(Juba) – Faced with soaring shop rents and heavy taxes, small-scale businesswomen in South Sudan’s capital are turning to social media to keep their enterprises alive.
As Juba’s economy struggles with inflation and high operational costs, female entrepreneurs are increasingly relying on Facebook, WhatsApp, and Instagram to sell everything from handmade crafts to baked goods—bypassing the need for expensive physical stores.
Why Women Are Going Digital
| Challenge | Social Media Solution |
|---|---|
| High shop rents (up to $500/month in prime areas) | No need for a physical storefront |
| Rising city council taxes | Lower overhead costs |
| Declining customer spending | Wider reach beyond local buyers |
| Harassment from tax collectors | Flexible, low-regulation sales |
Akor Paul, a mother of five, is among those who have turned to online selling. Specializing in traditional beadwork, she started on Facebook while living in Sudan and continued after returning to Juba.
“When my husband retired, I became the sole breadwinner,” she said. “Social media helped me pay school fees and even hire delivery riders.”
Other women, like Mari Charles, began selling online to fund university studies. “Renting a shop was impossible with city council fees,” she explained. Now, she sells cosmetics and clothes entirely through social platforms.
The Downsides of Digital Trade
Despite its advantages, social media commerce comes with risks:
- Scams and payment fraud
- Unreliable internet access
- No formal business protections
Jackleen Romano, a baker, said ingredient costs still hurt profits. “Flour, sugar, and oil prices keep rising, but at least online sales help me reach more customers.”
A Shift in South Sudan’s Informal Economy
The trend reflects broader economic pressures:
- Juba’s shop rents have doubled in some areas since 2023.
- City council taxes target small businesses but often ignore large traders.
- Mobile money and social media are filling gaps left by weak banking systems.
As South Sudan marked International Women’s Day (March 8, 2025) under the theme “Accelerate Action,” these women’s stories highlighted how innovation is helping them survive—and even thrive—in a challenging economy.
Reported with support from Journalists for Human Rights (JHR) and Canada’s Peace and Stabilization Program.
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