East End’s Answer to Amazon as London Moves into Tier 3!

East End’s Answer to Amazon as London Moves into Tier 3!


Members of the Guild are working together to create a local alternative to Amazon. The East End Store, brings together manufacturers, brewers, artists and independent shops reflecting the diverse cornucopia that can be found in London’s local neighbourhoods.

Launching just in time for last-minute Christmas shopping, and just as news is breaking that London will move into Tier 3 this new platform is a vital connection between businesses that will be forced to close and both new and loyal customers.

For some, this will be their first foray into online trading and builds on renewed customer solidarity with local businesses in the wake of Covid.

Studies show 66% of UK shoppers are more likely to shop with local businesses compared to last year, with 49% stating that this is because they want to help small and local businesses recover.

If done collectively, a small act of conscious consumer power can make a big difference to family-run businesses. Our members are working incredibly hard to negotiate for fair rents, the uncompromising landlords are making the situation unbearable. But we’ve seen how supportive the community has been and the Guild wants to offer a quick and easy way to access local goods and services now and for future lockdowns.

In a recent article for The Independent, our partners at the New Economics Foundation said that for every £1 spent with a small local business an extra 56p of economic activity is supported in the local economy.

In addition, when the staff in a business also live locally, that same £1 spent could mean another £1.64 is injected into the local economy by associated individuals and businesses.

Customers will also be able to shop via Instagram @East_End_Trades_Guild. Look out for the hashtag #BackTheManor on social media to support small businesses by liking and sharing as much as you can!

Shop owner Dee O’ Connell of the Brokedown Palace in Shoreditch said: “We love being part of our local community, so it’s an honour to be in the East End Store alongside our awesome fellow members for everyone to see what the East End has to offer!“

The Store includes James Ince Umbrellas, the UK’s oldest brolly manufacturer. Meticulously manufactured umbrellas are made with traditional skills and techniques, the company sources material from as close to home as possible is accredited London Living Wage employer and, unlike Amazon and during the worst recession on record they’re still finding a way to pay their taxes.