Readiness of Thai artistic handicrafts for global online marketplace

This study analyzes into the landscape of Thai artistic handicraft producers, examing their readiness to embrace global e-commerce platforms as a supplementary sales channel to international customers. The literature review shows significant export value of Thai craft product, increasing adoption of e-commerce, and the global success achieved by a few Thai craft brands through online marketplaces. Through qualitative interviews with six diverse Thai craft brands, the research discovers valuable insights into challenges and opportunities associated with venturing into e-commerce. While only a fraction has ventured into e-commerce platforms, the majority express interest in reaching international audiences through online marketplaces. Challenges in joining e-commerce platform identified include production capacity limitations, fragile product shipment concerns, and the unique characteristics of one-of-a-kind items. The study recommends addressing these challenges, advocating for the establishment of a government-supported Thai e-commerce platform dedicated for craft products, and enhancing the alignment between the nature of Thai artisan producers and global audience. The envisioned platform aims to serve as a full-fledged platform for Thai craft ecosystem where it will be the final destination for all enthusiasts of Thai craft.