A Scottish e-commerce store selling authentic global ingredients, traditional dress, and arts and collectables from independent, minority owned sellers is expanding after receiving support from Business Gateway.

Shop Much More, which is based near Stirling and has customers across the UK, worked with Business Gateway in the last year to receive HR and marketing assistance, to build the foundations of the business as it gears up for expansion.

The company was launched in March 2025 by director, Samuel Johnson, who is based in Bridge of Allan.

The vision was to create a digital marketplace bringing together minority-owned business from the UK to sell their goods, while creating an outlet for customers seeking hard-to-find products that connect them to home. The marketplace now includes more than 200 products such as spices, sauces, groceries and snacks, as well as fabrics, footwear, wall art, beauty products, books and jewellery.

It uses AI and geolocation to automate backend logistics and streamline the discovery process for shoppers. With a year under its belt, Shop Much More is now eyeing growth.

Samuel worked with HR expert Yvonne Rawlinson, recommended by Business Gateway, to review job descriptions for two roles, which the company will advertise in due course. The company also received a set of HR documents to use once the roles are filled, including contract templates, right to work guidance, a payroll bank details form, an employee handbook and return-to-work paperwork.

Marketing expert Paul Saunders then worked with the business on a marketing plan. His recommendations included improving the discoverability of the company's Version 2 platform through SEO, building trust through review platforms such as Trustpilot, and using the company's AI-powered chatbot as a tool for customers to discover products. Shop Much More has already begun acting on these recommendations, starting with the dry food market of ingredients and spices.

The next step is to launch the business more widely using social media platforms such as TikTok, Instagram, Facebook, X and LinkedIn.

Samuel Johnson, director of Shop Much More, said:

"The support from Business Gateway has been instrumental in helping us build a strong foundation as we prepare for growth. The HR consultation was incredibly insightful and has significantly strengthened our readiness as we move towards recruitment. We've already begun implementing the marketing recommendations, and I’m deeply grateful for the continued support and guidance we've received from Business Gateway."

Shop Much More has also been signposted to Stirling Council for employability funding, an IT expert to audit and improve the company website, and a free accountancy appointment to check the business was set up correctly, all as part of the Business Gateway service.

Simon Orr, Business Gateway adviser, said:

"Shop Much More is a good example of what happens when a business puts the groundwork in early. Samuel took the HR and marketing advice on board and has already started acting on it, which puts him in a strong position as he heads towards recruitment and expansion. We look forward to seeing how the business continues to grow and thrive in the coming years."