Role of E-Commerce in Promoting Bastar Handicrafts: A Quantitative Study.

Abstract

The rapid expansion of the digital economy has significantly transformed traditional modes of trade and commerce, offering new avenues for the promotion of indigenous industries. In this context, the present study investigates the role of e-commerce in promoting Bastar handicrafts through a quantitative analytical framework. The primary objective is to examine the impact of e-commerce adoption on market reach and sales performance, as well as to analyze the challenges hindering its effective utilization among artisans.The study is based on primary data collected from 200 respondents, including artisans and handicraft vendors, using a structured questionnaire. Statistical analysis was conducted using SPSS, employing inferential tools such as the Chi-square test and Pearson’s correlation coefficient. The results reveal a statistically significant association between e-commerce adoption and enhanced sales performance (χ² = 77.00, p < 0.05), indicating that digital platforms substantially improve market accessibility and economic outcomes. Furthermore, correlation analysis demonstrates a moderate negative relationship (r = -0.52) between adoption and prevailing challenges, suggesting that factors such as limited technical knowledge, inadequate infrastructure, and logistical constraints impede the effective integration of e-commerce.The findings underscore the dualistic nature of e-commerce as both an enabler of economic growth and a domain constrained by structural barriers. The study concludes that while e-commerce possesses significant potential to enhance the visibility and sustainability of Bastar handicrafts, targeted interventions focusing on digital literacy, infrastructural development, and policy support are essential to ensure inclusive participation.