There was a time when starting a business required mortgages, opening a shop, hiring employees, and years of investment to see results. A business was a static structure – one that not everyone had equal access to. But in today’s Nepal, that definition is changing rapidly. A smartphone, internet access, and creative thinking – all it takes to start a business. At the center of this change are the youth who are doing business based on social media.

Today’s young generation understands social media not just as a way to pass the time, but as a platform for opportunity. Opening a page on Facebook, posting attractive photos on Instagram, making a short video on TikTok – these seemingly simple tasks are becoming the mainstay of livelihood for many today. What’s more interesting is that many of these businesses are operating without any formal office. There are increasing examples of small efforts that started from the comfort of their homes transforming into brands within a few months.

The number of social media users in Nepal is increasing significantly. About half the population is active on social media in some way or another. In such a situation, the market has also moved to where the people are. Earlier, customers used to come to the shop, now businesses are reaching the customers - within the screen. This is why social media has become today's 'new market'. But the question arises - who are the young people active in this market? What is their background?

Young people doing business on social media are no exception - they are representatives of the new era. They have more than just mobile phones in their hands, they have potential; they have more than just videos on their screens, they also have a future. Young people doing business on social media are not limited to any one format. University students, who want to do something along with their studies; graduates under pressure from unemployment, who are looking for their own path; young people returning from foreign employment, who are trying to use the skills and experience they have seen abroad in the country and the new generation who are thinking of modernizing traditional businesses - all of these are connected to this trend. What they have in common is that they have the courage to think beyond traditional boundaries.

TikTok in particular has given small businesses in Nepal unprecedented opportunities. This platform, which presents products in a short, simple and entertaining style, has helped businesses spread rapidly. Many young people have taken their businesses to significant heights without any major investment, just through regular content and direct communication with customers. Some have even established their brands in the online market before opening a physical store.

However, with this rapid expansion of social media-based businesses, some complex questions are also arising. Not all businesses are formally registered. The process of inclusion in the tax system is still weak. The relationship of trust between customers and businesses has not been fully strengthened. Sometimes complaints of fraud, misinformation or substandard products are also heard. This means that this sector is still in its development stage, where there are opportunities as well as risks.

Another important aspect is platform dependence. If any business is completely dependent on social media, its future depends on the rules, algorithms and policies of the platform. Content that is viral today may or may not be visible tomorrow. Therefore, relying solely on trends is not enough for long-term sustainability; Brand credibility, quality and customer satisfaction are equally essential.

But despite all these challenges, social media-based businesses have added new energy to the Nepali economy. It has created new employment opportunities, especially for those youth who were not able to fit into the traditional employment model. It has opened doors of possibilities for women, people who want to work from home, and youth from small towns and villages.