PSFK’s professional-grade research platform, featuring access to our full-report library and on-demand research services.

Take me to PSFK iQ

Help, I have question!

  • + What is my level of access?
  • + Not sure what product is right me
  • + I am having access issues
Chat with a representative

Want to send us an email?

Email us at
E-tailer ‘Choose Love’ Shop-ifies Humanitarian Aid

E-tailer ‘Choose Love' Shop-ifies Humanitarian Aid

The e-tailer sells essential products that consumers can buy for refugees in need, offering a purpose-led online shopping experience

The Choose Love online store sells much-needed products that consumers can purchase for refugees and displaced people. These include items for day-to-day survival, for emergency situations, and for building their futures. The site breaks the Choose Love shopping journey down into three stages: “Browse our store,” “Choose real products,” and “Leave with nothing.”

The interface looks like any other online shop, but instead of shopping for themselves, consumers buy items that are sent directly to refugees in need. Choose Love provides humanitarian aid to groups across Europe, the Middle East and the US-Mexico border. Items on offer include survival gear like winter wear, clean water, hot food, emergency bundles, and more, as well as life-enriching offerings like educational materials and therapeutic resources.

The project began as a brick-and-mortar pop-up shop in London in 2017. “We wanted to turn the idea of charity shops on their head,” CEO Josie Naughton explained to Brooklyn news site Brooklyn Based. “In 2017 we threw open the doors to our very first London store, hoping that amidst the nonstop holiday shopping, Londoners would want to give back—instead of snagging gadgets and jeans, they’d consider investing in making a difference. We were in absolute awe of the generosity. Alone we raised approximately £750,000 [over $1 million USD]; all which went directly to supporting refugees.”

PSFK's researchers highlighted Choose Love as one of the ways that retailers are meeting consumers' need for values-based, socially conscious shopping experiences—check out the others here.