Aïda Kandil is rewriting the rules of the marketplace: turning traditional artisans into digital entrepreneurs
In the spring of 2020, while the world was closing its doors to bustling markets and physical commerce, Aïda Kandil opened a new window—one that offered Moroccan artisans access to the digital economy. But this wasn’t just an online store. It was a vision for a new kind of marketplace: one rooted in heritage and driven by culture, built from the ground up in Morocco to speak to a global audience.
Armed with a dual degree in Strategic Management and Marketing from McGill University and nearly a decade of experience in digital marketing, Aïda launched myTindy, a platform that now connects over 2,000 Moroccan artisans to customers in more than 40 countries. In 2024, she was awarded the ARLEM Award – Young local entrepreneurship in the Mediterranean, supported by the Union for the Mediterranean, in recognition of her commitment to inclusive growth and cultural preservation.
myTindy was born of two convictions: that artisans should be treated as partners (not suppliers) and that technology must act as a bridge, not a barrier.
In contrast to conventional e-commerce models, where middlemen often control the profits, myTindy does not buy and resell products. Instead, each artisan enters into a transparent partnership agreement that gives them full control over pricing, product listings, and sales data. The platform takes a clear, pre-agreed commission only to cover marketing and operational costs.
Technology plays a key role in enabling this model, particularly artificial intelligence. As Aïda explains,
“AI was crucial to our expansion because it allowed us to reach groups of artisans who were previously difficult to access, people who were either illiterate or digitally illiterate.”
Thanks to simplified, AI-powered product upload and management tools, artisans -regardless of their technical or educational background- can participate in the digital economy on their own terms.
But Aïda’s work doesn’t stop at myTindy. Since July 2024, she has served as Head of Empowerment at Women in Tech Morocco, where she leads programmes to close the gender gap in the tech industry. From mentorship to training and leadership development, she’s helping women across Morocco and beyond unlock opportunities in STEM and entrepreneurship. Her approach is simple:
“Empowerment is a mutual journey,” she says, where learning flows both ways and trust becomes the foundation for lasting change.
Gallery of myTindy office in Casablanca (21 October 2024, UfM)
Preserving memory, digitally
What sets myTindy apart isn’t just what it sells, but what it safeguards. Every handcrafted item on the platform carries with it a story, a piece of collective memory that deserves to be shared. In Aïda’s words,
“The platform plays a role in preserving our heritage and ensuring that artisans in traditional crafts, who are often left behind, get the spotlight they deserve.”
When asked about her ambitions, she doesn’t speak in financial targets or investor decks. Instead, her goal is to see myTindy become “the go-to digital marketplace for artisans across the Arab region,” a space where creators can share their craft with the world—without leaving their communities or compromising their identity.
What began as a response to a global crisis has now become a blueprint for inclusive commerce. In myTindy, Aïda Kandil is not just building a business—she’s building a movement. One that reclaims the margins, redefines success, and restores dignity through design, culture, and code.
Every piece sold carries not just the imprint of a Moroccan pattern, but the spark of revival. This is a return to the spotlight, told through a platform, and led by Aïda.
Published on 30 April 2025.
