Overview

A Patan-based artisan collective selling wood and metal crafts relied on tourist footfall and export middlemen. COVID-19 collapsed in‑person demand, prompting a pivot to global marketplaces—beginning with Etsy. This move demonstrates why e‑commerce matters, how its unique features create value, and which e‑commerce types fit handmade goods.

Key Moves

  • Selected a marketplace (Etsy) vs. standalone site to leverage built‑in discovery, trust systems, and payments.
  • Created SEO‑friendly product listings (titles, tags, attributes) and storytelling photography.
  • Implemented cross‑border logistics using prepaid labels, HS codes, and delivery estimates.
  • Standardized SKUs and packaging to reduce damages and returns.
  • Adopted omnichannel presence (Instagram → Etsy DM → checkout) for social proof and demand generation.

Outcomes

  • 60% revenue recovery within 3 months; diversified demand beyond tourism.
  • Higher margins vs. export middlemen; better cashflow via platform payments.
  • Customer data enabled repeat purchasing and product iteration.

Why this works (Unit 1 lens)

  • Unique e‑commerce features at play: global reach, universal standards, information density (rich listings), social technology (reviews), and personalization (recommendations).
  • E‑commerce types involved: C2C/peer‑to‑peer marketplace behavior (individual shops) with B2C characteristics for international buyers.

Challenges

  • Cross‑border compliance (customs, returns) and counterfeit risks.
  • Production capacity variability and lead‑times for handmade SKUs.

Lessons

  • Marketplaces compress go‑to‑market time for small producers.
  • Product page quality (copy + photos) is the highest ROI lever.
  • Packaging, shipping, and policies are part of the product.

Chapters covered

  • Why E‑commerce matters (1.1)
  • Unique features of e‑commerce technology (1.2)
  • Types of e‑commerce (1.3)