The UAE has in recent years nurtured a legion of artisans and crafters offering an alternative to mainstream shopping.
For some, homemade has provided a handy bonus income, largely through community markets such as Ripe, Arte and Shopping Soiree. But what do these vendors do when the pop-up events close for the week?
Online shopping platforms are seeking to fill this void. The latest – Croutique – harnesses the huge popularity of the online brand ExpatWoman.com to give an “after hours” shop window to these vendors.
Although likely to draw sellers already familiar with her site, Gail Livingstone, ME Digital group’s chief operations officer, says the service isn’t restricted to ExpatWoman.com members.
“It’s definitely an extension and sits alongside ExpatWoman, as it compliments what we have been doing in online-to-offline environments,” she says. “We have worked with local crafters and small businesses the past 14 years, both online and through our well attended events. Croutique provides a platform to showcase and sell products.”
ExpatWoman.com has grown from a small Dubai-focused site in 2002, to 14 sites covering the UAE, GCC, Middle East and Asia. It is part of the thriving ME Digital Group, based in Dubai Studio City, that has expanded from 18 employees to 80 in the past two years, across offices in Saudi Arabia and UAE, following the acquisition of activities, meals and hotel deals site -Cobone.com.
Mrs Livingstone says plans for Croutique began two years ago, to build on ME Digital’s existing digital reach.
“We had intended to develop a gift marketplace when Cobone.com came on the market,” she says. “The acquisition enabled us to enter the e-commerce space with a trusted, existing brand. Consequently, our marketplace plan was delayed but the insight and understanding we gained from operating a high-performing e-commerce brand has been invaluable.”
Once approved by Croutique, crafters upload product photos, details and prices, and when orders land, fulfil delivery. Croutique takes a commission – 10 per cent of the sale price of each item sold and Dh1 per item sold.
“We’re really looking for crafters, boutique owners and small businesses that sell or make things that are quirky, unique, unusual; things perfect for gifts, great for the home or for treating yourself,” Mrs Livingstone says. “We want sellers that have a story, that can personalise and can make or sell really different and bespoke products. On the buyer side, we’re aiming at local residents looking for something a bit different.”
Mrs Livingstone doesn’t believe sites such as Croutique could ultimately replace sales events. In fact, the site is actually planning Croutique-branded craft fairs.
“As a seller you need to have everything covered – a physical presence at events, social media presence and a means for customers to buy products online.
“Most sellers would not be able to set up their own website, payment gateway and build an audience.”
So what are the alternatives? Among those courting artisans is Little Majlis, founded by Anna Bolton-Riley and Annabelle Fitzsimmons. They took littlemajlis.com live four years ago and are upgrading for 2017.
“The boutique or artisan marketplace concept was not new, from a global perspective, but was really missing in the UAE,” Ms Fitzsimmons says. “Each seller has their own shop front with a direct URL and links to their social media pages. Sellers list and manage stock, and dispatch orders directly. Little Majlis facilitates the order, collects payments from customers and pays sellers monthly.”
Vendors currently pay a listing and sales fee.
Qandystore.com also lets artisans open an online store, in English and Arabic. Created two years ago by friends Arun Chulani and Rashmi Kalwani, it links with Aramex for deliveries and targets small and medium-sized vendors and wholesalers.
Qandystore costs vendors from US$10 per month and Mr Chulani says each store is “integrated with local payment gateways so payments can be made to banks in local currencies”.
None of the sites demand sellers hold a trade licence. Croutique says the decision rests with the seller, while Mr Chulani says selling online is a grey area in some Mena jurisdictions: “Technically, in Dubai at least, a licence is required to sell.”
Croutique was launched during the recent ExpatWoman Festive Fair in Dubai, and more than 60 vendors are now signed on to the platform.
Among them is Hector’s Handmade. “I was excited to hear about Croutique and signed up straight away to be first in on the action,” says British owner Sarah Matthews, who creates colourful camel-themed cushions.
Ms Livingstone says: “We will be introducing more fashion, furniture and accessories. I don’t see us selling cars on Croutique in the near future, unless someone crochets one.”
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