What Choose Love does

Choose Love is a registered charitable organization — structured as a Charitable Incorporated Organisation in the UK (no. 1177927) and a 501(c)(3) non-profit in the USA — founded in 2015 initially to support refugees in Calais. It operates a Shopify-hosted e-commerce storefront (choose.love) where individuals and corporate buyers purchase essential supplies and services for refugees and displaced people; 100% of purchase amounts are routed to a network of 200+ partner organizations across 30+ countries that procure and distribute the aid on the ground.

The product catalog spans over 30 distinct SKUs organized into themed collections — 'Most Needed,' 'Surviving the Heat,' 'Refugee Support,' and country-specific 'Love' campaigns (Ukraine, Palestine, Sudan, Lebanon, UK) — plus bundles and a £685 'Buy It All' comprehensive option. Unit pricing ranges from £15 (clean water, nutritious meals, mosquito nets) to £50 (search and rescue), with subscription and monthly giving options available. Distribution channels include direct-to-consumer e-commerce, a separate merchandise Shopify store, seasonal pop-up retail (notably around Christmas in the UK), and a Corporate Gifting program for B2B clients.

The business model is donation-driven rather than revenue-generating: customers transact on Shopify using mainstream payment processors, Choose Love claims 100% pass-through to partners, and impact transparency is delivered via opt-in email updates and e-card gifting notifications. Since founding, the organization reports supporting 5+ million people, 16+ million meals, 41,000+ sea rescues, 4.4+ million hygiene kits, and 1.2+ million medical treatments through its partner network.

Name

Choose Love

Legal name

Choose Love CIO (UK) / Choose Love, Inc. (USA)

Website

https://choose.love

Company type

Private

Founded year

2015

Operating status

Operating

Short description

Choose Love is a UK/US registered charity that runs a Shopify e-commerce platform selling essential supplies for refugees and displaced people, with 100% of purchases routed through 200+ partner organizations operating in 30+ countries.

Ownership category

akta.pro rank

Product category

Humanitarian Aid and Refugee Support Services

NAICS

Office Supplies, Stationery, and Gift Retailers (4594), Gift, Novelty, and Souvenir Retailers (45942)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Corporate & Client Gifting Programs (HSACANAE)

Keywords

• Humanitarian aid
• Refugee support
• Charitable donations
• Displaced persons
• Humanitarian supplies

Headquarters

HQ city

Not specified

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Purchases (Charitable): Customers purchase essential supplies and services (e.g., clean water, meals, shelter, medical care) that are then funded and distributed to refugees and displaced people through partner organizations. 100% of purchase amounts go directly to refugee aid. Also offers subscription options for recurring donations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Choose Love runs a Shopify-based charitable store where individuals, and to a lesser extent corporate buyers, purchase specific pre-priced humanitarian supplies and services — clean water, nutritious meals, shelter cooling, search and rescue, medical treatment, mental health care, hygiene kits, family-reunification legal aid, and themed country/cause packages — for refugees and displaced people. The monetary value of each purchase is routed, in full, to a network of 200+ partner organizations that procure and distribute the corresponding supplies or deliver the services on the ground in 30+ countries. Purchases can be made one-off or via monthly subscription, can include UK Gift Aid, can be bought in a loved one's name with an e-card notification delivered to the recipient, and are supported by a B2B corporate gifting program.

