E-commerce as a key strategy for internationalizing zapote crafts by the Catacaos Artisans Association - 2025

Resumen

The current research study seeks to propose strategic e-commerce guidelines (encompassing cyber-legislation, digital commercial transactions, online payment systems, security protocols, and digital marketing) as a key strategy for the internationalization (considering competitiveness, international market, entry modes, and international marketing) of zapote handicrafts from the Catacaos Artisans Association in 2025. Employing an applied study type, a quantitative approach, and a non-experimental, descriptive design, two structured questionnaires were administered to 30 zapote artisans. Data were subjected to descriptive statistics, yielding reliability values of 0.878 and 0.840 (Cronbach’s Alpha), respectively. The findings indicated that 86.7% of artisans consider product design a core strength, and 90.0% ensure their products meet customer expectations. Nevertheless, 100% of artisans have never registered a trademark or patent, which creates vulnerability to cybercrime. Furthermore, 80.0% never utilize advanced software, demonstrating a significant lack of digital investment. It is concluded that the strategic e-commerce guidelines must prioritize mitigating the structural risks inherent in the artisans’ businesses and focusing on digital formalization, thereby strengthening compliance and operability to facilitate successful international commercialization.