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Micro-entrepreneurs in the Platform Era

This research by FiDA involved talked to 27 micro-entrepreneurs in Kenya about how they use platforms (from social media sites to e-commerce marketplaces and online freelancing websites) in their day-to-day business. The platform practices these conversations revealed include: the prevalence of social media use, the intermingling of online and offline worlds, the adjustments made to tweak online credibility, and the unique approaches to
upskilling. Platform product designers should build with these practices in mind. This research aims to develop a deeper understanding of what it means to be a micro-entrepreneur in the platform era, and how the
spread of platforms presents new opportunities—and challenges—for their economic and financial inclusion.

FiDA Partnership
The Mastercard Foundation Partnership for Finance in a Digital Africa (the “Partnership”) is an initiative of the Foundation’s Financial Inclusion Program. The Partnership catalyzes knowledge and insights to promote meaningful financial inclusion in an increasingly digital world. Led and hosted by Caribou Digital, the Partnership works closely with leading organizations and companies across the digital finance space. By aggregating and synthesizing knowledge, conducting research to address key gaps, and identifying implications for the diverse actors working in the space, the Partnership strives to inform decisions with facts, and to accelerate meaningful financial inclusion for people across sub-Saharan Africa.

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