How to Shop Black-Owned Brands Online and Actually Make an Impact (Easy 5-Step Guide)

Let's be real for a second. You've probably seen all the posts about supporting Black-owned businesses. You've double-tapped the infographics. Maybe you've even saved a few lists. But when it comes to actually clicking "add to cart," things get a little fuzzy.

Where do you even start? How do you know if a brand is legit? And does your one purchase really make a difference?

Spoiler alert: Yes, it absolutely does.

Here's the thing, Black or African American-owned businesses generated $141.1 billion in annual receipts and employed 1.3 million people according to the U.S. Census Bureau's 2021 Annual Business Survey. That's not pocket change. That's generational wealth being built, communities being strengthened, and dreams being realized, one transaction at a time.

So if you're ready to stop scrolling and start shopping with intention, you're in the right place. Let's break down exactly how to shop Black-owned brands online and actually make an impact, in just 5 easy steps.

Step 1: Start With Dedicated Black-Owned Marketplaces

Here's the easiest way to begin: go where the brands already are.

Instead of spending hours Googling and hoping for the best, use marketplaces and directories specifically designed to spotlight Black-owned businesses. These platforms do the heavy lifting for you, curating, verifying, and organizing everything so you can browse with confidence.

Some popular options include:

• BuyBlack.org – The largest online directory of Black-owned businesses in the US with over 50,000 searchable listings
• Naspora – Known as one of the largest networks promoting Black-owned businesses
• Black Nile – Perfect if you're into luxury Black-owned brands
• Shoppe Black – Great for discovering entrepreneurs across multiple industries

And of course, there's The Black Wall Streets, a marketplace built to connect you directly with Black entrepreneurs selling everything from fashion to home décor to beauty essentials.

Using dedicated platforms means your money goes straight to the source. No middlemen. No guesswork. Just direct support.

Step 2: Explore Mainstream Retailers With Black-Owned Collections

Not ready to dive into a whole new shopping experience? No problem.

Many mainstream retailers have started curating dedicated sections featuring Black-owned brands. This makes it super easy to support while shopping at places you already know and trust.

For example, PacSun now features over 191 items from Black-owned brands like Fear of God Essentials, Billion Dollar Baby, and Compton Cowboys. Target, Sephora, and Amazon have also rolled out "Black-owned" badges and collections.

Here's a pro tip: Look for filters or badges that indicate Black-owned status. Many retailers are making this easier to spot now, so use those tools to your advantage.

But here's the catch, when you buy from a big retailer, a chunk of that money still goes to the retailer itself. If you want 100% of your dollars to land in the hands of Black entrepreneurs, shopping directly from their websites or dedicated marketplaces (like The Black Wall Streets) is the move.

Step 3: Target Categories You Already Shop

Let's make this practical.

You don't need to overhaul your entire shopping routine overnight. Start with categories you're already buying from, then swap in Black-owned alternatives.

Here's a quick breakdown of popular categories where Black-owned brands are absolutely thriving:

Fashion & Accessories

From streetwear to luxury pieces, Black fashion designers are creating some of the most innovative styles out there. Think bold prints, statement pieces, and apparel that actually means something. Check out accessories and hats for starters.

Beauty & Haircare

Brands like Camille Rose Naturals, Oyin Handmade, and Mielle Organics have changed the game for natural hair care. And if skincare is your thing, there are plenty of Black-owned beauty brands creating products for all skin types.

Home Décor

Want your space to reflect your values? Black-owned home décor brands offer everything from unique candles to art prints to cozy textiles that make a statement.

Lifestyle & Wellness

From journals to fitness gear to self-care essentials, this category is booming with Black-owned options.

The key here is to make it seamless. If you're already buying candles, buy from a Black-owned candle brand. If you need a new hoodie, check out a Black-owned apparel line. Small swaps lead to big impact over time.

Step 4: Verify Business Ownership and Quality

Okay, let's talk about something that doesn't always get mentioned: verification.

Unfortunately, not every business claiming to be Black-owned actually is. And as the "buy Black" movement has grown, so have opportunistic sellers looking to cash in on the trend.

Here's how to make sure your dollars are going to the right place:

Check the About Page

Legit Black-owned businesses are usually proud to share their story. Look for founder bios, company history, and mission statements that highlight their background.

Use Verified Platforms

Platforms like Black Nile require partners to meet specific criteria including luxury design, quality, and professionalism before being listed. Marketplaces like The Black Wall Streets also vet their sellers to ensure authenticity.

Read Reviews

Customer reviews can tell you a lot about product quality and the overall shopping experience. Look for consistent positive feedback and real customer photos.

Look for Certifications

Some businesses are certified through organizations like the National Minority Supplier Development Council (NMSDC) or local Black chambers of commerce.

Taking a few extra minutes to verify means your money truly supports the community you're trying to uplift.

Step 5: Understand the Real Impact of Your Purchase

Here's where it all comes together.

Every time you buy from a Black-owned business, you're doing more than just getting a product. You're:

• Supporting a dream – Many Black entrepreneurs bootstrap their businesses with limited access to traditional funding. Your purchase helps them grow.
• Creating jobs – Black-owned businesses employed 1.3 million people in 2021. When these businesses thrive, so do the communities around them.
• Building generational wealth – Money spent with Black-owned businesses circulates within Black communities, creating a ripple effect of economic empowerment.
• Challenging systemic barriers – Historically, Black entrepreneurs have faced significant obstacles in accessing capital, resources, and opportunities. Your support helps level the playing field.

Think about it this way: that $30 candle isn't just a candle. It's rent for a small business owner. It's inventory for next month. It's proof that there's demand for what they're creating.

Your purchase is a vote. And when you vote with your wallet consistently, you're sending a message that Black-owned businesses matter: not just during Black History Month, but all year long.

Ready to Start Shopping With Purpose?

Look, nobody's asking you to be perfect. You don't have to buy exclusively from Black-owned brands starting tomorrow. But small, intentional shifts in how you shop can create massive change over time.

Start with one category. Find one brand you love. Make one purchase this week.

That's all it takes to begin.

And if you're looking for a place to start, The Black Wall Streets has you covered. From jewelry and accessories to apparel to home goods, you'll find Black-owned brands ready to earn your business.

Your dollars have power. Let's use them to build something bigger.

What's your favorite Black-owned brand right now? Drop it in the comments: we'd love to check them out and share with the community!