This qualitative study explores the barriers faced by women small and medium enterprises (SMEs) in the sale of perishable vegetables, drawing on interview data and grounded theory methodology. The research identifies three major categories of barriers—structural, logistical/operational, and market-related —that systematically marginalize women entrepreneurs within agricultural value chains. These barriers are interpreted through the lens of social exclusion theory, which highlights how institutional, spatial, economic, and relational inequalities deny women access to critical resources, opportunities, and decision-making spaces. To counteract these systemic challenges, women SMEs employ adaptive and collective strategies, including collective advocacy for gender-inclusive policies, formation of women-led cooperatives, establishment of localized distribution networks, direct engagement with end-buyers, and product diversification based on customer preferences. These actions reflect resilient agency, where women reconfigure their positions within exclusionary systems rather than passively accept marginalization. Each strategy is linked to a corresponding hypothesis derived through grounded theory, offering a foundation for future quantitative testing. The study contributes theoretically by extending social exclusion theory into the domain of women’s entrepreneurship and demonstrating how bottom-up innovations can challenge structural inequities. It also provides practical insights for policymakers and development practitioners seeking to design gender-sensitive interventions that support sustainable inclusion of women in agricultural markets.