product movement

Handicrafts

Traditional handmade crafts from across India

Handloom Textiles

Weaved fabrics and textiles from rural artisans

Apparel & Garments

Traditional and modern clothing lines

Organic Food Products

Naturally grown and processed food items

Homemade Snacks & Pickles

Traditional recipes passed through generations

Jewellery & Accessories

Handcrafted ornaments and fashion accessories

Herbal & Wellness Products

Natural health and beauty products

Home Decor Items

Artistic home decoration pieces

Platform Capabilities

Key Features of SHE Mart

End-to-end digital commerce tools designed for women entrepreneurs

Digital Storefront

Each registered seller gets an online shop or profile where products can be listed and displayed to customers nationwide.

Nationwide product visibility

E-Commerce Integration

Customers can browse and purchase products directly through the platform, enabling seamless nationwide sales.

Direct customer sales

Logistics Support

The platform facilitates shipping partnerships, helping even rural sellers deliver products across India efficiently.

Pan-India delivery network

Digital Payment Systems

Integrated payment gateways ensure secure transactions and direct transfer of earnings to sellers' accounts.

Secure & instant payments

Branding & Promotion Support

Women entrepreneurs receive exposure through digital campaigns, exhibitions, and promotional initiatives.

Marketing assistance

How SHE Mart Works

An end-to-end digital selling ecosystem for women entrepreneurs

Seller Onboarding

Through livelihood missions or state networks

Product Listing

Catalog creation with images and descriptions

Customer Discovery

Online order placement by buyers nationwide

Packaging & Dispatch

Logistics support for safe product delivery

Payment Settlement

Digital payment directly to seller accounts

Government Support

Implementing Bodies Behind SHE Mart

Multiple government institutions working together to empower women entrepreneurs

Ministry of Rural Development

Policy & funding oversight

National Rural Livelihoods Mission (NRLM)

Implementation backbone

State Rural Livelihood Missions (SRLMs)

State-level execution

Women and Child Development Departments

Women welfare integration

Eligibility

Who Can Benefit From SHE Mart?

Particularly impactful for women operating in informal or semi-formal business environments

Women Entrepreneurs

Self-Help Groups (SHGs)

Rural Women Artisans

Women-Led MSMEs

Home-Based Business Owners

Women Startups

Impact & Benefits

Economic and Social Benefits

Economic Benefits

Increased product sales
Better profit margins
Direct customer relationships

Social Benefits

Financial independence
Community empowerment
Recognition of traditional skills

Digital Benefits

Exposure to e-commerce
Improved digital literacy
Online brand building

Complementary Programs

Linkage With Other Government Initiatives

SHE Mart complements several national missions, strengthening grassroots entrepreneurship

National Rural Livelihoods Mission

Supports rural self-employment and livelihoods

Digital India

Digital empowerment and technology access for all

Make in India

Promotes domestic manufacturing and products

Vocal for Local

Encourages buying locally produced goods

One District One Product (ODOP)

District-specific product branding and promotion

Growth Potential

Market Impact of SHE Mart

Local to National Reach

Products once sold only in village markets can now reach urban and metropolitan buyers across India.

Export Potential

Handicrafts, textiles, and traditional goods gain exposure to international demand channels.

Cluster Development

District-specific products receive branding and promotional support, strengthening regional economies.

Advantages & Challenges

Recognizing challenges helps improve implementation and impact

Advantages

Financial inclusion of women
Rural enterprise growth
Direct marketing access
Digital adoption

Challenges

Digital literacy gaps in rural areas
Logistics in remote regions
Quality standardization needs
Competition in online marketplaces

Why SHE Mart Matters Today

SHE Mart is not just an e-commerce platform. It is a livelihood enabler. It connects policy support, digital infrastructure, and entrepreneurship development into a single ecosystem designed for women.

As India pushes toward inclusive economic growth, platforms like SHE Mart ensure women entrepreneurs are not left behind. By providing market access, logistics support, branding visibility, and income opportunities, it transforms local women-led businesses into scalable enterprises.

For women entrepreneurs looking to expand beyond local markets, SHE Mart offers a structured pathway to participate in India's growing digital economy.

Frequently Asked Questions

Common questions about SHE Mart and how it supports women entrepreneurs

SHE Mart is a government-supported digital marketplace that helps women entrepreneurs and Self-Help Groups (SHGs) sell their products online, reach wider audiences, and build sustainable income streams.

Women entrepreneurs, Self-Help Groups (SHGs), rural women artisans, women-led MSMEs, home-based business owners, and women startups can participate and sell their products on SHE Mart.

Products include handicrafts, handloom textiles, apparel and garments, organic food products, homemade snacks and pickles, jewellery and accessories, herbal and wellness products, and home decor items.

No. While SHE Mart has a strong focus on rural women entrepreneurs, urban women entrepreneurs can also benefit from the platform and its market access features.

SHE Mart helps women financially by increasing their sales reach beyond local markets, improving income through direct customer relationships, reducing dependency on middlemen, and providing access to national and potentially international markets.

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