DISSEMINATION AND MARKETING OF
ARTISANAL PRODUCTS FROM INDIGENOUS
PEOPLES AND COMMUNITIES ON DIGITAL
PLATFORMS: REVIEW OF STRATEGIES AND
CHALLENGES
DIFUSIÓN Y COMERCIALIZACIÓN DE PRODUCTOS ARTESANALES
DE PUEBLOS Y COMUNIDADES INDÍGENAS EN PLATAFORMAS
DIGITALES: REVISIÓN DE ESTRATEGIAS Y RETOS
Maria Cristina de la Cruz Galicia
Tecnológico Nacional de México – Instituto Tecnológico de Villahermosa
Laura Vidal Reyes
Tecnológico Nacional de México – Instituto Tecnológico de Villahermosa
Clara Ivette Rincon Molina
Tecnológico Nacional de México – Instituto Tecnológico de Villahermosa
Citlalli Irais Martinez Soberanez
Tecnológico Nacional de México – Instituto Tecnológico de Villahermosa
Tomasa Rodríguez Reyes
Tecnológico Nacional de México – Instituto Tecnológico de Villahermosa
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DOI: https://doi.org/10.37811/cl_rcm.v9i5.20651
Dissemination and marketing of artisanal products from indigenous peoples
and communities on digital platforms: review of strategies and challenges
Maria Cristina de la Cruz Galicia1
M24300082@villahermosa.tecnm.mx
https://orcid.org/0009-0005-3199-4049
Tecnológico Nacional de México – Instituto
Tecnológico de Villahermosa
México
Laura Vidal Reyes
Laura.vidalr@villahermosa.tecnm.mx
https://orcid.org/0009-0003-1360-8111
Tecnológico Nacional de México – Instituto
Tecnológico de Villahermosa
México
Clara Ivette Rincon Molina
clara.rm@tuxtla.tecnm.mx
https://orcid.org/0000-0003-2156-9549
Tecnológico Nacional de México – Instituto
Tecnológico de Tuxtla Gutiérrez
México
Citlalli Irais Martinez Soberanez
Citlalli.ms@villahermosa.tecnm.mx
https://orcid.org/0009-0004-2316-9754
Tecnológico Nacional de México – Instituto
Tecnológico de Villahermosa
México
Tomasa Rodríguez Reyes
Tomasa.rr@villahermosa.tecnm.mx
https://orcid.org/0000-0002-4615-449X
Tecnológico Nacional de México – Instituto
Tecnológico de Villahermosa
México
ABSTRACT
Crafts represent the history and evolution of civilizations over time. Their preservation and
dissemination are vitally important so that regions do not lose their cultural identity. The aim of this
article is to highlight research that has focused on the importance of training artisans in digital marketing
strategies for using existing platforms to market their craft products. It is noteworthy that they have
mainly opted to use social networks such as Facebook and Instagram for this purpose. In conclusion, it
is emphasized that these training support strategies for artisans are of utmost importance in reducing the
technological gap in this sector of the community and improving their quality of life. It is recommended
that these strategies be strengthened and that new digital channels be leveraged to increase training and
support for artisans.
Palabras clave: handcrafted products, digital platforms, digital marketing, artisans
1
Autor principal.
Correspondencia: cristy.galicia@gmail.com
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Difusión y comercialización de productos artesanales de pueblos y
comunidades indígenas en plataformas digitales: revisión de estrategias y
retos
RESUMEN
Las artesanías representan la historia y evolución de las civilizaciones a lo largo del tiempo. Su
preservación y difusión es de vital importancia para que las regiones no pierdan su identidad cultural.
El objetivo de este artículo es destacar aquellas investigaciones que se han enfocado en la importancia
de capacitar a los artesanos en estrategias de marketing digital para el uso de plataformas existentes para
la comercialización de sus productos artesanales. Se destaca que principalmente han optado por el uso
de redes sociales como facebook e Instagram para dicho objetivo. Como conclusión, se destaca que estas
estrategias de apoyo formativo a los artesanos, es de suma importancia para disminuir la brecha
tecnológica en este sector de la comunidad y elevar su calidad de vida. Se recomienda fortalecer estas
estrategias y aprovechar los nuevos canales digitales para incrementar las capacitaciones y apoyos a los
artesanos.
Keywords: productos artesanales, plataformas digitales, marketing digital, artesanos
Artículo recibido 18 setiembre 2025
Aceptado para publicación: 05 octubre 2025
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INTRODUCTION
In Mexico, as in other Latin American countries, the word “craftsmanship” is closely related to
indigenous communities and their rural life. Through them, we can see their different cultural
expressions, inherited from generations past. Their production processes are manual, supported by
traditionally basic tools, their raw materials come from the region where they live, and they are
organized into family or community workshops. (de la Cruz Ramos, 2022).
A handicraft is an object of cultural identity, made by hand using raw materials from the region where
the artisan lives. (FONART, 2014).
