We Buy Black
We Buy Black (Naspora) is an Atlanta-based online marketplace that aggregates products from Black-owned businesses across oral care, home, body care, books, jewelry, and apparel categories for conscious consumers seeking to direct spending toward Black-owned brands.
- Company typePrivate
- Founded2015
- HeadquartersAtlanta, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What We Buy Black does
We Buy Black, doing business as Naspora, is a privately held online marketplace based in Atlanta, Georgia that aggregates products from Black-owned businesses into a single multi-vendor e-commerce storefront. The platform, founded in 2015 and rebranded from WeBuyBlack to Naspora, serves conscious consumers seeking everyday products including oral care, home and kitchen essentials, body care, books, jewelry, men's grooming, women's apparel, and children's items from verified Black-owned brands such as Coral Oral, Sawaa's, CleanVation, Fran's Organics, Red Rice Books, and the Obioma collection.
The platform is built on a standard Shopify e-commerce infrastructure with integrated payment processing, global shipping, and multi-currency support across more than 200 country/region configurations. Vendors apply and onboard to the marketplace, set their own product prices (ranging from roughly $6 to $62 per item), and fulfill orders independently, while Naspora provides the storefront, traffic, and discovery layer. The company also sells first-party Naspora-branded merchandise and a one-time-purchase Naspora Box bundle of curated Black-owned products.
Naspora's business model is a marketplace take-rate, earning commissions on transactions processed through the platform, supplemented by paid placement through an advertising partner program and customer acquisition via an affiliate program on UPPromote. Growth is driven through self-serve community-focused marketing, word-of-mouth within the Black community, and an explicit mission of redirecting consumer spending toward Black-owned businesses. The company is founder-led by Shareef Abdul-Malik, has 11-50 employees, and reports no institutional funding rounds to date.
We Buy Black firmographics
Firmographics- Name
- We Buy Black
- Legal name
- We Buy Black
- Website
- https://webuyblack.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- We Buy Black (Naspora) is an Atlanta-based online marketplace that aggregates products from Black-owned businesses across oral care, home, body care, books, jewelry, and apparel categories for conscious consumers seeking to direct spending toward Black-owned brands.
- Ownership category
- akta.pro rank
We Buy Black industry classification
Industry- Product category
- Online Marketplace
- NAICS
- General Merchandise Retailers (455), Health and Personal Care Retailers (456)
- SIC
- Retail-Misc General Merchandise Stores (5399)
- akta.pro primary industry
- Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)
- akta.pro secondary industry
- Beauty & Personal Care Online Retailers (CRAFADAC)
Keywords
Where We Buy Black is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Markets served
We Buy Black business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Marketplace Commission: Naspora operates as a marketplace platform where independent vendors sell Black-owned products. The company earns revenue through transaction fees/commissions on sales processed through the platform. Each vendor is responsible for shipping their own products directly to customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Individual product sales at varying price points |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
We Buy Black product offering
Product offeringCore offering
We Buy Black (Naspora) operates an online multi-vendor marketplace that exclusively curates and sells products from Black-owned businesses across categories such as oral care, home and kitchen, body care, books, jewelry, women's fashion, men's grooming, and children's items. The company monetizes by earning commissions on transactions processed through its Shopify-powered storefront, with each vendor responsible for shipping their own orders directly to consumers.
Product overview
Naspora (formerly WeBuyBlack) operates as a multi-vendor e-commerce marketplace connecting consumers with Black-owned businesses. The platform offers diverse product categories including Oral Care (Coral Oral, toothbrushes, toothpaste), Home and Kitchen essentials (Sawaa's dish soap, trash bags, storage bags, The True Products laundry detergent), Body Care (Fran's Organics FreeMe deodorants), Books (titles from Red Rice Books, Vegan Mob, and Black history literature), Women's products (Obioma collection), Beards grooming, Jewelry, and Children's items. The platform also sells Naspora-branded merchandise including apparel. The marketplace model features individual product listings from multiple Black-owned brands alongside curated collections, with a one-time purchase Naspora Box option for consumers wanting to discover new products. All products are sold through the Shopify-powered storefront with integrated payment processing.
Differentiator
Problem solved
Functional benefit
Products and services
- Naspora Marketplace A multi-vendor Shopify-powered e-commerce marketplace (formerly WeBuyBlack) that connects consumers with Black-owned businesses across oral care, home and kitchen, body care, books, jewelry, women's fashion, men's grooming, and children's categories. The company earns transaction-based commissions on sales processed through the platform.
- Naspora Box A curated one-time-purchase box (not a subscription) bundling everyday products from Black-owned brands, designed to introduce consumers to new daily-use products that can replace mainstream alternatives.
