Abstract Motivation Mobile and internet usage has seen accelerated upward trends following the COVID‐19 shock. There is growing evidence of the significant potential inherent in digital spaces in terms of upskilling, networking, and expanding earning opportunities. However, despite its potential, there remains a substantial divide in access to digital spaces, particularly from a gender perspective. This is especially so in patriarchal societies with strictly defined gender roles such as in Pakistan. Purpose In this article, we focus on women's patterns of digital technology and social media use in Pakistan and examine how these broadly connect with the labour market. We also explore the immense potential of the digital ecosystem, as well as the challenges women face in utilizing digital technologies to enhance their earning opportunities. Approach and methods Our study uses extensive qualitative research in the form of in‐depth interviews, field observations, and focus group discussions with approximately 250 women of varying socioeconomic status, professions, and educational backgrounds. We also engaged with women's rights organizations, capacity building experts, and digital trainers in Pakistan. Findings Our findings suggest that although the digital ecosystem in Pakistan has significant potential to improve women's economic opportunities and outcomes, there are also substantial barriers that prevent them from fully engaging in the digital environment. We identify these constraints as: financial and time constraints, limited trust and privacy concerns, gendered power dynamics, and inadequate structures and infrastructural support. Policy implications It is imperative to implement processes and laws that utilize digital technology as a tool for the financial and social empowerment of women in Pakistan. Our article recommends increased government involvement and collaboration with private entities to provide affordable access to mobile phones and digital accessories, fund training and awareness programmes that promote the sustainable use of digital technology, and raise awareness about data privacy and online security.
Majid et al. (Thu,) studied this question.