Essmart provides a catalogue of life-improving technologies—like solar lanterns and water filters—to local mom-and-pop retail shops in emerging markets. Shop owners have a problem: they scrape by on low-margin fast moving consumable goods and struggle to differentiate themselves from other shops in their communities that look exactly like theirs. We solve this problem by connecting local shops to Essmart products that provide differentiation, increase traffic, boost earnings by 10–15%, all while directly improving the lives of the shop’s customers. Unlike competing single sector distributor or door-to-door salesman models, Essmart provides a scalable bridge between technology manufacturers and end customers.