Company: WHATaECO

Country: Italy

WHATaECO is the trusted eCommerce of conscious consumers. With over 3500 highly selected products, it is the ultimate destination for value purchases. The platform is solar-powered, reduces the impact of transportation by working in carbon neutral dropshipping, promotes the use of minimal and plastic-free packaging, and supports a community of over 170 artisans and ethical businesses across the European Union.

For more information: https://whataeco.com/en/

Profile: Benedetta Spattini

Benedetta is Italian and has a double law degree from universities in Italy and Spain. She doesn’t believe in heroes but a few examples of people she finds extremely inspiring include Italian war surgeon, human rights and peace activist Gino Strada and American rock climber, environmentalist, philanthropist and outdoor industry businessman Yvon Chouinard. Her entrepreneurial spirit comes from her grandfather. Her company WHATaECO is active in online retail.

INTERVIEW

Tell us about your business:

WHATaECO is the sustainable marketplace. We promote the growth of sustainable brand to highly profiled target audiences, on an ecological platform with zero initial technical challenges, providing omni channel opportunities for our 200+ brands.

Where did you get the idea from?

It started with a personal need: we were searching for a more sustainable way to buy zero waste ethical products online. Then, it developed in the will to support sustainable brands in all their needs: selling to final customers, to shops, retailers and implementing and strengthening the brand values online. Now, we help and support sustainable brands in reaching a broader audience with an omnichannel approach.

How old were you when you first decided you would start your own business?

Well, I founded a cultural association when I was 21, then a Short Term Rental business when I was 25 and now I’ve been working on WHATaECO for a couple of years. I feel like I always had in mind that I wanted to create something on my own to have an impact on communities.

How did you get it off the ground?

Executing and meeting wise people who helped us not to lose the final vision.

Who did you turn to for help?

Acceleration programs. We got selected in quite a big number but the ones we chose to attend, really helped us making steps ahead: I am thinking of Genoa Entrepreneurship School (Genova) and German Tech (Berlin).

Describe some of the obstacles you faced as a young person starting out in this business.

I started my journey without having the skill set of an entrepreneur and I faced a real-life MBA learning from my mistakes.

How do you define success?

Bringing values beyond money.

What was the most challenging aspect of setting up your business?

Learning by doing.

What has been the most rewarding part of your journey so far?

People I met: ethical entrepreneurs.

What are the future goals of your business, and how will you go about achieving it?

Increasing our brand community and keep on bettering the way we promote sustainable brands on WHATaECO.

What advice would you give to other aspiring entrepreneurs out there?

Monitor how much time you spend on what and which outcome it brings you.