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Shop Black campaign launched

Shopify has partnered with TikTok to showcase Black-owned businesses with the launch of TikTok’s first co-branded Hashtag Challenge Plus #ShopBlack.

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With Black Friday and Cyber Monday fast approaching and the increasing awareness of the black pound, eCommerce platform providers are understanding the need for more Black entrepreneurs. Shopify has partnered with TikTok to showcase Black-owned businesses with the launch of TikTok’s first co-branded Hashtag Challenge Plus #ShopBlack.

The Black Employees of Shopify developed a list of 684 Black-owned online stores powered by Shopify. A number of black-owned UK businesses are also listed in the directory. This includes London-based Rahsul Collection and natural skincare brand Island Organics and Manchester-based fashion brand, Cultureville.

Running from November 10 to 15, TikTok users can spotlight their favourite Black-owned businesses using the hashtag #ShopBlack. The campaign, which also features a custom branded effect, music and creator content, will highlight products from more than 40 Shopify merchants, giving TikTok users a resource to support Black-owned businesses.

"Being able to quickly and effectively drive new customers to my website is extremely important since we live in such a fast-paced world," said Michael Terrence Nightwing, Founder and CEO of Neter Gold, a natural body care brand.

"With TikTok and Shopify working together the process for reaching new customers will be much smoother. And I can spend less time working and more time creating. This is exactly why I'm looking forward to the #ShopBlack Hashtag Challenge, and why deciding to participate was a no brainer for me."

Shopify is also launching the Black Business Directory. Shoppers can use the directory to discover and buy from Black Shopify merchants. The Canadian-based company has recently announced that it will join Operation Hope have joined forces to help create one million Black-owned businesses in the US by 2030.

In the UK, there are a growing number of black business directories and networks including Black2business UK, Black Business Directory and Blacknet.