In terms of raw materials, Mexico's inventory of plant and animal species used in traditional crafts,
available from CONABIO (National Commission for the Knowledge and Use of Biodiversity) has
information on 666 species, of which 536 are vascular plants, 3 are fungi, 2 are algae, and 125 are
animals (marine invertebrates, marine vertebrates, insects, amphibians, reptiles, birds, and mammals)
(CONABIO, 2022).
There are numerous expressions of traditional craftsmanship: tools; clothing and jewelry; costumes and
accessories for festivals and performing arts; storage containers, objects used for storage, transportation,
and shelter; decorative and ritual art objects; musical instruments and household utensils; and toys, both
for entertainment and education (UNESCO, 2025).
Currently, handicrafts are still a source of employment for many families from diverse cultures, although
sometimes with very low pay. This is due to various factors, forcing existing artisans to migrate to other
locations to sell their products at low prices in order to earn an income (Villanueva Guzmán et al., 2024).
In 2021, handicraft production generated 479,655 paid jobs, representing 37.7% of the jobs in the culture
sector as a whole. The two areas with the most paid jobs were: plant fibers and textiles, with 111,771
jobs, and traditional foods and sweets, with 92,150 jobs (INEGI, 2023).
Despite the historical value and uniqueness of handicrafts, they often do not achieve the visibility they
deserve in broader markets, thus limiting economic opportunities for those who produce them. Within
the handicraft sector, the adoption of technological tools marks a new path to follow and a challenge to
face in the face of the unequal economic, social, and political reality experienced by artisans (Araque
Geney, 2021). These technological tools not only facilitate direct connections between artisans and
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potential consumers in different parts of the world, but could also act as a bridge for the preservation
and promotion of cultural riches.
Technology plays a central role in the economy, and the use of digital platforms can significantly
transform the way artisanal products are perceived and purchased. This research analyzes various
initiatives that have emerged to promote greater recognition and appreciation of cultural wealth. By
highlighting the authenticity of these communities, it contributes to the enhancement and preservation
of their cultural heritage, generating a positive impact both economically and socially, seeking to create
equality, within the framework of the social and solidarity economy, for all artisans who are left behind
due to a lack of exposure.
Some research focuses on the social and solidarity economy, which, according to (INAES, 2021) refers
to a set of socioeconomic and cultural initiatives based on a paradigm shift toward collaborative work
and collective ownership of assets. The SSE seeks to generate relationships of solidarity and trust,
community spirit, and participation in society, strengthening processes of productive integration,
consumption, distribution, savings, and lending to meet the needs of its members and the communities
where they operate.
METHODOLOGY
The type of research carried out is documentary or bibliographic review (Esteban Nieto, 2018), which
consists of a review of the literature, seeking to identify and analyze various contributions to the
dissemination of artisanal products using digital platforms.
The documentary research method is mainly used in qualitative studies. It involves an indirect approach
to reality, based on secondary sources. Therefore, data available in written or visual sources that have
been generated by individuals, researchers, or institutions for various purposes is accessed (Diaz & Sime,
2009).
In this research, various articles related to the dissemination of artisanal products through the use of
technological platforms were consulted. These studies show that global digital transformation has led to
the emergence of technological platforms—social networks, marketplaces, specialized websites, and
mobile applications—that offer unprecedented opportunities for indigenous artisans to overcome
traditional marketing limitations (Sánchez Gándara, 2025).
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The vast majority of studies found use digital marketing through social media, while others make use of
e-commerce technologies. All agree on the importance of promoting artisanal products online to increase
visibility and boost sales, as well as contributing to the preservation of culture.
In the article entitled Technological tools for communicating the emotions generated by indigenous
crafts (Allende-Hernández et al., 2023), the authors focused their research on analyzing the context and
production systems of indigenous craftswomen to identify the emotions, sensations, and symbolic
elements that are present in the design and creation of their crafts. The research focused on the Central
Coast Region of Oaxaca. They propose strategies that allow indigenous artisans to venture into e-
commerce, contributing to their empowerment in decision-making for the commercialization of their
crafts. One of the contributions of the research is the development of a software tool called Sidisart,
which integrates a database with a domain of images and key attributes that identify the emotions,
sensations, and symbolic elements of the crafts (Figure 1).
Figure 1. Technological tool for the semantic differential of handicrafts (SIDISART) (Allende-
Hernández et al., 2023)
In the thesis entitled “Marketing Strategies for Handicraft Workshops in the Indigenous Communities
of Nacajuca, Tabasco” (de la Cruz Ramos, 2022), the author conducts an in-depth study of craft
workshops in the municipality of Nacajuca, Tabasco, Mexico, and the research offers an analysis of the
environment, focusing on sociocultural, political, legal, economic, environmental, and customer factors.
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The main objective of the research was to develop a marketing strategy proposal to strengthen sales and
increase the income of artisans in the indigenous communities of Nacajuca. Although the author's
research does not focus directly on the use of technology, its importance for this analysis lies in the
generation of various marketing strategies, including digital strategies, where the author mentions the
relevance of social networks such as WhatsApp, Twitter, Facebook, and Instagram.
