This article explores how Moroccan women business owners use digital communication methods following a decline in entrepreneurship since the 1990s. The emergence of Web 2.0 created new media possibilities, which prompted businesses to channel investments into digital platforms for customer growth and legitimacy establishment.  

The study examines Casablanca and Marrakech to demonstrate how entrepreneurial entry varies across regions. Female entrepreneurs in Casablanca begin their journey in salaried roles to secure capital prior to adopting digital media. Many Marrakech entrepreneurs start in paid positions and then move to freelance work, where they utilize digital tools.