Impact of the use of a virtual store on the preservation of ancestral zenú artisan knowledge and the improvement of the quality of life of the small producers of crafts in Morroa, Sucre

The objective of this research work is to evaluate the economic impact of the use of a virtual handicraft store on the preservation of traditional forms and methods of artisanal production and on the quality of life of the participants in this study located in the urban area of the municipality of Morroa, Sucre. For its development, a quantitative approach was used, which shows the profit margin derived from the virtual trade of artisan products. The relevant information is of a primary nature and was obtained through the survey method using a structured questionnaire applied to a targeted population and an intentional convenience sample composed of three family groups. These groups formed a mini-SME called artesaniasguaimaro.com, with a total of eleven members who are expert weaving artisans. The market variables defined for analysis were the number of products marketed through virtual means, the income derived from such commercialization, and the profit margin obtained. Among the data obtained from this study, and thanks to the use of a brand dissemination strategy based on word-of-mouth communication, it was established that during the last two months five hammocks with different characteristics, nine woven bags of different sizes, and fourteen sets of women’s accessories of various designs were sold, with an average profit margin of 40%, which justified the investment in the design of a virtual store through the operator GoDaddy. Therefore, it was concluded that this strategy had a positive impact on the preservation of traditional forms of artisanal production. The public responded positively to these products, non-traditional customers from the municipality of Morroa, Sucre were reached, and the need arose to formalize the constitution of the company artesaniasguaimaro.com in compliance with the requirements of the Sincelejo Chamber of Commerce in order to access credit and economic incentives offered by the State during the pandemic.