Product overview

Choose Love operates a charitable e-commerce marketplace built on Shopify that sells essential supplies and services for refugees and displaced people globally. The shop functions as a single unified platform offering 30+ distinct products organized into themed collections including: Most Needed Items (clean water, nutritious meals, shelter cooling), Surviving the Heat (sunscreen, mosquito nets, summer bundles), Refugee Support (medical care, mental health, LGBTQIA+ support, disability support), and geographic-focused products (Love Ukraine, Love Palestine, Love Sudan, Love Lebanon, Love UK). Products range from individual items (£15-£50) to bundled packages (£75-£140) and a comprehensive 'Buy It All' option (£685). The platform supports corporate gifting, subscription donations, Gift Aid for UK taxpayers, and e-card gifting in loved ones' names. 100% of purchases go directly to refugees through a network of 200+ partner organizations operating in over 30 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Clean Water Funds the provision of clean drinking water and ice to displaced communities to help them stay hydrated, particularly in extreme heat conditions. Sold to individual donors via the Shopify storefront and routed through partner organizations.
• Nutritious Meals Funds hot meals and food for displaced families; the £15 price point is described as typically covering meals for a family for 4 days. Distributed via partner organizations.
• Keep a Shelter Cool Funds heat-mitigation infrastructure in refugee camps — gravel, shade structures, fans and tents — to help residents survive extreme summer temperatures.
• Search and Rescue Funds maritime and on-land search-and-rescue operations — rescue at sea, extraction from bombed buildings, and evacuation from danger zones — through partner organizations.
• Summer Hats, Fans + Protective Clothing Funds sun-protective clothing and fans so refugees and displaced people can stay cool and protected from sun exposure during extreme summer heat.
• Children's Summer Games Funds games and paddling-pool items for children in refugee camps to bring play and relief during hot summer conditions.
• Showers & Wash Facilities Funds irrigation systems and mobile shower units so displaced communities can maintain hygiene and reduce disease outbreak risk.
• Children's Summer Clothes and Sunglasses Funds protective clothing and sunglasses for children in refugee camps to shield them from damaging sun exposure.
• New Baby Pack Funds antenatal care, nappies and essential baby supplies to support parents caring for newborns in extreme heat conditions.
• Life-Saving Medical Treatment Funds hospitals, medical equipment and medicines for refugees and displaced populations, delivered through medical partner organizations.
• Love Ukraine Funds medical care, mental health support, education, warm clothing and safe shelter for displaced Ukrainians, distributed through specialized partner organizations.
• LGBTQIA+ Support Funds safe shelter, legal assistance and community spaces for LGBTQ+ displaced people, through partner organizations in multiple countries.
• Love Lebanon Funds food, shelter, mental health and medical support for displaced people in Lebanon through more than 40 partner organizations.
• Bundle of Love A pre-priced bundle combining Love Palestine, Love Sudan, Love Lebanon, Love Ukraine and Love UK to provide comprehensive global multi-country refugee support.
• Care for Refugee Women Funds protection and empowerment services for displaced women and girls, including safe spaces and gender-based violence support, delivered through partner organizations.
• Mental Health Care Funds mental health and psychosocial support services to help refugees and displaced people heal and rebuild hopeful futures through partner organizations.
• Reunite a Family Funds legal services to safely reunite families separated by conflict and displacement through partner legal-aid organizations.
• Keep a Child Safe Funds care and protection services for unaccompanied refugee children through 27 partner organizations across 13 countries.
• Love Sudan Funds food, mental health and medical care for displaced people in Sudan via Sudanese-led partner organizations.
• Love Palestine Funds medical care, community-kitchen food, clean water and mental health support in Gaza and the West Bank through partner organizations.
• Love UK Funds solidarity work with displaced communities in the UK through a network of over 35 grassroots partner organizations.
• Disability Support Funds specialized care and support for people with disabilities in conflict zones and during post-conflict rebuilding, through partner organizations.
• Mosquito Nets Funds insecticide-treated mosquito nets to protect displaced people from disease-carrying insects as temperatures rise.
• Children's Bundle A comprehensive summer-protection bundle for children combining games, clothes, sunglasses, baby supplies, food, showers and mosquito nets.
• Sunscreen & Sunglasses Funds sun-protection products to shield refugees and displaced people from damaging UV rays and glare.
• Surviving the Heat Bundle A comprehensive summer-survival bundle combining shelter cooling, clean water, toiletries, sunscreen, sunglasses and protective clothing.
• Fridges and Freezers Funds refrigeration units so displaced communities can preserve food during extreme summer heat.
• Keep a Shelter Clean Funds waste and sewage disposal systems to prevent disease outbreaks and maintain safe, dignified conditions in refugee shelters.
• Deodorant, Period Products & Wash Kits Funds essential toiletries and hygiene kits (deodorant, period products, wash kits) for refugees and displaced people through partner organizations.
• Choose Earth Funds climate-crisis action supporting Indigenous communities protecting ecosystems and displaced communities affected by extreme weather events.
• Buy It All An "everything" purchasing option that bundles the full range of supplies and services offered in the Choose Love shop into a single £685 contribution.
• Corporate Gifting B2B offering where organizations purchase refugee aid items in bulk as charitable gifts for employees, clients or partners, with recipient e-cards and a single point of contact via the partnerships team.
• Monthly Subscription Giving Subscription pricing model that lets individuals set up recurring monthly contributions to Choose Love's refugee response work, in addition to one-off itemized purchases.
• E-Card Gifting and UK Gift Aid Optional checkout-level services: customizable e-card notifications delivered to gift recipients on the buyer's behalf, and Gift Aid opt-in so Choose Love reclaims basic-rate UK tax on qualifying donations.

Quantifiable outcome

• 5+ million people supported across 30+ countries since 2015
• +4 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

One partnership is on record.

• 200+ Partner OrganizationscoreStrategic or Co-development PartnerChoose Love works with over 200 partner organizations globally that provide or distribute essential supplies and services to refugees and displaced people. Partners include community-based organizations, local NGOs, and grassroots groups working along migration routes.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• World Vision Gift Catalog:
• UNICEF Inspired Gifts: UNICEF's charitable gifting catalog lets donors purchase symbolic items (water, food, vaccines) for vulnerable children globally. Directly analogous to Choose Love's symbolic-aid e-commerce model, but with vastly larger institutional scale, government funding, and brand recognition.

Direct peers

• Oxfam Unwrapped: Oxfam Unwrapped is a charitable gift catalog offering symbolic aid items (goats, clean water, school kits) purchased on behalf of others — directly comparable to Choose Love's product mechanics, e-card gifting, and core donor experience, also operating in the UK.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/chooselove
• Facebookfacebook.com/chooselove
• Instagraminstagram.com/chooselove

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Choose Love