How Entrepreneurs Begin and Manage Home-based Businesses

This study attempts to present sellers' behaviours and activities in social commerce within the context of a local social group. It describes how the sale and marketing of homemade products, or imported goods, are conducted in Saudi Arabia using social media platforms (Instagram, WhatsApp, Twitter, and Snapchat) as well as using offline tools such as phones, family and friend recommendations, and events. We interviewed 17 female entrepreneurs who own e-shops on social media applications. The research describes how sellers try to market themselves and build their reputation to gain consumer trust despite a lack of commercial functionality within the social platforms that they use. This paper presents insights into new opportunities for peers and business owners that social commerce can bring. We also argue that social media applications can expand their uptake from businesses and entrepreneurs by designing functionality aimed at improving their commercial capabilities, and aimed at enabling sellers to build their own reputation and trust.