Micro-digitalization and green impacts in women's businesses: Comparative analysis of BiH & NM

Digital tools today shape how small businesses communicate, organize their work, and reach customers. For many women entrepreneurs, especially those running micro and small companies, going digital is not only helpful — it is often crucial for staying visible and competitive. At the same time, more businesses are trying to introduce some green practices, such as reducing waste, saving energy, and choosing local suppliers. This research looks at the link between these two trends. The study analyses and compares women-led businesses in two transitional economies in South-East Europe (Western Balkans region), Bosnia and Herzegovina and North Macedonia, focusing on usage frequency and type of implemented digital tools and whether digitalization helps them introduce greener ways of working. The goal is to understand not only how often and which digital tools women use most, but also how confident they feel using them, and whether stronger digital engagement is associated with more sustainable business practices. Thus, contributing in narrowing the gap in literature on this topic in women-led businesses in transitional economies.
Results show clear differences between the two countries. Women in N. Macedonia generally use digital tools more frequently — including social media, online platforms, and even AI applications. In Bosnia and Herzegovina, digital awareness is high, but many entrepreneurs adopt new tools more slowly due to limited resources or a lack of training. Overall, the findings suggest that when women-led businesses use digital tools more actively, they tend to introduce more green practices as well. This highlights the potential of micro-digitalization to support both business growth and steps toward sustainability.