In Mexico, 13 million families obtain their main source of income thanks to to the nenis, women who undertake, sell or expand their businesses through social networks, revealed Tala, a financing app.
Daily, five million 200 thousand microentrepreneurs in the digital world sell just over nine million 500 thousand pesos, This is why, whether they work formally or informally, they are already subject to credits.
All tothat women or mothers of families who, due to the pandemic, had to seek sustenance through technology promoted this form of commerce, and now they have become one of the sales force with the greatest presence in the digital world, revealed the study carried out by Tala, in conjunction with the Laboratory of Analysis in Commerce, Economy and Business (Lacen) of the UNAM, the Mexican Institute for Competitiveness (Imco) and the National Institute of Statistics and Geography (Inegi).
According to the study, eight out of 10 female entrepreneurs or “nenis” work informally and despite this, almost 20 and a half million people have seen, contacted or bought a product with them.
They sell to a greater extent clothing, makeup, jewelry and accessories, footwear, skin care products, kitchen products, gifts and mobile phones. Specifically, four out of 10 nenis sell clothes.
He even pointed outIn the study, more than once they have become a trend in social networks, mainly on Twitter, despite the fact that this does not represent a sales channel for the sector.
The states where Internet users seek these women the most are Baja California, Morelos, Nayarit, Querétaro and San Luis Potosí, according to searches carried out on the internet from June 1, 2020 to May 31 of this year.
What’s more, in one of the worst years for the Mexican economy as activity fell 8.5 percent, the nenis They managed to increase their sales, which are made mainly through social networks such as Facebook, Instagram or WhatsApp.
According to the surveys carried out, more and more people know about their work and even 40 percent of them say they are “proud” of undertaking.
Three out of 10 of the microentrepreneurs assure that the sales are made to support their families and two out of 10 affirmed that with this model they strengthened economically during the pandemic.
In turn, 10 percent say “grateful” to be part of this segment and 5 percent take care of their home.
Concern about insecurity
Among the main concerns of the nenis is safety, since deliveries are made mainly in public places and for 46 percent this represents a problem.
Also, 18 percent consider the lack of access to financing for women a barrier: another percentage believes that market regulation is also an obstacle, as well as the lack of education or courses on the subject.
In order to serve the segment, Tala Mobile, a company that has a presence in addition to Mexico in India, the Philippines and Kenya, in conjunction with Estafeta, is already working on a plan to provide personalized services to Nenis calls.
Tto does the credit evaluation based on the behavioral information contained in the smartphones of each person, with algorithms and artificial intelligence and a predictive assessment of the capacity and willingness to pay, without evaluating the credit history.
For its part, Estafeta believes that they can be allies of this segment in order to prevent women from exposing themselves when delivering orders and spending that time creating and promoting their goods and services. This alliance is expected to be a model for access to credit and secure logistics.