Dismantling barriers for Indigenous entrepreneurs: The Shawish Market story
Women Leaders04.06.2025
Amanda Bernard of the Madawaska Maliseet First Nation founded Shawish Market – an online fee-free platform championing Indigenous artists and entrepreneurs – to fill a gap in the e-commerce industry.
“Shawish Market is all about decolonizing Western business practices,” said Bernard. “The very name Shawish serves as a tribute to my ancestors as it was their last name, before they were forced to change it.”
An entrepreneur herself, she witnessed the burden of hidden fees and expenses first-hand and resolved to create a platform that removes financial obstacles, allowing Indigenous artists to prioritize their craft and take physical and mental health breaks without the worry of a “pause fee” on their e-commerce account.
The Market prioritizes accessibility and cultivates a supportive community, a contrast to other e-commerce platforms, many of which impose monthly transaction fees and have associated costs for pausing accounts.
“With so much counterfeit Indigenous art being sold in souvenir shops, Shawish Market is providing a crucial service for Indigenous artists to sell authentic art directly,” Bernard added. “This is empowering Indigenous communities while promoting Indigenous cultures across Canada.”
Mastercard recognizes the importance of the Indigenous economy and supports funding Indigenous and women small business owners like Bernard through a variety of initiatives – part of their broader commitment to economic reconciliation. One that is geared toward supporting women small business owners is the Mastercard x Pier Five Small Business Fund, which Bernard was a recipient of this year. She received $10,000 in funding and access to mentorship and resources to help support and grow her business.
With the funding she received, Bernard has been able to implement feedback from the Indigenous communities she serves, allowing her to further improve the platform for sellers and consumers and reintroduce a trade feature, which is a key cultural practice.
“For me the funding was a great way to implement improvements to Shawish Market but really the most powerful part of being included in this cohort is the mentorship and networking opportunities,” Bernard said. “Through this network, I met other female Indigenous entrepreneurs and have already started developing ideas and partnerships to grow Shawish’s reach.”
The big picture
Indigenous entrepreneurs often face unique hurdles and encounter systemic barriers that hinder their growth. With Indigenous businesses currently contributing more than $31 billion to the country’s GDP and projected to contribute $100 billion in the coming years, ensuring their growth is supported is a critical step for increasing economic reconciliation and growing Canada’s economy.
And it’s not just about dollars and cents, Indigenous entrepreneurs tend to reinvest in their communities at higher rates than the average Canadian, directly contributing to more prosperous local economies.
In the pipeline, Bernard already has her eyes set on hiring an Indigenous employee to help scale Shawish, providing meaningful employment in her community and integrating AI tools to streamline the platform, further improving the user and seller experience.
And in the long-term?
Bernard hopes to scale further and grow Shawish Market to include Indigenous artisans from around the world, such as Australia and New Zealand, creating a truly global platform for showcasing their work and cultures.
Shawish Market’s success story underscores the importance of investing in Indigenous entrepreneurs. Bernard’s vision, combined with the Mastercard x Pier Five Small Business Fund’s support, creates a ripple effect of positive change, empowering small business owners and driving economic growth within their communities and beyond.
