Ideas to take your crafts to the Internet

Crafts became less important throughout the 20th century, as many traditional trades were lost.

Despite this, this sector continues to have an important weight in our economy, with a business volume above 6,000 million eurosaccording to data from the report ‘Crafts in Spain’, prepared by KPMG.

However, it is gradually losing relevance. According to said report, Craft turnover experienced a cumulative decrease of 5% between 2015 and 2019, latest data available at the time of preparation of the study. Besides, Its contribution to GDP fell by 18% in this same period, standing at 0.54% in 2019. And this sector It employs more than 200,000 people.

With these data in hand, one would expect a decrease in the number of artisans, but this is not the case. KPMG research reveals that In Spain there were 64,000 companies dedicated to crafts in 2019, around 1,000 more than four years before.

The The most important craft subsectors by number of companies are food and beverages. (25,900 companies), textile and clothing (11,300), wood, cork, basketry and esparto (6,800) and leather and footwear (3,400).

Internet, global showcase for crafts

The digital world in which we live has opened an interesting window of opportunity for all these craft companies. Thanks to trade on-line and social networks, any small business can make itself known, build a brand and sell its products almost anywhere in the world.

“In recent years, social networks, mainly Instagram, have been a perfect showcase for creators of handmade products. Through them, they manage to make themselves known and reach the sale. However, how do you know that it is a good time to start selling online? You have the creativity, the products are liked by acquaintances or family members, but how do you take the step toward selling?” says Eva Pijuan, an expert in digital marketing and specialized in digital businesses of craft products.

We have a good example of the power that social networks have to generate a brand in the jewelry designer Paula Sasplugas, creator of PDPAOLA, mark that has conquered celebrities like Beyoncé and influencers like Laura Escanes or María Pombo, as we mentioned in this article.

Pijuan believes that there are three key factors that should encourage artisans to take the step of selling their products online. First of all, he emphasizes the diversity of viable products that can be offered. “Everything can be sold on the Internet,” it states.

Thus, it states that in Spain more than 30 million euros are moved per day with purchases through the Internet and it is a market in constant expansion, so Any type of handmade product – hats, soaps, jewelry, clothing… – has the potential to find its place in this gigantic online showcase.

In addition, it emphasizes the boom that crafts have been experiencing in recent years. He explains that the market for manually created products is constantly growing, with a growing demand for unique items with a human touch. He assures that this trend is reflected in a notable increase in artisanal companies, both in Spain and in Latin America.

The expert also focuses on a practical aspect of the sale on-linewhich fits very well with the craft business: the flexibility and freedom at work. Selling our products online allows entrepreneurs to create their own lifestyle, with flexible schedules and freedom to establish their work rhythm.

Tips for selling online

Pijuan offers some recommendations to take our crafts to the Internet and start selling online. First of all, he points out that You have to lose your fear, since you don’t need to be a marketing expert to start a business handmade digital. “Basic internet skills and an e-commerce platform are enough to begin with,” he points out.

Along these lines, remember that it is not necessary to have a professional website from the beginning. “The platforms of marketplace such as Etsy or Amazon Handmade offer an affordable solution to start selling online,” he says.

Besides, advocates specialization to differentiate ourselves of the competition and find our market niche. “Specializing in a specific sector is more beneficial than offering a wide variety of products,” she explains.

Likewise, although product customization is an increasing trend, he warns that a customization total may be impractical and limit business growth.

Finally, the expert advises artisans to show themselves more in their businesses, as this builds trust among customers and fosters a more personal bond.