In the conditions of a modern market economy, entrepreneurship is becoming increasingly complex, and the human factor, in particular gender psychology, is gaining importance in it. This thesis analyzes the psychological characteristics of men and women in the entrepreneurial process, their differences in economic behavior, innovative thinking and leadership skills. It also highlights the impact of gender-specific psychological factors on the processes of business management, risk assessment and use of market opportunities. The study reveals the role of women and men in entrepreneurship in the modern economic environment, their specific advantages and existing problems on a scientific basis. As a result, conclusions are drawn on effective directions for the development of entrepreneurship, taking into account gender psychology.