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Diddy launches digital marketplace for Black-owned businesses

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Jon Kopaloff-FilmMagic

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Sean ‘Diddy’ Combs has partnered with Salesforce and Official Black Wall Street to launch a digital marketplace, named Shop Circulate, for Black entrepreneurs Fall of 2021.

The digital marketplace was described as a “curated digital marketplace that allows consumers to discover and buy products exclusively created and sold by Black entrepreneurs,” which “provides Black businesses with a platform to reach global audiences and empowers consumers to shop the world’s best Black-owned brands.”

“Salesforce is honored to collaborate with Sean Combs and Combs Enterprises to help close the unjust wealth gap that prevents too many Black Americans from achieving economic equality,” added Marc Benioff, chair and CEO of Salesforce. “Shop Circulate will empower us all — as individuals, communities and companies — to support Black-owned businesses, amplify the talent of Black entrepreneurs and move us closer to true equality.”

Shop Circulate will be an online marketplace for consumers to shop products and other items from Black entrepreneurs and is expected to go live later this year.

Those involved in the Shop Circulate include The Nile List, Official Black Wall Street, Marketplacer, Salesforce and Deloitte Digital. The platform will feature “an expansive list of businesses across categories, from beauty, fashion and art, to health, wellness and home.”

Combs Enterprises has appointed The Nile List founder Khadijah Robinson to head of product, where she will oversee development and spearhead all Shop Circulate global efforts. Details on the acquisition were not given.

Additionally, Shop Circulate inked a partnership with Official Black Wall Street, a directory of Black-owned businesses, with its founder Mandy Bowman joining as an adviser. The new platform will be designed and built by Deloitte Digital and Salesforce, and powered by Marketplacer.

Comb’s goal for the platform is to help advance the “collective pursuit of economic justice”.

“Building Black wealth starts with investing in Black-owned businesses and giving entrepreneurs access to the consumers needed to build sustainable companies that can thrive,” Combs provided in a statement.

If you are an entrepreneur or looking to support black businesses keep an eye out for this platform when it launches in the Fall.

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