Military spouse Monica Fullerton is the founder of Spouse-ly, a global online community that spotlights and supports businesses owned by military spouses, transitioning servicemembers and veterans.
“You don’t need permission to chase your dreams. You just need a purpose and a platform.”
When military spouse Monica Fullerton launched Spouse-ly, she wasn’t just building another e-commerce platform; she was igniting a movement. Fullerton understood firsthand the challenges of employment instability, frequent relocations and the often-overlooked labor that military families face. What began as a passion project soon evolved into a nationally recognized marketplace that empowers military-connected entrepreneurs to sell their products and services worldwide.
Today, Spouse-ly is more than a business; it’s a thriving example of how purpose-driven e-commerce can uplift both community and commerce.
Fullerton’s journey is proof that entrepreneurship can be a form of empowerment. In building Spouse-ly, she created more than a business, she opened a gateway for thousands of others to chase their own dreams.
She is the special guest in the fourth and final installment of The American Legion Tango Alpha Lima podcast’s special series on veteran entrepreneurs, highlighting innovative leaders who are reshaping industries, and creating space for veterans and military families to thrive in business. With each episode, we have provided a resource guide for those interested in learning more. Find today’s guide here.
From military spouse to mission-driven CEO
Fullerton’s journey mirrors that of many military spouses: juggling PCS moves, working remotely and constantly adapting to new environments. But amid the transitions, she saw a gap. There was no centralized platform to spotlight and support businesses owned by military spouses and veterans.
So she created one.
Launched in 2020, Spouse-ly has become a vibrant online marketplace featuring a wide range of products, including handmade goods, digital artwork, photography services and business coaching. Every vendor shares a connection to the military community.
Spouse-ly’s growth reflects a powerful consumer trend that people want to shop with intention. According to a 2022 McKinsey & Company study, more than 60% of consumers are willing to pay more for products that support social or environmental causes. Spouse-ly taps into this momentum, offering buyers a chance to “shop small” while making a big impact.
“I wanted to create a platform where military spouses and veterans could turn their passions into profits,” she explains. “And one that celebrates resilience, mobility and mission-driven work.”
And yes, anyone can shop small on Spouse-ly, which is a commonly asked question.
E-commerce: A lifeline for military families
Military life doesn’t always align with traditional 9-to-5 jobs. The Department of Defense reported a 21% unemployment rate in a 2021 survey among military spouses, nearly four times the national average. Frequent moves, caregiving responsibilities and inconsistent local opportunities all contribute to this gap.
E-commerce offers a solution.
With platforms like Etsy, Shopify and Spouse-ly, military spouses and veterans can create location-independent businesses that travel with them from base to base. From handmade candles to digital consulting, military-connected entrepreneurs can monetize niche talents and passions from a laptop.
This shift aligns with the rise of the “passion economy,” a growing trend in which individuals build careers around their personal expertise and authenticity. Spouse-ly embraces this model and strengthens it through community and shared purpose.
Please note that all Spouse-ly vendors are approved, military- and first-responder-owned businesses. The platform allows users to utilize their GOVX ID.
Starting your own e-commerce journey
If you’re a military spouse, veteran, or servicemember ready to leap into entrepreneurship, here are five actionable steps Fullerton recommends:
Identify your offer: What are you passionate about? Whether it’s custom-baked goods or branding design, there’s a market for nearly every talent.
Choose your platform: While Etsy and Shopify are solid starting points, mission-aligned platforms like Spouse-ly offer visibility within the military-connected community.
Build a brand, not just a product: Today’s consumers crave emotional connection. Share your story and your values. According to a 2018 Gallup poll, business units with emotionally engaged customers achieved an impressive 85% higher sales growth compared to those without.
Leverage entrepreneurial resources: Organizations such as D’Aniello Institute for Veterans and Military Families (IVMF), Bunker Labs, and Patriot Boot Camp offer free training and mentorship to veteran and military spouse entrepreneurs.
Find your people: Entrepreneurship can feel isolating. Joining communities like Spouse-ly and The Rosie Network provides a supportive ecosystem for collaboration and growth.
- Tango Alpha Lima