Beyond Diversity: Women Are Rewriting the Rules of Retail, Tech

For years, conversations about women in retail and technology have revolved around terms like inclusion, equity, and representation. While these discussions remain important, they are no longer enough. Today, it’s not just about being present, it’s about leading meaningful change.

Women are not merely adapting to existing systems, we’re questioning them. We’re redesigning processes, rethinking success metrics, and making decisions that not only improve profitability but also build businesses that are more strategic, sustainable, and human-centered.

And it’s not just a perception. According to the 2024 Labour Overview report by the International Labour Organization (ILO),the labor force participation rate for women in Latin America and the Caribbean stands at 51.8%, compared to 73.8% for men. This 22% gap is not only an inequality issue but also a missed economic opportunity: Studies indicate that closing this gap could significantly boost global GDP.

Increasing female participation in the workforce isn’t just about social justice, it’s a powerful driver of economic growth.

Leading Differently, Leading Better

I have witnessed this transformation up close. For more than five years, I was part of Endeavor México, where I interviewed and selected dozens of high-impact entrepreneurs, helping accelerate their businesses at an international level across industries such as agribusiness, manufacturing, consumer goods, and technology. That experience taught me that business growth isn’t just about numbers, it’s about vision.

Later, as CEO and co-founder of Getin, I worked with brands and brick-and-mortar stores to transform how they understand their customers. It’s not just about counting how many people walk in and out of a store, it’s about uncovering why they walk in and out, what influences their decisions, and how to optimize the shopping experience to achieve better results.

Leadership isn’t about fitting into an established mold, it’s about breaking it. Innovation isn’t about moving faster, it’s about rethinking where we’re going. And female leadership isn’t just a trend, it’s a competitive advantage that is already reshaping entire industries.

Purpose-Driven Innovation

Women aren’t innovating just for the sake of it. We innovate with intent. In retail, that means moving beyond traditional metrics and instead using data as a strategic tool to improve decision-making.

Digital transformation and the advancement of artificial intelligence are tearing down structural barriers and opening new opportunities. According to the ILO, industries like mining, agribusiness, and construction are already seeing a significant shift thanks to digitalization. Today, more women are operating autonomous vehicles, using drones for remote monitoring, and leading digital farm management initiatives, entering roles that once seemed unattainable.

Beyond automation, digitalization is reshaping workplace dynamics. The growth of remote work and hybrid models has allowed more women to balance personal responsibilities without sacrificing professional development. In the technology sector, this has been key to increasing female participation in high-skill areas such as data analysis, software development, and cybersecurity.

However, adopting new technology alone is not enough. To truly close the gender gap, companies must invest in training and upskilling. Businesses must commit to developing programs that prepare women for future jobs, provide access to digital tools, and implement hiring policies that go beyond performative inclusion.

Don’t Fit In. Redefine the Game

Early in my career, I thought success meant adapting to what already existed. But I quickly realized that my most valuable contribution wasn’t about blending in, it was about challenging outdated norms and building new solutions.

At Getin, we don’t just measure store traffic. We interpret customer behavior, identify missed opportunities, and help our clients rethink their retail spaces to better serve people. This purpose-driven mindset is one of the most valuable things that female leadership brings to the world of technology.

From Inclusion to Influence

It’s not enough to see more women entering the workforce. The real urgency is ensuring that more women are leading. Women need to be at the table where technology is designed, strategic decisions are made, and industry transformations are shaped.

As the ILO emphasizes, digital transformation should not be seen solely as a productivity tool, it must also be understood as a catalyst for inclusion. If technology is redefining the rules of the game, we must ensure those rules become more equitable, diverse, and sustainable.

Change will not happen on its own. It requires collaboration between governments, businesses, employer organizations, and society as a whole. But one thing is clear: women are not waiting for permission.

We are not asking for space. We are already taking it.
We are not following the rules. We are rewriting them.
And we are doing it with purpose, with clarity, and with results.