Another review is titled Social media strategies for promoting handmade macanas from the province of
Azuay (Romo-Jaramillo et al., 2020); in this study, the authors conducted research with the aim of
designing a social media strategy model for the commercial promotion of handmade macanas that
enhances the positioning and image of the canton of Gualaceo, province of Azuay, in the Republic of
Ecuador. The authors highlight that there is weak commercialization of macanas due to a lack of
commercial awareness and cultural representation of these handmade garments, and they considered it
essential to apply the social media strategy model as a marketing strategy to position and improve the
image of the product offered.
Figure 2. Social media strategy proposed by the author. (Romo-Jaramillo et al., 2020)
The social media strategy proposed in Figure 2 is developed in five phases:
• Phase 1. Promote the product being offered.
• Phase 2. Attract users and brand followers.
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• Phase 3. Share experiences about the use of the product and its quality.
• Phase 4. Build loyalty through offers and promotions
• Phase 5. Monitor the behavior of users and followers on social media to determine the level of
promotional feasibility and sales.
The strategies outlined by the author are directly related to digital marketing, which encompasses a wide
range of techniques and strategies used to promote products or services online, including social media,
email, PPC, and SEO. (Taherdoost, 2023).
In the research entitled Digital marketing on social networks as a promotional mechanism for artisanal
products (Vasquez Lopez et al., 2024), the authors conducted surveys of artisan leaders from
Corpomexión (Corporación Artesanal y Cultura Mexión OVOP Tuchín) in Colombia, with the aim of
identifying the current conditions for marketing artisan products, highlighting mainly demographic
aspects, knowledge and use of social media, and the marketing methods they used prior to the research.
After that, the authors focused on providing training support in digital marketing on social media, with
an emphasis on Facebook and Instagram, aimed at an initial group of 10 people with basic knowledge
and skills in mobile devices and belonging to the association under study, mainly young people.
The research resulted in the implementation of various marketing techniques, the creation of Facebook
and Instagram pages, and the monitoring of the behavior of both pages to determine the interactions and
users reached during a three-month period in 2022. The results are favorable for artisans, increasing the
visibility of their products on these platforms.
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Figure 3. Organization, coordination, and training support proposed by the authors. (Vasquez Lopez et
al., 2024)
RESULTS AND DISCUSSION
Since the 2019 pandemic, consumers have become increasingly comfortable shopping online, thanks to
greater transaction security and the ease of comparing prices and products. (Rapôso & Andrade Júnior,
2020).
This paradigm shift in the distribution and marketing of different products triggered the growth of online
shopping, and in this sense, the distribution and sale of handicrafts must adopt these new marketing
channels.
As a result of the above, it is important to have a digital marketing plan, which is currently of utmost
importance for entrepreneurs and companies to develop successfully in today's markets (Curiel Jiménez
et al., 2022).
In the studies analyzed, the authors highlight the importance of digital marketing through social media
platforms such as Facebook and Instagram, due to the number of users that both platforms currently
have. Although it should be noted that TikTok and other video platforms are currently gaining relevance
for the dissemination and marketing of services and products, at the time of writing this article, no
studies focused on these platforms were found.
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Therefore, the result of this research is to highlight that digital platforms are an excellent ally for
increasing the visibility of artisanal products created by artisans from communities in various regions.
It should be noted that historically, artisans are mainly found in communities far from cities, so access
to technology is limited.
CONCLUSIONS
Social media platforms have evolved as new uses for them have emerged. They initially arose as tools
for sharing feelings, emotions, and news of various kinds, and as a means of interacting with people
located in different geographical areas.
Today, these platforms have become tools for entrepreneurs and large companies to offer various
physical and digital services and products. This evolution eliminates the barrier of having to invest large
sums of money in the development of e-commerce platforms, since with basic knowledge, anyone can
use them and benefit from their reach.
In this regard, it is important that artisans from different regions of Mexico and Latin America have this
basic knowledge, which in turn allows them to reach more people at the local, national, and international
levels, leading to increased promotion of each region's crafts, promoting the preservation of their
ancestral riches, and thereby increasing sales of their products.
This increase in sales translates directly into the self-sufficiency of artisans, raising their quality of life
and also increasing the interest of artisans' children in continuing these legacies that have been passed
down from generation to generation, as well as attracting the interest of others who do not have an
artisan heritage.
Fortunately, more and more artisans are willing to train themselves and adopt all the strategies and learn
new tools that help them increase their sales, since this not only improves their quality of life, but also
allows them to acquire equipment and tools that help them streamline their time in the production of
their artisan products.
There is still much work to be done in terms of digitizing artisanal products, but it should be noted that
government institutions at different levels (local, state, and federal) are supporting artisan communities
in bridging the technological gap through training, financial support, and promotion on official
platforms.
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