Edinburgh woman turns supermarket frustration into Scottish\-made invention and voice powered shopping app
What started as a simple idea during lockdown has become an award-recognised Scottish business, with an Edinburgh entrepreneur determined to make the weekly shop easier for everyone.
Edinburgh entrepreneur Sharon Ward is proving that sometimes the best business ideas come from life’s everyday frustrations.
Sharon is the founder of My Trolley Mate, an innovative mobile phone holder designed and manufactured in Scotland that clips onto supermarket trolleys, keeping shoppers’ phones and shopping lists within easy reach.
But what began as a simple solution to a familiar problem has grown into something much bigger, with Sharon now developing her own shopping list app, complete with Amazon Alexa integration.
The idea was born during lockdown, when Sharon became increasingly frustrated with trying to juggle her phone, shopping list and supermarket trolley while doing the weekly shop.
“I kept thinking there must be a better way to do this,” Sharon explains. “Like so many people, I use my phone for everything, including my shopping list and scanning as I shop. But trying to manage your phone while pushing a trolley is surprisingly frustrating.
“I had an idea for something that would make life easier, and rather than just talking about it, I decided to see if I could actually make it happen.”
That decision led Sharon on a journey into product design, manufacturing and entrepreneurship.
Despite having a full-time career in banking, she set about turning her idea into a physical product, working with Scottish manufacturers to bring My Trolley Mate to life.
The product officially launched in May 2025 and is now available through the company’s website and online marketplaces.
But Sharon’s ambitions didn’t stop with the physical product.
Recognising that the weekly shop is just one part of the mental load many people carry, she began developing a companion shopping list app for iPhone and Android.
The free app allows users to create, organise and share shopping lists, helping households plan their shopping together.
More recently, Sharon introduced My Trolley Mate Premium, integrating the app with Amazon Alexa so customers can add and remove items from their shopping lists using their voice.
“Never in a million years did I imagine that an idea for a little phone holder would lead to me building an app and integrating it with Alexa,” says Sharon.
“But the more I’ve worked on My Trolley Mate, the more I’ve realised that it’s not just about holding your phone. It’s about making everyday tasks that little bit easier.
“We all have so much to remember, and if I can help take even a little bit of that mental load away, then I’m achieving what I set out to do.”
Sharon’s entrepreneurial journey has also attracted recognition.
In 2026, she was named one of Business Women Scotland’s Top 100 women in the Manufacturing, Engineering and Product Innovation category and was a finalist in the Business to Watch category at the Women’s Enterprise Scotland Awards.
For Sharon, however, some of the most rewarding moments have been much closer to home.
“One of the best feelings I’ve had since launching was walking into a supermarket and spotting someone using My Trolley Mate.
“There’s something quite surreal about seeing a product you dreamed up actually being used by someone doing their weekly shop. It’s those moments that remind me why I started.”
The business also supports Edinburgh charity Held In Our Hearts, which helps families affected by baby loss.
The cause is deeply personal to Sharon, who lost her baby son Lewis. She donates £1 from every My Trolley Mate sold to the charity.
“Held In Our Hearts does incredible work supporting families through something no parent should ever have to experience. Being able to give something back through my business means a great deal to me.”
With new product developments in the pipeline, including an adapter designed to make My Trolley Mate compatible with a wider range of handles, Sharon has no plans to slow down.
“My Trolley Mate started with one very simple idea, and it’s grown into something I could never have imagined.
“I’m incredibly proud that it’s designed and manufactured here in Scotland, and I’d love to see it become a familiar sight on supermarket trolleys across the UK.
“If there’s one thing I’ve learned, it’s that you don’t have to have everything figured out before you start. Sometimes you just have to believe in your idea enough to give it a go.”