Gig economy in Ethiopia - Exploring the experiences, challenges and opportunities of women drivers in ‘Sergela’ ride-sharing service

Although ride-sharing services have been introduced in Ethiopia, especially in Addis Ababa, there is a dearth of research describing the experiences, challenges, and opportunities that come with them. This study aims to explore women drivers’ experiences, challenges, and opportunities in the Seregela ride-sharing company. To conduct the study, a qualitative research approach with an interview method was used. An in-depth interview with eleven participants was conducted to collect data using snowball sampling. The main findings of this study suggested that women drivers were motivated to join Seregela because of their childhood dreams, economic challenges, and prior experiences. Women drivers in the company have encountered various challenges, such as social, economic, health, and management-related problems. Meeting diversified people, skill improvement, being a role model for other women, and creating job opportunities are some of the opportunities created by Seregela for women drivers. This study can be considered as a breakthrough to inspire other researchers to investigate the gig economy in Ethiopia. It would support women's engagement in economic roles and assist in challenging gender norms that can inform policy for more sustainable and equitable development. Therefore, by reducing the complexity of gender dynamics (gender-based relationships), it is recommended that the company, working with the city administration, give adequate attention to empowering and strengthening women drivers in ride-sharing services through promoting gender equality and tackling gender stereotypes.