A registered Canadian not-for-profit backing underrepresented founders
For first-time founders

Your first sale
is closer than you think.

We uplift diverse, underrepresented communities with practical ecommerce education. Honest resources, real mentors, and a network that opens doors.

Start your store journey See how we help
✓ Registered not-for-profit ✓ Mentors who have built real stores ✓ No upsells, no paywalls
Ecommerce founder packing her first customer orders at home
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founders in our community
1:1
mentorship and coaching
What we offer

Three ways in. Choose yours.

Everything we run is open to anyone who needs it. Pick the kind of help that fits where you are right now.

Founder using free ecommerce resources to pack and ship an order
Learn

Resource hub

A centralised collection of tools, templates and information to help you succeed, from choosing what to sell to shipping your first order.

Entrepreneurs connecting at a free ecommerce networking event
Connect

Networking

Events and platforms to connect with other entrepreneurs and industry leaders.

Ecommerce mentor coaching a new founder through their business plan
Grow

Mentorship & coaching

Guidance and support from experienced mentors who have built what you are building.

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free guides, with new ones added regularly
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of our programs are free to join
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founders signed up and counting
Why ecommerce

The lowest-barrier path to ownership.

  • 01Accessible. Reach global audiences without a physical storefront or big startup costs.
  • 02Scalable. Digital businesses expand more readily than traditional retail.
  • 03Flexible. Operate from anywhere, at any time, around your responsibilities.
  • 04Innovative. Modern AI tools now do what agencies once charged thousands for.
We are a nonprofit. Our only measure of success is founders who make it, and everything we offer is open to anyone who needs it.
Small business owner managing inventory and fulfilment in her warehouse
Guides & resources

Learn the craft of selling online.

14 practical guides written for real beginners. No jargon, no fluff, updated for 2026.

AI-generated product photo examples showing studio-quality images for ecommerce listings 01
AI Product Photos

How to Boost Your Ecommerce Store with AI Product Photos
Illustration of AI product photography workflow for Shopify store product images 02
Shopify

How to Create Professional Shopify Product Photos with AI
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03
AI Product Photos

How to Replace Expensive Product Photography with AI
AI-generated lifestyle product photo of hexagon sunglasses worn by a woman in a garden 04
Shopify

Boost Shopify Sales with AI Product Photos and Videos
Before and after AI furniture product photo of white sofa chair in festive room 05
AI Product Photos

How to Create Stunning Furniture Product Images with AI
Everything

Browse all 14 guides →
Scroll to explore the guides →

Your business idea deserves a real shot.

If you are an entrepreneur from an underrepresented community, sign up and we will support you on your journey. Or volunteer and help the next founder through the door.

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