Abstract
This paper explores the role of digital space in enabling women’s informal entrepreneurship in developing economies that are mostly riddled with institutional voids. It is based on an in-depth study of forty-seven (47) women informal entrepreneurs from Karachi, Pakistan. We utilize the institutional logics perspective to explore the voids women informal entrepreneurs face in their businesses and the resolution of these voids through the interaction of pre-existing institutional logics and emergent digital logics. The findings of this research show dominance of patriarchal logic and active utilization of digital logics to overcome it. From our data, we abstract digital logics of flexibility, affordability, spreadability, and connectivity as well as their interaction with dominant patriarchal logic that result in transposing and diffusing practices for women informal entrepreneur. This research contributes to the literature by examining how digital space amalgamates into business operations enabling women’s informal entrepreneurship.
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