Selling is one of the fundamental activities of marketing process also young women are the main actors of sales work in Ethiopia. However, we have yet known little about those women who involved in this business as a sales worker. Therefore, the objective of this study was to explore the lived experience of saleswomen in Bahir Dar city administration private retailing shops. Specifically, it was focused on the motivations of saleswomen to be engaged in sales work, challenges facing the saleswomen while they do their sales work, potential opportunities benefitting saleswomen and coping mechanisms utilized by saleswomen to confront/overcome their challenges. To achieve these objectives, qualitative approach with phenomenological research design was employed. Eleven participants were selected in the study using purposive sampling techniques. Primary data source was employed, and in-depth interview was the data collection instrument. The data were analyzed thematically. The findings of the research indicated the motivations of saleswomen to join in sales work is categorized in to pushing and pulling reasons. They also gained opportunities which include the market related, social related, financial and psychological benefits. Despite these opportunities, they also faced challenges which include social, health related and gender-based violence. The coping mechanisms for social, gender-based violence and health challenges were used to cope up their challenges. Based on this finding, It was concluded that saleswomen in the study area were faced lots of challenges, enjoyed some opportunities and utilized their own mechanisms to cope up with challenges. Finally, possible recommendations including families of saleswomen should support their children and encourage them to be effective, employers should give a one-day break in a week for employees, Labor & Social Affairs Office should expand the social security for private sector employees, Women’s Affair office should create awareness about GBV, sexual harassment and gender equality for the community and finally the researchers should conduct additional exploratory researches in the study area were provided. Keywords: Saleswomen, Lived experiences, Private retailing shops