The economization of Facebook and WhatsApp among young Cameroonian women

This article focuses on the economic uses of social networks among young women in the French-speaking world. It is based on the case of Cameroon, where the internet penetration rate rose from 4 percent to 36.5 percent between 2010 and 2022. With more than 4.10 million users, 42.5 percent of whom are women, social networks Facebook and WhatsApp are the most popular platforms in Cameroon. Despite this mass adoption of digital technology, women’s use of these platforms remains largely undocumented. This article aims to shed light on the economic uses of social networks among young Cameroonian women. Which factors drive the economic uses of Facebook and WhatsApp among young Cameroonian women? We argue that it is the socio-economic characteristics of young female e-entrepreneurs, the low entry costs, and the cost-benefit ratio of this activity that encourage women to make economic use of social networks. Drawing on data gathered from semi-structured interviews, a digital ethnography, and a literature review, we document the trajectories and motives of online salewomen, and analyze the structural, cognitive, and strategic factors behind the economic viability of social networks in Cameroon. To conclude, on a purely exploratory basis, we consider the career paths that these young women entrepreneurs might ultimately pursue, particularly in the formal sector.