- Naspora Merch Naspora-branded merchandise including t-shirts and apparel featuring the company's messaging around community and economic empowerment.
Quantifiable outcome
- Enabled redistribution of billions back into the Black community through marketplace transactions
Companies that use We Buy Black
Customer profileSegments1 record
Ideal customer profiles2 records
We Buy Black technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
We Buy Black partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Brand Merchants and VendorscoreBlack-owned businesses apply and onboard to sell their products through the Naspora marketplace. The platform provides the e-commerce infrastructure, traffic, and customer base while vendors fulfill orders directly. Categories include oral care (Coral Oral), home goods (Sawaa's, CleanVation), body care (Fran's Organics), and books (Red Rice Books).
- Affiliate PartnersminorAffiliate marketing program using UPPromote platform allows partners to earn commissions by referring customers to Naspora. Registration available through affiliated uppromote.com portal.
- Advertising PartnersminorMarketing partnership program allowing brands to advertise on the Naspora platform. Marketing rates and options available through partner.naspora.com/marketing-prices.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
We Buy Black competitors and assessment
Company assessmentEmerging players
- Support Black Owned: Directory and marketplace for discovering Black-owned businesses across consumer categories. Comparable as a discovery layer for consumers prioritizing Black-owned purchases, though broader than Naspora's curated storefront.
- BLK + GRN: Black-owned artisan marketplace curated around natural and non-toxic wellness, beauty, and home products. Highly aligned with Naspora's mission of directing Black consumer spending toward Black-owned brands.
- Cratejoy: Subscription box marketplace hosting curated discovery boxes from independent brands. Relevant analog to Naspora Box as a curated multi-vendor discovery product.
- NOVICA: Curated marketplace for artisan-produced goods with an explicit social-impact story. Comparable in pairing mission-driven curation with a marketplace commission model.
Broad incumbents
- Sephora: Global beauty retailer that has launched curated Black-owned brand storefronts and discovery sections. Demonstrates the incumbent threat to Naspora's beauty and personal-care assortment.
- GOAT: Curated resale marketplace building a trusted discovery layer for authenticated products. Comparable in using curation, brand trust, and take-rate economics to differentiate from general e-commerce.
- Amazon Handmade: Curated handmade-goods marketplace operating inside Amazon. Demonstrates how a broad incumbent can host curated SMB storefronts and absorb share from specialized marketplaces like Naspora.
Direct peers
- Faire: Wholesale marketplace connecting independent brands with retail buyers using a curated, take-rate model. Comparable in operating as a curated discovery layer for small brands seeking distribution.
- Etsy: Global multi-vendor marketplace aggregating independent sellers across curated consumer product categories. Closely comparable in take-rate revenue model, SMB vendor base, and values-driven discovery shopping experience.
Others
- Shopify: E-commerce platform on which Naspora's storefront is built. Functions as critical infrastructure provider; could also disintermediate by adding curated SMB brand marketplaces of its own.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
We Buy Black social profiles
Digital presenceWe Buy Black financial estimates
Financial estimateRevenue estimate
Valuation estimate
We Buy Black leadership team
Management profileNumber of profiles
Profiles1 record
We Buy Black funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
We Buy Black M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about We Buy Black
What does We Buy Black do?
We Buy Black (Naspora) operates an online multi-vendor marketplace that exclusively curates and sells products from Black-owned businesses across categories such as oral care, home and kitchen, body care, books, jewelry, women's fashion, men's grooming, and children's items. The company monetizes by earning commissions on transactions processed through its Shopify-powered storefront, with each vendor responsible for shipping their own orders directly to consumers.
Is We Buy Black a public or private company?
We Buy Black is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was We Buy Black founded?
We Buy Black was founded in 2015. It employs 11 to 50 people.
Where is We Buy Black based?
We Buy Black is headquartered in Atlanta, United States, in the North America region.
How does We Buy Black make money?
One revenue line is on record: marketplace Commission.
Who are We Buy Black's main competitors?
Emerging players on record are Support Black Owned, BLK + GRN, Cratejoy and NOVICA. Broad incumbents are Sephora, GOAT and Amazon Handmade. Direct peers are Faire and Etsy. Shopify is listed as an others.
Does We Buy Black have an API?
No public API is recorded for We Buy Black.
What industry is We Buy Black in?
We Buy Black's product category is Online Marketplace. Its primary akta.pro industry code is BPAMAGAL, Omnichannel Commerce & Click-and-Collect Platforms, with a secondary code of CRAFADAC, Beauty & Personal Care Online Retailers. Its NAICS code is 455 and its SIC code is 5399.