Music Legend Sean Combs to Launch Digital Marketplace for Black-Owned Businesses

Jamie Grill-Goodman
Senior Editor
Jamie Grill-Goodman profile picture
Sean Combs wearing a suit and tie looking at the camera

Combs Enterprises and Salesforce have teamed up to create SHOP CIRCULATE, a curated digital marketplace that allows consumers to discover and buy products exclusively created and sold by Black entrepreneurs. The launch will provide Black businesses with a platform to reach global audiences and empower consumers to shop Black-owned brands.

SHOP CIRCULATE was developed by a diverse team of engineers, storytellers, brand marketers and product specialists across Salesforce, Deloitte Digital and Combs Enterprises. The platform will launch later this year, featuring an expansive list of businesses across categories -- from beauty, fashion and art, to health, wellness and home. 

This new platform will be designed and built by Deloitte Digital and powered by Marketplacer's online marketplace technology. Combs Enterprises is the portfolio of businesses built and cultivated by music legend and entrepreneur Sean Love Combs aka Diddy.

On the heels of the centennial anniversary of the Tulsa Race Massacre, SHOP CIRCULATE’s announcement reinforces the importance of supporting and empowering Black entrepreneurs and building wealth through “circulating” dollars within the Black community.

“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,” says Combs, chairman of Combs Enterprises. “I’m excited to partner with Salesforce to create a platform that will advance our collective pursuit of economic justice.”

SHOP CIRCULATE has acquired The Nile List, a widely respected and rapidly growing digital community that connects consumers with Black-owned brands. With the acquisition, 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. Additionally, SHOP CIRCULATE has inked a robust partnership with Official Black Wall Street, the leading directory to discover Black-owned businesses, with its founder Mandy Bowman joining as an advisor.

“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,” said 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.”

“Deloitte’s purpose is to make an impact that matters. As the largest professional services organization in the world, we have a responsibility to help level the playing field and advance opportunities for the Black community in business,” said Punit Renjen, Deloitte global CEO. “This is one of the most effective ways for organizations like ours to do our part in ending systemic bias, racial injustice, and unequal treatment in all its forms.”

“Marketplaces are a great leveler in bringing together businesses of all sizes into a single venue to drive opportunity and growth. It’s our goal that our partnership with SHOP CIRCULATE will bring our powerful marketplace platform to Black-owned businesses and entrepreneurs as a vehicle to drive change, growth and success,” said Jason Wyatt, executive chairman, Marketplacer.