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Fast Facts

10,000 Jobs

Current Mission of ASEEL in Afghanistan

3 Countries

Where ASEEL is Operating (For Now!)

1 Goal

Use Technology to Connect All Artisians to Global Buyers

About Us

Today, more than ever, we want access to a variety of unique products. Most of the products we would prefer to be sold to us come from different backgrounds having evolved because they were beautiful, created with imagination and creativity. Mass commercialization and mass production has made it so that most of what we wear, use and consume lack the creativity we wish to see. With no creativity and no variety, all products look the same and come from the same factories. Meanwhile, in many parts of the world artisans produce hand-made, authentic products maintaining their craft’s traditions. Yet, with little access to buyers, these craftsmen and women are excluded from today’s global market. Luckily, coming from Awal, we have a solution for those consumers who seek to purchase unique products made by hand and enriched by years of tradition.

ASEEL is your gateway to original products from the furthest reaches of the world. ASEEL does not customize, imitate, or mass produce. We are built on the belief that originality is in the source. We have selectively chosen our products from remote countries and will deliver them straight to your doorstep.

We offer a variety of goods from local artisans such as carpets, jewelry, certified saffron, traditional and handmade clothes, leather, bags and wallets, artwork, and other decorative items. You won’t be able to find these country-specific items anywhere else on the market. Our vendors in Afghanistan (the first pick-up destination country we have chosen) make custom perfumes, original artwork, beautiful clothes, handmade ceramics, intricate calligraphy and many more.

ASEEL is an initiative of AWAL, a US based international development agency committed to quicker, smarter and innovative development of people, communities, and nations. It is our belief that development occurs in more than just financial aid. With Aseel as proof, AWAL is committed to not just developing the regions isolated from the global economy, but leveling the playing field so that local products make their way to the US, Europe and beyond from countries like Afghanistan, and elsewhere.

Previously Featured


Afghan women weavers from rural Bamyan province of Afghanistan making handmade embroidery.

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The Courier-Mail

Brisbane man helps feed thousands overseas at the touch of a button

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Selling abroad can allow Afghan makers of handmade goods to create jobs in their country.

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Istalifi ceramics

Watch Aseel being featured in VOA Pashto with our product management team on how we are trying to open the doors of the global market to authentic Afghan products.

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ASEEL, a new marketing method for Afghan Handicrafts.

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Meet the 2020 EWC 100

We are ASEEL, a mobile e-commerce platform that connects local artisans in underdeveloped countries to global consumers.

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BBC World News Service

A group of young Afghan entrepreneurs have created a startup business to sell traditional Afghan clothes, crafts and ceramics made in remote parts of the country - to customers around the world.

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Tolo TV

Watch our team presenting Aseel and it’s mission in Bamdad Khush, a famous TOLO morning show

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Khaama Press News Agency

Afghanistan on its way to join the 718 billion dollar e-commerce market

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In 2018, he made that dream a reality using $175,000 in savings and loans from family and friends, to launch the internet platform Aseel.

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Time Magazine

How Afghan E-Commerce Startup Aseel Is Pivoting to Help Its Compatriots In Need.

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