As a doctor, Rachel Pinniger has spent almost her entire life treating people in some of the world’s poorest areas. She opened a shop in Chengdu, China, selling products made by artisans with disadvantages, such as extensive burns or missing limbs, so that they could live independent lives within their communities.

Watch how Pinniger has migrated the store online via Alibaba Group’s marketplace Taobao to reach more consumers and raise awareness for her project.