LocationsFrom day-to-day selling to business growth, financial confidence and new opportunities
Empowering Women Vendors to Build Stronger Businesses
October 1, 2026
Filomena Ditukana O'Neill with the vendors from the Lautoka Market.
UNDP
For Filomena Ditukana O’Neill, President of the Lautoka Market Vendors Association, economic empowerment began with a simple but important shift: learning to see her market stall not just as a way to earn money each day, but as a business with the potential to grow.
Now serving her third term as President of the Association, Filomena reflects on how her participation in the Markets for Change (M4C) Project has strengthened her business knowledge, financial management skills and confidence as a woman entrepreneur.
“Before joining the M4C Project, I was just selling to get by each day. I was selling without proper planning, tracking my sales or thinking about growing my business.”
For Filomena, economic empowerment has meant gaining the knowledge and confidence to make informed decisions about her business and income.
Turning Income into a Managed Business
Before the training, Filomena says she struggled with management systems, customer service and record keeping. Without proper financial records, it was difficult to know whether her business was making a profit or a loss.
The training introduced her to practical approaches to business management, including planning, tracking daily sales and expenses, customer service and financial record keeping.
“One thing I learned was, ‘If you don’t write it down, you won’t know your profit and loss.’ I started writing down my sales and expenses because I could see what was working and make better decisions to grow.”
Keeping records has allowed Filomena to better understand her business finances and identify areas where she can make improvements.
“I now run my business like a real business. I plan, track and focus on growth.”
This change has also helped reduce the uncertainty and stress that came with not knowing where her money was going.
“Not keeping records and not managing money and time properly taught me the most. Sometimes I had losses but didn’t know why. That difficult experience taught me the importance of tracking sales and making smart decisions.”
Building Financial Confidence
For women working in informal and small-scale businesses, access to practical business knowledge can be an important step towards greater economic independence.
For Filomena, understanding her sales, expenses and profit has strengthened her ability to make decisions about her business.
“I started planning, tracking my daily sales and thinking about growth instead of just selling day-to-day. I also focused more on good management.”
The benefits have extended beyond financial record keeping. Filomena says improvements in customer service and relationships with other vendors have also contributed to her business development.
“I changed how I treat customers – with more respect and a smile. I also started working better with other vendors by sharing ideas.”
Through these changes, Filomena has developed greater confidence in her ability to manage and grow her business.
“The training gave me skills and knowledge that made me feel stronger as a businesswoman. It gave me a vision for the future.”
Filomena Ditukana O'Neill, president of the Lautoka Market Vendors Association.
UNDP
Creating Opportunities for Women
Filomena’s experience highlights how economic empowerment can create opportunities that go beyond individual income.
As President of the Lautoka Market Vendors Association, she now wants to share what she has learned with other women vendors, particularly younger women who are starting their own businesses.
“I now see myself mentoring younger women vendors and being an example that women can succeed in the market.”
She believes women vendors need continued access to training, mentoring, equipment, storage, improved market facilities and business networks to strengthen their economic opportunities.
“I would like to see better facilities in the market, more training opportunities for women and stronger support so women vendors are respected and have equal chances to grow.”
She also hopes that the M4C Project will continue providing training, mentoring and connections to new opportunities.
“Ongoing support and follow-ups would help us keep growing our businesses.”
Investing in Women, Strengthening Families
For Filomena, the value of economic empowerment is measured not only by business growth but also by the difference it can make to families and communities.
She is proud that the knowledge and confidence she has gained have helped her better support her family, while also giving her the opportunity to support other women.
“When you invest in one woman vendor, you invest in her whole family and community.”
Her own economic aspirations continue to grow. She wants to expand her business, increase her sales and eventually operate a larger business, including a canteen. At the same time, she wants to mentor the next generation of women vendors.
“My goal is to grow a bigger business. I want to expand, increase my sales and also mentor younger women so they can succeed too.”
Growth. Confidence. Opportunity.
Filomena describes her M4C journey in three words:
Growth. Confidence. Opportunity.
“Growth because I learned to operate my business properly. Confidence because I now feel respected as a woman vendor and leader. Opportunity because M4C opened doors I didn’t think were possible before.”
For Filomena, the biggest change has been her mindset. She now sees herself not simply as someone selling products to earn a daily income, but as a businesswoman with the ability to plan, make informed financial decisions and build a more sustainable future.
“M4C did not just teach me how to run a business. They taught me how to lead.”
Her message to other women vendors is one of encouragement:
“Don’t be afraid to join. The training changed my life. When you invest in yourself and your business, you don’t just help yourself – you help your whole family and community. Take the step. You will grow.”
Today, Filomena continues to lead at the Lautoka Market while working towards a bigger business and a future where more women vendors have the skills, confidence and opportunities to strengthen their livelihoods.
About Markets for Change
Markets for Change (M4C) is a regional initiative aimed at improving the economic security and working conditions of women market vendors in Fiji, Vanuatu, and the Solomon Islands and Samoa. M4C focuses on strengthening market infrastructure, vendor capacity, and gender equality to create more sustainable and inclusive marketplaces.
The M4C project is implemented by UN Women in partnership with UNDP and with support from the Government of Australia.
For more information, please contact:
Vilisi Veibataki, Markets for Change Project Manager | UNDP Pacific Office in Fiji | (E) vilisi.veibataki@undp.org
Related
content
content
