The concept of fair trade is typically viewed as beneficial to buyers. Indeed the very concept of fair trade implies that no over pricing should occur when carrying out essential financial transactions between the suppliers and the producing company. This concept under analysis can also be viewed as the tool for improving the quality of transaction between the supplier and the customer. Therefore fair trade encourages sustainable development of the economy contributing to economic growth of the state and its companies immensely.

There is a possibility that the use of fair trade principles when carrying out trade related processes in the market helps build stronger and more trustful relations with customers therefor building the foundation for an increase in their loyalty. With this concept, Asasoft helps meet the needs of disadvantaged customers who are often forced to buy products at an outstanding high price. This in turn serves as a shield for customers and guards them against dishonest corporations. It is assumed that the subject matter affect the choices made by the customer in the environment of the global market.

The significance of fair trade is growing increasing high in the context of  globalization process. Since its inception, the Fair Trade movement has been growing at an exponential rate as more consumers realize that while many benefits from open markets, subsidized commodity items, and products that are mass-produced- many farmers, artisans, and children are losing their livelihoods, freedoms and in the worst cases, human rights.

Fair Trade is an approach to business and to development based on dialogue, transparency, and respect that seeks to create greater equity in the international trading system. Fair trade supports producers and craftspeople in developing countries who are socially and economically marginalized. These producers often face steep hurdles in finding markets and customers for their goods.