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Phayao OTP entrepreneurs creating marketing channels via E-commerce expressed opinions about weaknesses of their E-commerce, involving accessibility, usability and compatibility between the system and business rules. These factors resulted in their seldom use of the Website on a regular basis, the irresponsibility of keeping the Website contents up to date, and the site has unintentionally therefore become merely a socializing tool for the entrepreneurs. This phenomenon works against Thailand 4.0 policy. This research has placed an emphasis on user requirements elicitation process by means of integrating collaborative requirements modelling with futuristic requirements and crowd requirements to prioritize tasks from requirements elicitation and create requirements specification. The research findings are as follows: Firstly, the current state of Phayao OTOP entrepreneurs is that they are a cross-over of B2B and B2C businesses with the government’s pushing forward; however, they lack of marketing and design skills, and advanced information technology use. Secondly, the proposed elicitation process is composed of 6 main stages. Thirdly, there are 21 low-level requirements found. Finally, 14 generic requirements for Phayao OTOP Websites are essentially established. Future research includes the study of E-commerce platform that can link and transform modest local businesses to larger-scale enterprises.
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