Oportunities for a Digital Market Intelligence Tool for Coffee and Cocoa Exporting MSMEs in Honduras

Abstract

This study analyzes the export ecosystem of micro, small, and medium-sized enterprises (MSMEs) producing coffee and cocoa in Honduras and proposes the conceptual design of a digital market intelligence tool aimed at strengthening their competitiveness. Although they represent 99% of the country's productive units and generate nearly 70% of employment, these enterprises face significant limitations in accessing strategic information on international markets. Using a mixed approach combining surveys, semi-structured interviews, and document review, the research identifies structural barriers related to institutional fragmentation, low digitization, and a lack of up-to-date data. The expected outcome is a conceptual model for a centralized and accessible digital platform that provides information on prices, technical requirements, and consumer trends to improve decision making and export planning. The study contributes to the digital transformation and internationalization of Honduran MSMEs in the coffee and cocoa sectors.