Goodbuy is a shopping tool that’s exclusively designed for small businesses. It integrates Shopify into its browser extension, making it easier to shop for values-conscious customers.
Goodbuy was founded in 2021 by Cara Oppenheimer, Cary Fortin Telander and was intended to disrupt the 70% of U.S. online shopping that is dominated by just 15 mega-retailers. Cofounders Cara Oppenheimer and Cary Fortin Telander set out to create a company that would not only help independent businesses, but also provide support for consumers who share similar values but don’t have the time or the resources to look through the vast online shopping landscape.
Oppenheimer was the daughter to small-business owners and she told WWD how she saw firsthand the effect that mega-retailers have had on small business owners. “As e-commerce became the forefront of consumption, these small businesses were taking a big hit, and their visibility was completely squashed by the SEO and marketing budgets of national chain stores. It was a problem that I was hyper-aware of, and it fueled my own desire to support independent businesses whenever possible.”
Oppenheimer admitted that she still found convenience in shopping at major retailers despite knowing the data. She told WWD her “aha moment” was seeing the same insulated water bottles that she had bought online on the…