E-commerce as a driver of craftsmanship in native peruvian communities

Cristian Brayan Ramírez-Fernández, Alberto Alva-Arévalo, José Seijas-Díaz and Karla Martell-Alfaro

Diginomics, 2025, vol. 4, 185

Abstract: In recent decades, e-commerce has established itself as a key transformation of the global economic landscape, driven by technological advances and growing digital connectivity. This modality has revitalised local economies and revalued traditionally marginalised sectors, such as handicrafts. Research in Portugal has shown that UX/UI design on digital platforms has facilitated the revitalisation of handicrafts. In France, the pandemic accelerated the digitisation of the sector, while in Thailand, an e-commerce system was developed to preserve traditional crafts. In Peru, studies in Cusco confirmed the influence of e-commerce on purchasing behaviour, and in Tarapoto, the implementation of the ODOO ERP system improved sales, customer portfolio and process efficiency. The theoretical framework addressed e-commerce concepts and models (B2C, B2B, C2C, among others), types of platforms and their advantages and disadvantages. User-centred design (UCD) and the ISO 13407 standard were also highlighted as approaches to ensure solutions tailored to the needs of artisans and consumers. Marketing was presented as a comprehensive process that includes prospecting, presenting the offer and building customer loyalty. In the Peruvian context, the limited application of e-commerce in indigenous communities such as the Shawi was highlighted, representing a strategic opportunity to integrate cultural tradition and the global market. The research concluded that e-commerce, when implemented in a planned and participatory manner, not only boosts sales and economic development, but also strengthens cultural preservation and the international projection of artisanal heritage.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:dbk:digino:v:4:y:2025:i::p:185:id:1056294digi2025185

DOI: 10.56294/digi2025185

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