Despite a growing global interest in the African continent, coinciding with an increasingly wide adoption of ethical and responsible consumption patterns, international consumers find it difficult to access authentic artisanal products, having followed a standard quality control process, shipped directly and quickly from Sub-Saharan Africa or the West Indies. This point is shared by both individuals and professional buyers.

Artisans operating in the informal sector are rarely banked and therefore ineligible for most of the financing supports necessary for the development of their activity (investment in equipment, for example). Funders are skeptical because of the risks to their economic viability, and microfinance opportunities are sporadic. It should also be noted that when loans are available, the rates are high and the guarantees required are a real obstacle to access.

The handicraft sector in Sub-Saharan Africa and the West Indies would benefit from being more harmonized. This would reduce barriers to entry (common standards, rules and regulations), strengthen consumer confidence and facilitate international cooperation. To date, there is no label authenticating the origin or quality of artisanal products for these regions. Thus, neither the interests of artisans nor those of consumers are protected. Note that the few structured brands lack visibility on the international scene.

Artisans working in the informal sector (a large majority in Sub-Saharan Africa) do not follow the administrative processes necessary to comply with the regulations in force in international trade or the requirements of certain calls for tenders. Their merchandise is thus sold within a restricted radius. This phenomenon is true at the regional level: local consumer markets cannot absorb all the supply.

Artisans need a strengthening of technical skills to standardize and improve their productions. The institutional context must facilitate access to quality training, which takes into account the context in which the skills acquired will be applied. Beyond technical skills, it is also necessary to improve the overall quality of the offer, develop new techniques, innovate in order to build customer loyalty and penetrate new markets. Examples: project management, marketing, administrative and financial management, customer relations...

Craftsmen's income often covers only basic needs but does not allow them to get out of a situation of poverty or to scale up (for entrepreneurs who have formalized their activity). Rates are not regulated and customers are free to negotiate lower prices.