goodbuy

How Goodbuy’s Browser Extension Enabled $2M Sales to Small Businesses

Founded By

Cara Oppenheimer

Starting Costs

$790K

Founders

Profitable

Yes

Year Started

2021

Customer

B2C

Founded By
Cara Oppenheimer: Starting Costs
$790K

Founders
2: Profitable
Yes

Year Started
2021: Customer
B2C

Who is Cara Oppenheimer?

Cara Oppenheimer is the co-founder of Goodbuy, a platform aimed at making conscious shopping easier by directing consumers to small businesses. Originally from Canada, Cara worked for 17 years in the advertising and agency sector as a Creative Director, collaborating with major brands like Samsung and Intel before launching Goodbuy. Inspired by her upbringing as the child of small business owners, she uses her creative and branding expertise to support small businesses through innovative e-commerce solutions.

What problem does goodbuy solve?

Goodbuy solves the problem of supporting small businesses by helping shoppers find values-aligned, small-business alternatives to large retailers, making it easier to spend money in a way that matches their ethics and desires for community support.

A snapshot of Goodbuy homepage

How did Cara come up with the idea for goodbuy?

As the story goes, Cara Oppenheimer and Cary Fortin, both moms and passionate about conscious shopping, were troubled by how tough it was to shop from smaller, value-driven brands instead of the giants like Amazon. During the pandemic, they found themselves frustrated with the numerous deliveries from these major retailers and decided there had to be a more straightforward way to support small businesses online.

Cara, drawing on her background in creative direction and her family's experience with small businesses, pinpointed the challenge: people want to shop in line with their values, yet it remains a real hassle. She realized that making conscious shopping easy could be a game-changer. In a late-night text to Cary, she proposed creating a tool that would act like a personal shopping assistant for values-aligned purchases.

The duo proceeded to figure out the tech behind the idea—without an initial tech background—and validated their concept among like-minded peers. They focused on making the browsing extension smooth and ensuring that users got instantly notified of small business alternatives for their product searches. These steps crystallized their vision, leading to the foundation of Goodbuy, with a mission to transform browsing habits into a joyful experience aligned with personal values.

How did Cara Oppenheimer build the initial version of goodbuy?

The development of Goodbuy's browser extension was a journey of innovation and determination. To build the product, co-founders Cara Oppenheimer and Cary Fortin employed a tech stack that included tools like Webflow for their main domain, Slack for team communication, and Figma for product design. The specific software development of the Chrome extension was handled by an external company, Purpose Labs, which specializes in tech for good.

Despite being non-tech founders, the team was able to leverage third-party Shopify data and proprietary tools to create a robust search engine that can automatically categorize brands by various attributes such as business values and owner identities. Creating the first version of this extension, from concept to launch, took about 10 months. Building the initial prototype was challenging, both due to the technical demands and the need for careful consideration of privacy and data protection standards.

They faced the unique challenge of ensuring accuracy in their categorization system and maintaining a user-friendly interface, but through persistence and a clear mission, they launched a successful product that reconnects shoppers with values-aligned small businesses.

What were the initial startup costs for goodbuy?

Technology Development: Developing the browser extension and related tech stack required an investment in the hundreds of thousands of dollars.
Seed Funding: Goodbuy raised a seed round of just over $1 million to cover both technology development and hiring key initial team members, including a social impact strategist.

What was the growth strategy for goodbuy and how did they scale?

Browser Extension

Goodbuy utilizes a browser extension as a key channel to intercept online shopping behaviors from large retailers like Amazon and Walmart. This tool pops up viable alternatives from small businesses matching the same product search, complete with value-aligned suggestions such as women-owned or sustainable options. The extension encourages users to consider choices beyond big-box options.

Why it works: Using a browser extension effectively places small businesses in front of potential buyers right at the point of purchase on major retail sites. This strategy capitalizes on existing consumer behaviors rather than trying to redirect them entirely, making it an efficient method of introducing and integrating conscious shopping selections into everyday tasks.

Mobile Shopping Site

In addition to the extension, Goodbuy developed a mobile shopping site allowing users to search products based on details like product type, region, or the demographic background of the brand's founder. This feature expands the reach to mobile users and those shopping directly through the website.

Why it works: The site's search functionality provides flexibility and specificity, appealing to conscious shoppers keen on aligning purchases with personal values. Having a mobile-friendly option captures a substantial portion of users who rely on devices for frequent, on-the-go shopping.

Goodbuy has leveraged the power of inclusivity and community engagement by building a network of small businesses and conscious shoppers who actively participate and promote through word of mouth and social media. They worked closely with partners and social impact strategists to design campaigns that are community-focused.

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Why it works: Growing a user base through community and social media allows for more organic growth as users share with like-minded individuals. By cultivating a sense of community and ethics-based shopping culture, Goodbuy has created an active support system that further promotes its mission, extending reach beyond traditional marketing methods.

Email Marketing & Customer Profiles

Through the integration and use of customer profiles, Goodbuy prioritizes maintaining a direct line of engagement with its users. By incorporating email marketing strategies and providing features like product wishlists within goodbuy profiles, they facilitate consistent brand engagement.

Why it works: Customized experiences and regular engagement ensure customer retention while building brand loyalty. This form of direct, personalized marketing fosters a strong connection to the brand ethos, encouraging repeat usage and sharing within personal networks.

What's the pricing strategy for goodbuy?

Goodbuy offers a free browser extension highlighting products from over 183,000 small businesses, earning a 10% affiliate fee only on sales generated via the platform.

What were the biggest lessons learned from building goodbuy?

Embrace Community Feedback: Goodbuy evolved by listening to what small businesses and consumers needed, allowing them to effectively tailor their offerings, like the shop page, to enhance user experience.
Prioritize User Experience: By focusing on making conscious shopping easy through browser extensions and search features, Goodbuy emphasizes user-friendly experiences that encourage more sustainable shopping habits.
Adapt and Scale Quickly: The company rapidly expanded by automating the onboarding of small businesses and using proprietary tools to scale operations efficiently, showing the importance of technology in growth.
Balance Mission and Monetization: Goodbuy's business model demonstrates the potential of aligning financial incentives, like its affiliate commissions, with its mission to support small businesses, ensuring sustainability both economically and ethically.
Stay Resilient and Passionate: Despite challenges in the competitive e-commerce landscape, Goodbuy's founders maintain strong passion and resilience, which propels them through obstacles and fosters continued innovation.

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