Despite offering creators several opportunities, the DIY economy is rife with hurdles—from inconsistent revenue streams to continuous innovation—for millions who rely on it. According to Value Market Research, the arts and crafts market is expected to reach $102 billion globally by 2032. Trends shaping the market include e-commerce platforms that facilitate direct artist-to-consumer sales, growing sustainability concerns driving the demand for eco-friendly materials, and the seamless integration of traditional craftsmanship with modern design sensibilities.

Juggling multiple roles—from production and marketing to customer service—with minimal support, many women entrepreneurs are struggling.

Competing with mass-produced goods can also be daunting, as consumers often prioritize price over craftsmanship. 

“Women in the DIY economy often face structural barriers such as limited access to resources, financial constraints, lack of formal training, and limited access to digital tools and platforms,” says Aida Kandiil, founder of MyTindy, a marketplace for Moroccan craft. 

Social and cultural norms may also restrict their ability to promote their work or travel to access broader markets, she adds. 

Women struggle to sustain their DIY businesses for several reasons. “Many women still struggle to take their products to the next level, in which they can maintain and scale their businesses. Unique and modern product design and high-quality finishing are still a significant barrier to growth,” says Sami Hourani, founder and CEO of Souq Fann, an e-commerce portal that connects artists, artisans, and handicraft producers across Jordan to new economic opportunities.

THE DIY LANDSCAPE 

There are several examples of creators becoming overnight successes, but in reality, the lives of several women creators without access to digital platforms mean an added struggle. 

“We offer training in digital literacy, online marketing, and business management to help them navigate the e-commerce landscape effectively,” says Kandiil.

She designed her platform to be user-friendly and accessible even for those who are not tech-savvy, making it easier for women to manage their online shops and engage with a global audience.

Similarly, Souq Fann was launched to address the problems facing artists, artisans, and handicraft makers due to MENA’s lack of a marketplace for buying and selling high-quality art, handicrafts, and cultural goods. The platform supports women creators by providing a gamut of training on various arms of running a business including e-commerce and digital selling, entrepreneurship, business management and scaling, product development and design, pricing and cost-structuring, marketing and branding, packaging and shipping and more. 

In addition to supporting women in sourcing, listing products, story-telling, photography, product description, logistics, payment, and shipping, Hourani says his platform aims to enable women to focus on production and provide them with the rest of the cycle.

Another significant challenge in the DIY economy is the higher cost associated with handmade or custom-crafted items. Unlike mass-produced goods, DIY creations often involve more expensive, ethically sourced materials and significant labor. 

According to Hoda Ghavidel, founder of Mood La Mode, the unique craftsmanship, ethical practices, and the story behind the DIY products make them stand apart, but “supporting small businesses often comes with a higher price tag.” 

EXPLOITATION AND UNDERVALUATION 

Women in the DIY economy are also vulnerable to exploitation and undervaluation. Kandiil says, “This often stems from a lack of awareness of their work’s true value, both culturally and economically, as well as a lack of bargaining power in male-dominated markets.” She explains that many women artisans sell their products at lower prices than they’re worth due to limited knowledge of international market rates or the pressure to attract buyers. 

To address this, she says MyTindy provides market insights, pricing support, and educational resources that help women artisans understand the value of their work and price it competitively.

Another barrier is accessing capital. Due to the informal nature of their businesses, many women are excluded from traditional financial systems, which makes it harder to secure loans or funding. Kandiil says, “Unlike traditional businesses, which might have easier access to loans and funding, women in the DIY economy often rely on personal savings, small community loans, or informal lending networks.” 

This limitation can stifle growth and prevent women from scaling their businesses effectively.

A persistent issue is that the DIY economy offers an avenue for income generation, but is often unstable due to fluctuating demand and limited market access. Many women artisans face income volatility, as their earnings may depend on seasonal trends or specific market preferences. 

To combat this instability, Kandiil says it’s essential to  provide continuous marketing support and help artisans diversify their product offerings with data-driven insights.“This ensures that women artisans are less reliant on seasonal spikes or a single product line, giving them more stability in their earnings.”

Do women creators stand to gain from the DIY economy? The short answer is yes, conditional on whether they receive the proper training and coaching on the whole supply chain instead of focusing solely on marketing training, explains Hourani. “Many women assume that their problem is only marketing their projects. The reality is their products still do not meet the international standards for design and quality,” he adds. 

Hourani says many women artisans lose steam after one or two failures due to a lack of proper guidance and know-how.

In addition, systemic gaps exist. “Organizations and governments should provide holistic support that includes the full production cycle,” he adds.

He has also witnessed women creators experience training fatigue. “If training and capacity building is not tied to a comprehensive support that includes marketing and increasing sales, women would soon lose trust in the industry,” says Hourani. Conversely, if they see that the capacity building increased their sales, it creates a positive reinforcement cycle.

Overall, while the DIY economy offers immense opportunities, addressing the systemic challenges women face is crucial. 

“The DIY economy can immensely increase women’s self-confidence and financial independence, preserving heritage, culture, and employability. It can also reinforce the concept of localization, green economy and fair trade,” Hourani concludes.

By tackling undervaluation, financial barriers, and income instability,  women entrepreneurs in the DIY economy can achieve financial independence and long-term success.