Pedddle - Find Local, Creative Markets & Discover Their Stallholders!
There’s something magical about wandering through a bustling market—discovering handcrafted treasures, meeting passionate artisans, and supporting independent businesses. Yet, for many shoppers, the challenge comes after the market: remembering the name of that incredible stallholder or finding a way to buy from them again. Enter Nicki Capewell, the visionary founder of Pedddle, a platform designed to bridge the gap between markets, stallholders, and customers long after the event ends. Nicki’s inspiration for Pedddle was born out of her own love for markets and the frustration of losing track of the businesses she wanted to revisit. What started as a simple directory has grown into a nationwide community, helping thousands of shoppers reconnect with the UK’s vibrant creative market scene. In this Delivery Rank’s interview, Nicki shares her passion for markets, the evolution of Pedddle, and her mission to make shopping small and local more accessible than ever.
Pedddle started as a way to reconnect market visitors with stallholders. What was the defining moment that made you realize this platform was truly needed?
The very first moment came when I went out to a market for an exploration visit and walked away with 150+ business cards because everyone was so interested in what we were about to create. At that moment I instantly realised this was something truly needed. One of the traders offered their support as a graphic designer to help bring my idea to life, which was welcomed.
The next point was more a realisation that traffic and traction was steadily increasing and that people truly needed this community. Markets are inherently community-based events, but they often run separately from one another. Uniting them created a stronger, more connected network. I continue to receive messages reaffirming this—bringing together different markets and fostering a support system where traders can lean on one another helps to make them more united.
Markets have such a rich history, yet they continuously evolve. How do you see the future of creative and artisan markets in the UK, and how is Pedddle contributing to this evolution?
Our involvement has undoubtedly helped the market industry evolve—significantly accelerated by COVID no doubt, which forced major changes in how markets operate. Before COVID, the evolution of markets was slow. Many traders still relied solely on cash transactions, and not many had an online presence. Then Pedddle arrived, emphasising the need for markets to be online, to adapt, and to make the discovery and whole experience easier because our society values such convenience. People need to be able to find markets easily and reconnect with stallholders they’ve encountered. Before COVID, that infrastructure simply didn’t exist.
We entered the scene just before COVID, but then the pandemic shut everything down.
That was a significant moment for us. However, the challenge provided an opportunity for us to allow people to see the benefits, and the necessity, of what we do. There is still lots for us to learn in this industry and much growth to be explored. If we could make even more people aware that markets can be found on Pedddle, that you can connect with stallholders, engage with organisers, and stay informed—all in one place—that would be a major milestone.
Looking ahead, I see the evolution of markets potentially integrating both virtual and physical experiences side by side. Not everyone can attend markets in person—some have disabilities or limitations and others have personal circumstances that make it difficult to get out to markets. However, these people do still want to support local businesses. This opens the door for even more trading opportunities for small businesses. There’s still so much more to come, including developments we may not even foresee yet. AI could play a role, and we’re constantly evolving. Ultimately, the seamless integration of technology with the physical experience of being present at a market—soaking in the atmosphere, engaging with vendors, and enjoying the sense of community—is where the future lies. That balance is something we need to refine and evolve.
The pandemic forced many small businesses to pivot online. What challenges did Pedddle face during that time, and how has it shaped your approach moving forward?
I had just gone full-time in the business, so it was a very scary moment. I had just given up my career of 18 years, the secure income only the year before to fully commit, and then this happened—it shut down all the markets.
But looking back, I realised that our functionality created an opportunity. Months before due to poor weather we had created a ‘Rainy Day Market’ space. It was a virtual market and this became our guiding light during this time.
As a result, Pedddle actually thrived during lockdown. Unlike traditional market organisers, we were able to create a fully virtual market. Then we offered this space out for the market organisers to gather their communities. From this, we developed Tresstle - we moved the functionality off Pedddle to this platform to allow Pedddle to once again become the directory when markets reopened. Tresstle connects to YouTube, where organisers can either do a live stream directly to customers or showcase their products through pre-recorded videos. Customers can then browse and be directed straight to the vendors’ online stores.
During COVID many businesses realised they needed an online presence and quickly adapted. Our role became about gathering everyone together in one place. We also introduced ‘market walks’ which were essentially Instagram Live sessions or video experiences where we spoke with different stallholders—just like walking through a physical market and engaging with traders along the way.
You’ve built a strong team to support Pedddle’s mission. What key qualities do you look for in team members, and how has collaboration shaped the platform’s growth?
Their values are crucial. We need people to understand the importance of small businesses and to genuinely want to make a difference for them. These business owners work incredibly hard, and they really have to love what they do because it’s a demanding job. Interacting with stallholders and organisers is intense, as they are busy people, and I think aligning values is one of the most important aspects.
We also work to the strengths of our team. If someone isn’t comfortable going out and speaking to people at markets, we don’t force them to. To be fair, that’s my role—I’m the one who goes out and chats at markets mostly. The team supports me, and in turn, we all support each other. It’s great to know that we have each other’s backs.
When it comes to collaboration and support, I find collaborations between other businesses to be incredibly valuable. They provide the opportunity to lean on others, ask questions, and gain insights that you might not be able to get from clients directly. The teamwork and accelerated growth that comes from collaboration are remarkable. We formed a lot of partnerships during COVID. One in particular with a company called Folksy, which is the UK’s biggest online craft fair. Essentially, it’s an e-commerce platform for selling handmade goods. We worked closely with them and gained so much from their support and knowledge because they were much more established. That collaboration was invaluable, and the support we received made a huge difference.
What’s next for Pedddle? Are there any exciting new features, partnerships, or expansions on the horizon?
Quite a bit, actually, at the moment! We have created a third business—our second company—which is called Eventaly.
We saw a gap in the industry because traditional market operations, management, and administration is very outdated. Market organisers would often take applications manually, sometimes through email, then enter them into a spreadsheet. They’d use a separate invoicing platform, and send emails individually—it is all quite manual and time consuming. How they’ve managed like this for so long, I don’t know. Until now, there wasn’t a system to streamline it ll—so we created Eventaly. Eventaly consolidates everything into one platform. Organisers can receive and manage applications, one-click notifications and invoicing and it includes an email system to manage logistics and keep everyone updated. I am really pleased with its progress so far.
As for Pedddle, we are now offering directory-only listings in addition to our community listings. We’re focusing on traders across all genres, and we’re implementing a useful platform dashboard for stallholders and organisers. This will serve as a key resource for finding markets, checking open applications, and accessing relevant information.
I believe there are still many opportunities and innovations out there that we have yet to discover. It’s an exciting time for the market industry.
To read more about Pedddle, please visit https://pedddle.com/