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Central America: Women and e-commerce

  • Linking Central American Women Business Enterprises (WBEs) with the Global Gifts and Home Decoration Market is funded by the European Union (EU) and implemented by the International Trade Centre (ITC) in collaboration with the Secretariat for Central American Economic Integration (SIECA) and national implementing partners.

    The beneficiary countries are Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua and Panama.


    “With e-commerce, we no longer need to move to other places to sell. We just need to gather all the elements to make our website and products attractive, so that we can reach more people.”
    Johanna Canahuati, founder of Joe Canahuati Handbags, El Salvador


    “We have participated in a few virtual fairs this year, where we have seen a clear increase in sales. I think virtual fairs are a good channel to increase your visibility and connections. If you don't have an online presence, customers don't take you seriously. Having a robust and optimised page with a good purchasing mechanism is essential.”
    Anna Sophia, founder of Achiote, Guatemala


    “The tools we are using in the project will help us export abroad, through e-commerce. We are learning how to effectively use keywords and how to modify our website to adapt it to our target market.”
    Kryssia Quintanilla, co-founder at Coco Canela, El Salvador


    “By leveraging targeted online campaigns and continuously tracking sales metrics, I was able to successfully promote my brand abroad, especially in the United States.”
    Soledad Borel, founder of Soledad Art Jewelry, Costa Rica


    “E-commerce will be a source of employment for women in El Salvador. The project will help us become self-sufficient and more competitive in both national and international markets.”
    Fátima Calero, founder and manager of Piedraluna, El Salvador

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