At SHE-com, we’re committed to understanding the journey of women entrepreneurs and amplifying their voices.

This month, through our incredible SHE-com community, we conducted the State of the SHE-Nation survey, led by our founder Lisa Jones, to uncover the realities faced by women in business across Australia. Engaging over 200 female entrepreneurs, the survey revealed powerful insights into their experiences, challenges, and aspirations.

Our community is made up of women at all stages of business growth. From startups to established businesses generating over $100,000 in monthly revenue, they represent the heart of a resilient and ambitious entrepreneurial ecosystem. The findings from this survey reflect not only their successes but also the critical areas where support is needed to help them thrive and grow.

The Women Behind the Survey

The survey revealed that women in their prime professional years, between the ages of 35 and 44, made up the largest group of respondents, followed closely by those aged 25 to 34 and 45 to 54. This indicates that SHE-com’s community is largely composed of women balancing business growth with personal and familial responsibilities. 

Financially, more than half of the respondents reported monthly revenues of $0 to $10K, illustrating that many are in the early stages of business development. A smaller portion, around 6%, are generating over $100K per month, showing that success at scale is attainable, but not yet the norm. Interestingly, nearly 10% of respondents haven’t yet launched their businesses, which reflects the growing appeal of entrepreneurship and the need for foundational guidance.

Geographically, the majority of respondents operate in metro or suburban areas, but close to 30% are based in rural locations. These women often face additional barriers, including limited access to resources and fewer networking opportunities, underscoring the importance of tailored support for rural entrepreneurs.

Challenges and Aspirations of Women Entrepreneurs

One of the most common themes emerging from the survey was the challenge of maintaining work-life balance. Over 78% of women reported difficulty in juggling their business and personal lives, with many frequently feeling overwhelmed by the dual responsibilities. This sense of burnout is compounded by financial concerns, as nearly half of respondents admitted to losing sleep over operational or financial issues in their businesses. Most are relying on personal finances to fund their ventures, highlighting a significant gap in access to external funding opportunities.

Marketing and visibility also emerged as significant pain points. Many women identified social media marketing as a particularly tough area to master, with Instagram standing out as the most challenging platform. Nearly half of the respondents cited marketing as their greatest hurdle, especially when it comes to achieving visibility in a crowded market.

Scaling a business remains a key aspiration, but not without hurdles. Over a third of respondents reported stagnation or decline in growth over the past year. For those with established revenue, meeting ambitious goals often feels out of reach, with only 15% of women saying they’ve fully achieved their initial objectives. Many are still navigating how to turn passion and financial independence into consistent and scalable success.

Mentorship and community support are essential for growth, yet nearly half of respondents found it difficult to connect with mentors who truly understand their unique challenges. A significant proportion also expressed a desire for more opportunities to network with like-minded entrepreneurs, highlighting the value of community-driven initiatives like those offered by SHE-com.

Motivations and Progress

The motivations driving women to start their businesses are varied, but passion is a clear leader. A substantial portion of respondents cited love for their product or service as their primary motivator, while others emphasised the need for financial independence and flexibility. Despite these strong starting points, many are still in the process of achieving their goals. While 45% of women said they’ve partially achieved their initial aspirations, over 37% feel they are still far from reaching them, underscoring the importance of sustained support and guidance.

A Vision for the Future

The State of the SHE-Nation survey provides a valuable snapshot of the women-led entrepreneurial landscape in Australia. These findings reaffirm the incredible strength, ambition, and resilience of our community while also highlighting where we can make an even greater impact.

From addressing the unique challenges of rural entrepreneurs to supporting women in scaling their businesses and reaching their revenue goals, there is immense potential to create meaningful change. At SHE-com, we are committed to being the trusted partner for women in e-commerce, providing education, inspiration, and celebration at every stage of their journey.

This survey is more than a collection of data—it’s a call to action. It’s a reminder of the incredible opportunities that lie ahead when women are given the tools, support, and confidence to achieve their entrepreneurial dreams. Together, we’re building a SHE-nation where every woman has the opportunity to thrive.