E-commerce model to export toquilla straw fashion products to the European Union

Abstract

This research addresses the socioeconomic problems of small coastal communities in Ecuador, which often live in poverty due to a lack of commercial and employment opportunities. These communities often focus on tourism activities, particularly handicraft production, whose sales depend exclusively on tourist visits, the acceptance of their products, and their purchasing power. The authors argue that as long as these communities continue to offer their products to consumers in a depressed economy like Ecuador's, the results will remain unpromising. On the other hand, if these products are offered in developed international markets with high purchasing power and where eco-friendly handicrafts are highly valued, the results can be very positive. To this objective, the paper proposes developing an e-commerce model for the export of handicrafts from small coastal communities in Ecuador to the European Union. The methodology used includes a systematic literature review, visits to the coastal community of Libertador Bolívar on the Santa Elena Peninsula, known for its high-quality toquilla straw handicrafts, as well as interviews with its artisans, entrepreneurs and small business owners. The results, analysis, and conclusions are presented in the final section of the document.