The world is witnessing a transformational shift in the way businesses operate. Traditional businesses, particularly in the craft and artisanal industry, are now embracing technology and e-commerce to reach new markets and customers. This trend has resulted in a significant impact on the economy and society, especially in developing countries where artisanal crafts play a vital role in the cultural and economic fabric of the country. In this blog, we will discuss the role of e-commerce and technology in empowering tradition-bound artisans, the challenges they face, and the benefits of adopting these new tools.
We will explore how e-commerce and technology are providing new opportunities for artisans to reach global markets, preserve their traditions, and ensure economic sustainability. Join us as we explore the intersection of technology, e-commerce, and traditional craftsmanship, and how it is changing the landscape of the artisanal industry.
The Impact of E-Commerce & Tech on Artisanal Industries
Talking about traditional handloom weaving has been the heart of India’s heritage for decades ago. The artisanal industry has been the second largest after agriculture and has uplifted the rural sector by creating employment opportunities.
Traditionally, the reach of handloom products was limited considering the geography; however, the technology innovation paved the way for new methods of bridging the gap and meeting the right customers.
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It won’t be wrong to mention that the internet has empowered the artisanal industry like never before, and the Indian handloom has been in the spotlight ever since!
There are a number of sustainable business options, including tie and dye, sculpting, weaving, etc., and e-commerce has played a massive role by roping in stability and profitability in these art forms. Not only this, but selling online has introduced artisans to a number of other benefits, like keeping up with the market trends, inspiring innovation, and upscaling the business in the competitive market.
However, there still exist many reasons that have held artisans back from embracing e-commerce and technology. Why? Continue reading to know more!
Reasons Behind Slow Uptake of Online Selling by Artisans
1. Absence of Entrepreneurial Skills and Literacy
A survey conducted by Digital Empowerment Foundation found that only 20% of the artisan community in India is trained to work with e-commerce or digital selling. One of the significant reasons behind the same is the language barrier and the absence of digital devices. Not only this, but a lack of entrepreneural knowledge and skills is also a contributing factor.
2. Elevated Onboarding Expenses on E-Commerce Platforms
Notably, customers can only shop from sellers and view their products which are registered or listed on these e-commerce platforms. It also becomes vital to get listed on multiple platforms for increased visibility. However, a registration amount has to be paid to get listed on these platforms, which can be very expensive for traditional artisans.
3. Dominance of E-Commerce Giants
Since the market is dominated by huge e-commerce businesses, they may impose terms on small sellers that might not be favorable. Therefore, artisans, who may not be able to afford to meet these terms are excluded from the ecosystem.
4. Limited Access to Logistics
Many e-commerce platforms provide access to services like logistics and delivery to lock in their sellers. However, just in case a seller decides to self-ship, platforms like Amazon charge a fee for each product sold via them. Thus, it leaves little or no choice for the artisans, and they are bound to either lock themselves in with these platforms or pay a higher self-ship fee.
How Can We Work Towards Providing Recognition To The Artisans?
There are a number of ways via which civil society, the government, and businesses can support traditional artisans. Take a look!
1. By upscaling and enhancing the e-readiness of the artisans.
2. By increasing consumer awareness.
3. By providing guidance on the right digitization journey.
In a Nutshell!
In conclusion, e-commerce has brought about a significant transformation in the artisanal industry, revolutionizing the way artisans and their products are perceived and consumed by consumers worldwide. With the rise of online marketplaces and social media platforms, artisans have been able to connect with a global audience, showcase their unique products, and expand their businesses beyond traditional borders.
E-commerce has also facilitated access to markets, reduced barriers to entry, and enabled artisans to benefit from the advantages of digital marketing and e-commerce logistics. However, while e-commerce has undoubtedly brought many benefits to the artisanal industry, it also poses challenges such as competition, intellectual property protection, and supply chain management. Overall, e-commerce has transformed the artisanal industry, offering new opportunities and challenges for artisans to thrive in a rapidly changing digital landscape.
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