The Effect of E-Commerce Platforms on the Market Reach of Artisanal Producers in Cross River State

This study examines the effect of e-commerce platforms on expanding the market reach of artisanal producers in Cross River State, South South Nigeria. Cross River State is renowned for its cultural arts and craft industries, producing high-quality woven fabrics, wood carvings, beadwork, and calabash art. Despite the richness and uniqueness of these products, artisanal producers have historically been confined to local and tourism-dependent markets. The emergence of digital marketplaces including Jumia, Konga, and Instagram shopping has created new pathways for broader national and international market access. The study adopts a mixed-method design, combining surveys of 60 artisanal producers with interviews of 15 e-commerce platform administrators and marketing consultants. Producer survey data are analysed descriptively, while interview data are coded thematically. The study assesses adoption rates, perceived benefits, barriers to adoption, and actual sales expansion outcomes attributable to e-commerce engagement. Preliminary findings indicate that producers who actively manage their e-commerce presence report significantly higher sales volumes and new geographic market entries compared to non-adopters. Key barriers to adoption include limited digital literacy, logistics challenges, and photography quality limitations. Recommendations are directed at artisanal cooperatives, the Cross River State government, and e-commerce platform operators on supporting artisanal digital market integration. Keywords: e-commerce, artisanal producers, market reach, Cross River State, digital marketing