The Shopping Cart: The Founder. The Fashion. The Online Boutique.

The Shopping Cart unpacked

Ursula is the founder of The Shopping Cart, an online fashion boutique in South Africa. She offers a curated mix of luxury designer and everyday clothing, handbags, shoes and accessories, both new and pre-owned.

She created The Shopping Cart to make fashion regardless of price, condition and brand easier to discover at one destination. You can shop brands like Louis Vuitton, Christian Louboutin, Alexander Wang, Guess, Sissy Boy and Aldo all side by side at one online store.

The focus is on stocking pieces with something different to offer - anything from a limited edition or fashion collaboration to small details, textures and patterns.

She is passionate about giving fashion with individuality a second chance and creating a shopping experience that goes beyond traditional retail. 

When did you start your business?

During the COVID-19 pandemic, it wasn’t easy being confined to four walls. To keep myself busy I found myself cleaning out my wardrobes and finding so many stunning pieces that I had worn once or just completely forgot existed.

As I was not going to miraculously start wearing these again, I decided to sell them with the hopes that someone else could find something they would love and enjoy wearing.  

I made use of social platforms and the response was phenomenal. My items were selling fast and this quickly progressed to people asking me if I could also sell their items. This is where the idea of The Shopping Cart started taking shape. What started as a side hustle evolved over the years as I grew my client base, explored the market, refined the concept and eventually launched my very own website - The Shopping Cart. 

What inspired you to start The Shopping Cart?

When it came to shopping, I was always looking for something different. Something special that set the item apart. Whether it was a sleek knitted dress, with fine glitter detail or a pair of bold sneakers.

I cannot put into words that feeling you get when you find something that truly speaks to you. You feel great and exude confidence. You literally feel like you can conquer the day and people pick up on that feeling. And yes, the perfect outfit does exist. And it doesn’t need to be restricted to an evening gown. Your perfect outfit could be a hoody and a pair of jeans, and that’s the beauty of fashion.

My problem was that I was constantly searching in different places and The Shopping Cart is literally the business I wanted as a shopper.

What makes your business different?

The fashion is not restricted and that's why I call it the mixed edit. You can literally find a R200 dress next to a Versace fur coat, all listed in the same catalogue, each priced for what it is.

Every item I purchase directly or consign is selected for its individuality. Every designer item is pre-assessed before being listed. We have a strict no replicas policy, and if I have concerns about an item's authenticity, it does not make it onto The Shopping Cart. Trust is a cornerstone of my brand.

The collection is limited, and I have intentionally not gone out there and dropped an entire fashion catalogue of 10000 items. Based on my own experiences I do not want to be scrolling through a website for several hours. You can browse The Shopping Cart and immediately decide if there is something you want and not be comparing items into the early hours of the morning. This is why I remove sold items from the website. If it’s not there, it’s sold. If it reappears, it means the item has become available again. And as I list new items often, when you visit again there may be something for you.  

Similarly, the search function on The Shopping Cart is geared to what you’re actually looking for. Again, personal experience, if I'm searching for a backpack, I don’t want to see socks and shoes popping up. Yes, I may sound like a crazy lady but to me the point of a search function is not to show the user my entire catalogue. If you’re searching for a backpack on The Shopping Cart – you will see backpacks.

Then there is the social aspect.

I want to make a difference, no matter how small. I make use of recycled packaging when the original packaging is not available, helping to reduce unnecessary packaging waste in South Africa.

I also occasionally take on consignment stock and I give my consignors the option to donate any stock that doesn’t make it onto the website. If approved, I distribute this to charities, homes and shelters, giving fashion another opportunity to be appreciated while supporting those in need. 

Tell us about your entrepreneurial journey.

I've spent most of my career in corporate, but I've always had an entrepreneurial mindset. I was continuously exploring business ideas and having side hustles alongside my full-time career. Over the years, I've sold everything from cleaning products to wine – and no I didn’t drink the wine, I’m actually a whiskey girl.

Then as mentioned during the COVID-19 pandemic, I was selling and consigning fashion through social media and now I’m the founder of The Shopping Cart. Looking back, entrepreneurship wasn't a single decision I made, it has always been a part of who I am. The Shopping Cart is simply the business where all those experiences came together. 

What are your future plans and aspirations for The Shopping Cart?

The vision has always been to build an inventory with something different on offer. My focus is on expanding the women's collection, offering a broader range of options and sizes. As the business expands, I also look forward to creating additional employment opportunities.

What gives you the most satisfaction being an entrepreneur?

Entrepreneurship has given me the opportunity to create a business that reflects my own values, standards and ideas, and something to call my own.  

At the same time, I have helped others with my learnings. I have assisted people to create their own website, design logos and build visibility for their brands – this is not something I would have imagined a few years ago.  

What advice can you give to someone looking to start-up a business?

Before I left my permanent employer, I made a list of reasons why I wanted to go on my own. It had to be rock solid because I did not want to have any regrets. To this day this list is my go-to for when I'm having a really bad day. It reminds me why I chose to leave, why I embarked on my journey and what I wanted to achieve. I would recommend anyone else to do the same thing so they have something to reflect on when times are challenging.  

My other piece of advice is rather practical. Think carefully about your business name. Think about how people will search for it, how search engines and AI will interpret it, and whether it clearly reflects your business. Speaking from experience, I've spent hundreds of hours convincing search engines and AI that The Shopping Cart is a fashion boutique and not a trolley. 

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