In Guatemala, indigenous artisans have a rich culture of textiles rooted community, tradition, and remarkable craftsmanship. The challenge is to connect the artisans who’ve mastered those traditions with modern markets and international buyers.
In May 2025, the International Trade Centre (ITC) and Indigenous Entrepreneurs Network (REI) launched a new effort to modernize the artisans’ businesses by tapping into e-commerce. That opens the door to international trade, so artisans can charge higher prices for their textiles.
Through workshops, field visits and personal conversations, the ITC field team connected directly with REI artisans and entrepreneurs in three small towns across the country. By better understanding their needs and their local conditions, ITC can devise ways to support small-scale textile and clothing businesses to sell online and reach new markets.
Indigenous artisans move toward online sales
A first step toward that goal was a workshop on design, branding, and sustainability — all key to enhancing e-commerce potential. More than 40 people attended the workshop in Tecpán, a small town about 90 kilometres west of Guatemala City.
Artisans showcased their work and explored sustainable materials like natural dyes and eco-friendly yarns. The team leading the workshop explained how to meet international quality standards and to boost their visibility online. Further workshops will look at sustainable production, digital marketing, and e-commerce.
More than 86% of REI textile businesses are led by women, highlighting their role in preserving cultural heritage. They’re also pillars of support for rural communities. Improving their businesses brings benefits for entire towns.
Access to finance remains a challenge
Yet challenges remain. Artisans face limited access to sustainable raw materials, while gaps in product quality and finishing standards can limit their competitiveness in export markets. Few facilities have adequate equipment for dyeing or weaving at scale. Many of their businesses are not formally registered, making it hard to access finance and formal trade channels.
Still, there is strong momentum within REI. Artisans are eager to adopt sustainable processes, improve quality, and embrace digital tools to expand their businesses. Collective action through REI offers a path to building a more resilient sector.
About the project
The project is formally known as Guatemala: Facilitating Exports and Investment through enhanced digitalization of government services and promotion of sustainable and inclusive trade with the EU.
The project empowers indigenous entrepreneurs with the tools and visibility to succeed in global markets while preserving their cultural identity. That makes the value chain for Guatemalan textiles more inclusive and sustainable.