Business Strategies and Development of Digital E-Commerce Platforms to Enhance the Potential of Local Handwoven Textile Products of Community Enterprises in Kanchanaburi Province

Abstract

The objectives of this research were to: (1) study the business strategies of local handwoven fabric products of community enterprises in Kanchanaburi Province, (2) develop a digital e-commerce platform for these products, and 3) evaluate the quality of the digital e-commerce platform. This study employed a mixed-methods approach. Qualitative data were collected through interviews with four local Thai textile community enterprises in Kanchanaburi Province. Quantitative data were collected using evaluation questionnaires from two groups: four users from local Thai textile community enterprises in Kanchanaburi Province, and 385 general consumers who had purchased products through online platforms, selected by accidental sampling. The qualitative data from interviews were analyzed descriptively, and focus group discussions were conducted to analyze business strategies. The quantitative data were analyzed using descriptive statistics, including percentages, means, and standard deviations. The findings were as follows: (1) The overall business strategy for community enterprises producing local handwoven textile in Kanchanaburi Province emphasizes product diversification aligns with modern and digital markets while preserving cultural identity and indigenous wisdom. The strategy highlights the development of premium branding by incorporating natural materials and cultural storytelling to enhance product value and differentiation. In addition, it focuses on strengthening digital marketing capabilities, expanding sales through digital platform, and fostering collaborative networks among companies, government agencies, and private sectors. These approaches aim to create greater market opportunities, broaden the customer base, and ensure long-term sustainability. (2) The digital platform functions through two main systems: a trading system and an inventory management system. (3) The quality of the digital platform was rated at the highest overall level.