Q: What is your e-commerce strategy?
A: Big Issue Shop is more than a retail platform; it is an integral part of The Big Issue’s wider commercial strategy to diversify revenue, strengthen financial resilience, and further our mission to support marginalised people.
Our current e-commerce offer spans print magazine back issues, a selection of products from our merchandise / social enterprise partners, print-on-demand Big Issue merchandise range, and an expanding selection of special commercial project products. This breadth is intentional. It allows us to serve three distinct but complementary audiences:
- Readers and collectors looking for specific back issues and archival / special content.
- Supporters who want to champion our mission through ethically produced merchandise.
- Partners and collaborators keen to develop purpose-led commercial projects.
The shop therefore acts as both a retail platform and a brand touchpoint in an online space where supporters can continue engaging with Big Issue’s values.
Our best-selling items fall into three categories:
- Back issues: These are consistently high performers. Many customers seek out issues featuring interviews with public figures, editions linked to a memorable moment, or issues they missed when unable to connect with their local vendor.
- Mission-led merch: Items that allow customers to visibly support Big Issue such as branded tote bags, T-shirts and seasonal lines tend to perform well. These products benefit from emotional resonance: consumers want their purchase to reflect their values.
- Exclusive prints, art wrapping paper and limited-run collaborations: Our curated range of exclusive artist prints, illustrated wrapping paper has become a standout growth area. These products offer supporters something special, creatively distinctive, and often available only through Big Issue Shop. Many come through special commercial projects collaborations that not only produce unique items but also raise essential funds.
Print-on-demand (POD) products are an increasingly successful component of the shop. They allow us to launch fresh designs quickly, test ideas at low risk, and reduce waste making them both commercially and ethically aligned with our values.
Our sourcing strategy is rooted in ethical production, sustainability, and storytelling. We prioritise partners who demonstrate transparent supply chains, reduced environmental impact, and shared social goals.
Ideas for new products come from:
- Cultural and editorial moments reflected in our magazine or wider campaigns
- Seasonal gifting opportunities
- Feedback from our community — both readers and vendors
- Commercial collaborations with aligned organisations
This combination ensures our range always reflects The Big Issue’s ethos while remaining commercially responsive.
A major strength of the Big Issue Shop is its ability to offer unique, purpose-driven products that customers cannot find elsewhere. The story behind each purchase supporting people in poverty differentiates us in a crowded e-commerce landscape.
We are seeking investment in an upgraded shop platform to deliver an improved customer experience and increase conversion. Improved user accounts, one-click purchasing, abandoned-basket marketing, and smoother UX will help to lift conversion rates and reduce drop-offs.
Like many charities and social enterprises, we balance commercial demands with mission integrity. Scaling product ranges while maintaining ethical standards can be more complex and costly than conventional retail. Another challenge lies in customer expectations. Online shoppers anticipate fast delivery, real-time stock visibility, and seamless checkout all of which place high operational expectations on a lean team.
We also need to continually raise awareness that Big Issue Shop exists. Unlike larger retailers, we cannot rely on heavy advertising spend, so content, email marketing, and partner amplification must work harder for us.
Q: How do you expect this to change in the future?
A: We would like merchandise and e-commerce sales to take on a greater share of our revenue mix, especially as more supporters interact with The Big Issue, primarily online. Expanding our print-on-demand catalogue will give us the agility to respond to cultural moments, create vendor-inspired collections, and reduce the risks of large stock buys.
We also see opportunities in:
- Enhanced CRM integration that enables personalised recommendations, segmented email outreach, and donor-shop cross-promotion
- Stronger storytelling around products, highlighting the real-world impact of each purchase
- Broader collaborations with ethical brands, artists, and social enterprises, helping us offer more exclusive ranges.
Ultimately, the next phase of our strategy is about creating a more connected customer journey, where buying from Big Issue Shop feels effortless, meaningful, and aligned with modern online shopping expectations.
Three top tips
- Treat product stories as part of the customer experience: In mission-driven e-commerce, the story behind the product is as important as the product itself. Use product pages, pre and post-purchase communications to reinforce impact. Customers who understand the ‘why’ return more often and share more readily.
- Test small, learn fast, and use print-on-demand to reduce risk: E-commerce rewards agility. Trial designs, seasonal concepts, and collaborative ideas using POD or short runs.
- Optimise for mobile and remove every barrier to checkout: Over half of our users browse on mobile, so every extra tap or field risks a lost sale. Prioritise: • streamlined checkout flows • one-click payment options • saved user accounts • fast-loading mobile pages
Nashitha and the other contributors will take part in an ‘E-commerce Special – Q&A’ webinar on Tuesday, 27th January. Click here for more information and to register.
This article was included in the E-commerce Special, published by InPublishing in December 2025. Click here to see the other articles in this special feature.
