While women are starting businesses at record rates in Sweden, 75% of companies are still run by men. To address this imbalance and unlock untapped economic potential, Amazon Sweden is taking action through a new partnership with Feminvest, the Nordic region's largest hub for female entrepreneurs and investors.
The newly launched Amazon Expand programme represents a significant step toward fostering a more inclusive entrepreneurship environment in the Nordic region. This accelerator programme will provide selected female entrepreneurs with support over a full year, combining business development expertise with specialised coaching in online marketplace scaling.
The programme was announced by Amazon’s Chief Global Affairs & Legal Officer David Zapolsky, during his recent visit to Stockholm. In front of policymakers, influential business figures, entrepreneurs, and venture capitalists at Feminvest’s annual FEARLESS event, David explained how Amazon Expand is important not only for empowering women and supporting their businesses, but for Swedish growth and competitiveness.
The initiative stems from insights revealed in the Entrepreneurship for All report, which highlighted digitalisation as a crucial lever for achieving greater equality in business. The report also identified a clear need for expanded networks and training opportunities among female entrepreneurs – needs that Amazon Expand is specifically designed to address.
"Sweden's entrepreneurs are both innovative and driven, but we risk missing out on great potential if we do not actively work to promote female entrepreneurship," says Gulfem Toygar, Country Manager for Amazon Sweden. "This programme represents our commitment to nurturing diverse business talent and strengthening the overall business sector."
Amazon Expand will provide selected participants with one year of support in business development, personal coaching to scale their business on digital marketplaces, access to Amazon's tools and sales programmes, and training workshops and networking events. The programme will host 10-15 participants from women-owned businesses within the Feminvest Expand network, focusing on consumer product companies across beauty, home goods, apparel, and more. Selection criteria will evaluate factors such as product suitability, company ambitions, and export potential.
By combining Amazon's global reach and digital expertise with Feminvest's understanding of female entrepreneurship, Amazon Expand aims to create lasting impact in the Nordic business landscape. The programme exemplifies our commitment to long-term thinking and customer obsession by investing in diverse entrepreneurial talent that will shape the future of commerce.
For female entrepreneurs interested in this opportunity, applications are now open for the programme's April 2025 to March 2026 cohort. Learn more here.
