{"id":11607,"date":"2020-02-10T13:58:45","date_gmt":"2020-02-10T13:58:45","guid":{"rendered":"https:\/\/winlocal.in\/toweb\/?p=11607"},"modified":"2025-03-13T14:46:17","modified_gmt":"2025-03-13T14:46:17","slug":"craftsmen-and-cross-border-e-commerce-finally-a-winning-economic-model","status":"publish","type":"post","link":"https:\/\/towebornottoweb.com\/en\/craftsmen-and-cross-border-e-commerce-finally-a-winning-economic-model\/","title":{"rendered":"Craftsmen and cross-border e-commerce: (finally) a winning business model?"},"content":{"rendered":"\t\t
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Craftsmen and cross-border e-commerce:
(finally) a winning business model?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The \u201cGrande Exposition du Fabriqu\u00e9 en France<\/a>\u201d at the \u00c9lys\u00e9e Palace and\u00a0Maison & Objet<\/a>\u00a0have recently taken place: here, there were opportunities for Made in France craftsmen to display their unique know-how and their commercial approach adapted to\u00a0digital innovations<\/b>\u00a0and\u00a0cross-border e-commerce.<\/b><\/p>\n

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Craftsmen are not afraid to export.\u200b<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Craftsmen have got talent and they aren\u2019t reluctant about making this known beyond the national borders! Take the example of Flu\u00efd: this glassware producer, based in the island of Belle-\u00cele-en-Mer in the south of Brittany, received the remarkable prize\u00a0<\/span>Stars et M\u00e9tiers<\/i>\u00a0for its\u00a0<\/span>export<\/span>\u00a0operations last year. The team, consisting of six collaborators, manages the artisanal production of unique pieces and participates in exports.<\/span><\/p>

Thus, with more than 30% of their turnover already coming from exports, Flu\u00efd\u2019s glass objects are found thousands of kilometres away, even as far as Hong Kong. The glassware producer made exporting its crux and this was the right decision. And to take things even further, Flu\u00efd is going digital with the creation of a <\/span>multilingual e-commerce site<\/span>, its\u00a0<\/span>SEO<\/span>\u00a0for several countries and the launch of\u00a0<\/span>international social medias<\/span>. Many developing actions that the company has not been able to deploy so far, owing to lack of time.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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But digital and cross-border sales remain complex for craftsmen\u2026<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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For artisans, the problem is always more or less the same, and it does not only concern digital matters but business in the broad sense. As Jean-Pierre Lebureau<\/span>\u00a0<\/span>\u2013 Meilleur Ouvrier de France for metal decoration \u2013 explains, craftsmen do not have the time to do everything: in general, they are directly involved in the design and manufacturing of their handmade products as well as their sales, accounting, HR management, supply chain<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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And the choice of being helped by a web agency turns out to be a tough obstacle course, largely due to the technical complexity of the project, as perceived by craftsmen. Because it\u2019s not only a question of choosing between\u00a0<\/span>Prestashop\u00a0<\/span>or<\/span>\u00a0Shopify<\/span>\u00a0to create an online store, they must also choose how to manage the\u00a0<\/span>SEO<\/span>, which keywords to invest in for Ads or promotions, which languages should the texts be translated into, which cross-border payment system to use, etc.<\/span><\/p>

These are complex technical subjects which frequently lead to one of these two results: either the overinvestment in a website which is too advanced, and therefore too expensive, for the craftsmen\u2019s need, that is to sell; or the inaction because of the high price to pay, that sometimes leads even to the total rejection of the project.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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And marketplaces are often deemed inadequate.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Besides the problems of owning an e-commerce website,\u00a0<\/span>marketplaces<\/span>\u00a0dedicated to artisanal products can be a solution. They offer the advantage of an online store with already a large and qualified traffic, often an international exposure, suitable payment and logistics solutions. And yes, they\u2019re for artisans, too!<\/span><\/p>

Although some people have realised that a marketplace is like being on a high-street premium head display, which also helps develop sales on its own online store, these are only a minority of people<\/span>. In the sector, there are generally two preconceptions that must be dissipated: firstly, thinking that \u201chandmade\u201d products, though unique, are not suitable for these marketplaces; and secondly, the belief that a business cannot sell on marketplaces without having a big brand.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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In reality, these platforms have evolved a fair bit: initially used to sell unsold and discontinued items, marketplaces are now deploying a <\/span>\u201clong tail\u201d strategy<\/span>. This strategy proved that the best offer to attract traffic and increase sales has to be as large as possible. Both newly-launched brands and unique items have their place in this \u201clong tail\u201d to sell in their country as well as cross-border.<\/span><\/p>\n

But between <\/span>Etsy, Amazon Handmade, Empreintes, eBay<\/span>, etc. how do you choose which is the best marketplace for your business around the world? And to properly deploy your products on such international marketplaces, what are the dos & don\u2019ts? <\/span>Listing multilingual products <\/span>and <\/span>managing sales<\/span> thereafter can become expensive not only in terms of marketplace commissions but also in terms of time.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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What solution is there for artisans? Delegation of online sales with commissions on turnover.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Craftsmen are faced with a competitive situation where they must find a solution quickly to exploit the Internet: not only to promote their differences from industrial products but also to deploy e-commerce and sell around the world.<\/span><\/p>\n

To overcome their struggles, artisans need a more appropriate and reassuring solution, while sharing the risks in a balanced way with Web providers. The delegation of online sales to a Web partner can be such a solution: with a business model based on performance, the remuneration by\u00a0<\/span>online sales<\/span>\u00a0<\/span>commissions<\/span>\u00a0is very adapted to craftsmen businesses as indicated by\u00a0Eric Lemaitre<\/a>\u00a0and\u00a0Nathan Gotteland<\/a>.<\/span>
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Such business model suits Web providers that have a more pronounced long-term commercial taste, while allowing artisans to seize new opportunities in\u00a0<\/span>cross-border online trade<\/span>. There is no shortage of positive results: crystal craftsman Valery Klein reached 50% of his turnover with Amazon in 2019.<\/span><\/p>\n

Let\u2019s finish with the initial example of Flu\u00efd glassware: if it was able to exceed 30% of turnover in exports without the Internet, the launch of an online store and a marketplace that is open 24 hours a day, 7 days a week, internationally will at least double this figure within the first year, provided it is deployed correctly!<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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If you want to know more, contact us!<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tClick here<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The \u201cGrande Exposition du Fabriqu\u00e9 en France\u201d at the \u00c9lys\u00e9e Palace and Maison & Objet took place recently: opportunities for craftsmen featuring Made in France to honor their unique know-how and their commercial approach adapted to digital innovations, such as cross-border e-commerce.<\/p>\n

Craftsmen are not afraid to go for export.<\/p>\n

Our Made in France craftsmen have got talent and they do not hesitate to make it known beyond the borders of France! Take the example of Fluid, glassware producer. Located in Belle-\u00cele-en-Mer in Morbihan, last year the producer received the great prize, the Stars et M\u00e9tiers, for export operations. Its team of six collaborators manages the artisanal production of unique pieces and participates in export.<\/p>\n","protected":false},"author":30,"featured_media":11587,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"aside","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"class_list":["post-11607","post","type-post","status-publish","format-aside","has-post-thumbnail","hentry","category-blog","post_format-post-format-aside"],"yoast_head":"\nCraftsmen and cross-border e-commerce: (finally) a winning business model? -<\/title>\n<meta name=\"description\" content=\"Craftsmen should not be afraid to go for export. 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