Ep. 33 – Social Enterprise eCommerce With Heather Rayside From for Dignity


eCommerce isn’t just a way to make a profit. When done right, it’s also a means to make an impact on people’s lives.

In today’s episode, Heather Rayside, the founder of For Dignity, joins us on the show to talk about her social enterprise. She is one of our Ignitor students, and she went through “reverse culture shock” after spending 8 years in Vietnam. Now, she uses her online store to empower women and support her cause.

Heather walks us through her journey as an entrepreneur and shares the difficulties of balancing a mission with a business. There is wisdom to be learned from her story along with some practical advice so tune in if you’re looking to add a social enterprise element to your online store.

If you enjoy this episode, please subscribe, rate, and share the show – it would mean the world to us. There’s more to come and we’re looking forward to sharing how to sell more on your online store in our podcast.



  1. About For Dignity’s concept [01:20]
  2. Specific experiences that inspired Heather to start her business [02:25]
  3. Bridge gaps through good messaging [09:42]
  4. How to navigate your audience [12:12]
  5. Always test and measure your data [16:08]
  6. Start simple and find your stride before overcommitting to a large range [21:00]
  7. Heather’s plans for her store [23:55]
  8. The benefits of joining the eComm Ignitor course [25:38]


About Heather

Heather Rayside is a former GP turned social enterprise entrepreneur who started For Dignity where each purchase provides life-giving income to people at risk, rescued and restored from exploitation.




eCommerce Facebook ad challenge

About Karyn Parkinson

Karyn (“with a Y!”) is an eCommerce marketing specialist with a knack for high-converting Facebook ad funnels and website optimisation. Through her eCommerce marketing agency and on-the-pulse training programs, Karyn’s helped hundreds of eCommerce store owners across the globe boost profits, generate more revenue, and achieve an ad-spend ROI of their dreams.