Women of Azerbaijan E-Commerce Program ("Azərbaycan qadını e-ticarətlə dünyaya çıxır!") is a three-month training initiative built to teach entrepreneurial and aspiring entrepreneurial women across Azerbaijan how to sell their products on global e-commerce platforms. The program was launched by Kapital Bank under its long-running "Women of Azerbaijan" platform, with SUP.VC as the delivery partner, opening around International Women's Day in March 2023. Registration ran from 8 to 22 March 2023, with trainings and workshops led by industry professionals starting 3 April 2023 and continuing across three months, covering how to open and operate seller accounts on platforms such as Amazon and eBay, structure online sales, and build a targeted advertising strategy.

The brief

Azerbaijani women have historically been underrepresented relative to men in entrepreneurship, career advancement, and leadership positions, despite their established role in the country's social and family fabric. For Kapital Bank — Azerbaijan's largest bank by branch network, with 114 branches and 25 departments nationwide, operating under PASHA Holding — closing that gap through its existing "Women of Azerbaijan" platform meant going beyond awareness and into a concrete, skills-based intervention. E-commerce was the chosen lever: a route that lets women-owned businesses reach customers far beyond their local market without the capital intensity of a traditional export business, provided the seller has the practical knowledge to open the right accounts, structure listings, and reach buyers through paid advertising. The challenge was building a structured, multi-week curriculum that could deliver that knowledge at scale, in time for International Women's Day.

Why Kapital Bank partnered with SUP.VC

Kapital Bank brought the brand, the "Women of Azerbaijan" platform's existing audience, and the distribution network to reach entrepreneurial women across the country. Designing and running a three-month training curriculum — recruiting instructors with hands-on e-commerce experience, structuring a syllabus around opening accounts on Amazon and eBay, online sales, and targeted advertising, and managing registration and delivery within a tight pre-launch window around March 8 — required dedicated program-operator capacity. SUP.VC partnered with Kapital Bank as the program's co-organizer, contributing the operational and curriculum design work needed to take the initiative from concept to a structured, deliverable training track.

How the program works

The program opened registration to entrepreneurial and aspiring entrepreneurial women nationwide between 8 and 22 March 2023, with trainings and workshops beginning 3 April 2023 and running across three months. The curriculum focused on three practical pillars: opening and operating seller accounts on global marketplaces such as Amazon and eBay, structuring and managing online sales, and building a targeted advertising strategy to reach international buyers — taking participants from "I have a product" to "I can sell it internationally" within a single structured track.

What Kapital Bank gained

The program let Kapital Bank turn its "Women of Azerbaijan" platform — a recurring fixture around International Women's Day — into a concrete skills pipeline rather than a one-off awareness campaign, reinforcing the bank's positioning as the institution backing Azerbaijani women's entrepreneurship with practical tools, not just messaging. As Azerbaijan's largest bank by branch network, Kapital Bank's involvement also gave the program reach and credibility that would have been difficult for an e-commerce training initiative to build on its own, while strengthening the bank's relationship with a segment — women-owned small businesses — it has a direct commercial interest in banking as they grow.