We have the data: 86% of Canadians say supporting small businesses is important, but only 13% of them do most of their shopping at small businesses. Why the gap? Patti Mara, business consultant and founder/CEO of We Choose Local, has a theory.
“The real problem isn’t the price. It’s that you can’t access local information.”
Many consumers still believe that shopping local costs more, but We Choose Local is here to challenge that perception and make supporting local businesses easier and more convenient.
An innovative e-commerce platform that launched in November, We Choose Local aims to bridge the gap between consumers' desire to shop locally and the convenience of online shopping.
Through consumer interviews conducted in Guelph, Mara discovered that shoppers want transparency regarding product details, prices, and return policies before stepping into a store. National retailers often dominate the advertising landscape, making it easier for consumers to find this information upfront, whereas local businesses don’t have the same advertising budget. We Choose Local seeks to address this roadblock by providing a platform where customers can easily discover local products, compare prices, and still enjoy next-day delivery.
Contrary to the common belief that shopping local is more expensive, the research tells a different story. In a 2022 Quebec study, over 350,000 price data points were analyzed across 48 different product categories and found that in 70.83% of the categories, locally produced items cost the same or lower than non-local products. A nationwide study found similarly surprising results: 55.6% of local products across the country were price competitive or cheaper than the non-local options.
Plus, when consumers shop locally they are supporting the people in their community, with $68 of every $100 staying in local circulation— as opposed to just $14, with national chains. “Without thriving local businesses we don’t have strong communities. This money stays in the community,” says Patti. And, she adds, having in-person customer service is a huge benefit.
“How many times have I tried to buy something on Amazon and I have to keep returning it and I just put up with what I get? Or you can’t return it and you end up buying three things to buy one thing that you like.”
When you shop local it’s easier to make good buying decisions with the merchant’s support, guidance, and recommendation— often making it easier and cheaper to make a decision that you’re happy with. It also means getting out of your house, meeting people in your neighbourhood, and discovering something unique that surprises you.
On top of the economic benefits to using We Choose Local, the platform donates 1% of every transaction to a local charity. They have launched the website with proceeds going to The Children’s Foundation of Guelph and Wellington, and a new charity will be chosen by the community at the beginning of April. We Choose Local will do the poll on social media, their website and their mailing list. Local charities are also invited to have a page on the platform at no cost, with a link to donate to them.
As part of We Choose Local’s launch, they are doing a once-a-month Love Local draw for a Love Local box. First prize is a $500 box of items from local businesses, and second prize is a $300 gift card to spend on We Choose Local’s platform. The first draw was on December 20th and the next ones will be on January 20th and February 20th.
The platform is still new, so they are excited to have more customers and retailers sign up. Patti’s goal is to have We Choose Local available in 50 cities in North America in 10 years. And the overarching goal, she says, is “shifting purchasing power from global back to local.”
Next time you consider where to shop, remember that buying local might not only be better for your community— but also lighter on your wallet.
For more information, visit:
- Is Shopping Local Really More Expensive? The Truth May Surprise You,
- Why Consumers Aren’t Shopping Local Even Though They Say It Matters
- Would the option to order online from home and get next-day delivery from local Guelph businesses change your shopping habits?
