Boise startup launches browser extension that allows you to easily shop small


In many of our BoiseDev stories, we feature small businesses and ways to Get Local. Now, a Boise-based startup is making shopping small even easier this holiday season.

Earlier this fall, BoiseDev told you about a funding round for Goodbuy, a Boise startup that aims to help online buying align with shoppers’ values.

On Small Business Saturday, the company went live and in the last two weeks, more than $10,000 has been redirected to small businesses in the US. When shoppers browser for items on online big-box retailers like Amazon, the extension shows products from small businesses instead.

The company reported over 500 Goodbuy downloads, thousands of new followers, and more than 15,000 searches performed within the Goodbuy database. 

‘More conscious’ shopping

Goodbuy currently filters over 183,000 small businesses in the US with 19+ million products.

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“There truly is nothing like Goodbuy out there, a tool that intercepts your mega-retailer shopping with more conscious options in a matter of seconds,” co-founder Cara Oppenheimer said.

In addition to being able to shop and support small businesses easily, Goodbuy offers 15 business values and owner identities. Some of those include shopping at businesses that are local, Latina-owned, LGBTQIA-owned, family-owned, etc.

“There are many sites, marketplaces, and experiences who focus on just one value, but it is our experience and belief that many humans often want more than one of those values represented at any given moment,” Oppenheimer said.

For example, when using the Goodbuy extension, users can filter their search with multiple value-based criteria, such as ‘sustainable kitchenware from a local, women-owned business.

Watch the video below to learn more about how Goodbuy works or to add the extension to your browser, click here.

Anna Daly - BoiseDev Reporter
Anna Daly is a reporter for BoiseDev. She's an Emmy-winning journalist, and a professor at the College of Western Idaho. Contact her at

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