A more than 100-year-old business with roots in brick-and-mortar retail, Goodwill took steps to modernize in 2022 with its online marketplace GoodwillFinds. Three years in, demand for the site is a “rocket ship,” GoodwillFinds CEO Matthew Kaness told Modern Retail. However, there’s one problem, he acknowledged: “Our demand is outstripping the supply.”
GoodwillFinds is a small team of employees and contractors supporting the only fixed-price e-commerce resale operation dedicated to the Goodwill network. Goodwill functions as a federation of 153 independent organizations across the U.S. and Canada, and until a few years ago, most of its 3,000 stores had very little experience with e-commerce outside of auctions. GoodwillFinds helps these organizations come online by uploading their store inventory to an online catalog, managing customer service and dealing with delivery.
Since 2022, GoodwillFinds has delivered over $65 million in gross merchandise value for local Goodwill resellers. Since launch, more than 1 million items have been listed across apparel, electronics, jewelry and home. And yet — unlike other major players in online resale, like ThredUp or eBay — Goodwill is a nonprofit. That affects its ability to grow in a market that’s increasingly crowded, and valued in the billions of dollars.
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