Vision, Purpose, Solution and Values

November 2019

  • There is a rising demand for ethical products (£83bn marketplace in the UK), in a fragmented, hard to access marketplace, this gives:
    • Poor visibility of ethical sellers and brands
    • Poor accessibility to the breadth available to buyers
  • The UK is a £133bn mcommerce market – one of the largest in the world with 95% growth expected over the next 4 years, with the use of smartphones to make purchases increasing to 71.2% of mcommerce sales by 2023.
  • We want to help solve this in a way that makes a positive difference to the environment.

Our Purpose – Making ethical the standard.

  • By providing easier access to the ethical retail market, we will enable greater seller visibility in a fragmented market and give buyers access to the broad range of ethical products available in a single marketplace.

Our Vision

Making ethical the standard for all shoppers, by being the world’s go-to sustainable marketplace to buy and sell ethical goods.

Our Solution

GoEthical Ethical Marketplace is a single marketplace for artisans, micro-sellers and brands committed to ethical and sustainable products, our app helps consolidate this fragmented marketplace, by delivering customer choice and market accessibility.

We make ethical the standard by:

  • Providing a single ethical marketplace to create seller visibility.
  • Providing customer choice and accessibility in a fragmented market.
  • Being Innovators and challenging the status quo.

Our solution delivers to three core markets:


Providing a single ethical marketplace to create seller visibility. Providing customer choice and accessibility in a fragmented market. Being Innovators and challenging the status quo.

Pro seller shops are dedicated to ethical brands only, to support business growth and market visibility.

  • Pro seller shop profile – You will be validated as an ethical brand that only sells ethical. Upload products singularly by mobile or in bulk upload via the dashboard
  • Pro seller dashboard – Enhanced customer insights, data analysis and performance monitoring tools. Inventory and order management tools. View and filter sales/order data
  • Forums & visbility – Influence target customers through content in the Customer driven ratings, rankings & reviews


Artisan and craftspeople are supported through unique shop profiles, to support building your business and giving market visibility.

  • Create a unique shop & profile – Quick item upload. Improved visibility in an artisan only shop
  • Business growth – Build a following and business. Progress to an Ethical brand category as your business grows. Supports new and emerging talent into the marketplace


Micro sellers can set up a shop and profile to sell preloved items to an entire upcycle market.

  • Create a shop & profile – Quick item upload – start selling in seconds. Easy product upload with up to 5 images. Add category, description, price, specification and pick up/delivery options
  • Acess to an entire upcycle market – Delivery and pick up options. Integrated to Google Maps

 Our Values – Committed to Ethical, Trusted and Innovative.


We are committed to reducing environmental impact in retail by;

  • Working to the highest standards of integrity in all of our actions by doing the right thing in a fair, honest and responsible way.
  • Ethical leaders by being positive ethical role models through our own conduct, ethical decision making and approach.
  • Respect for others by being inclusive and respectful of all.
  • Giving back value to charities that make a positive difference.


We are a trusted ethical marketplace for buyers and sellers by;

  • Being transparent in all that we do.
  • We develop relationships that make a positive difference in our customers’ lives.
  • Taking a proactive approach to understanding the key issues affecting our partner brands and customers.
  • Being accountable by delivering on time and to our
  • Ensuring work is of the highest standard by providing outstanding products and exceptional service that, together, deliver premium value to our customers.


We innovate to make a difference by;

  • Challenging the status quo to deliver a new retail experience for ethical customers and buyers.
  • Focusing on the user.
  • Embracing change and identifying opportunities to make a difference.
  • Leading by example.
  • Bringing energy, passion and a positive approach to work, every day.