How a Toronto founder turned trade tension into a Canadian marketplace

Crisp, a former fashion brand owner, originally developed the platform as a search solution for local products. She launched the site last February using an affiliate model, linking shoppers to Canadian brands. By November, she introduced curated gift boxes and direct checkout options, which provided the momentum needed to scale. The business remains self-funded, relying on organic growth rather than venture capital to navigate the complexities of the domestic retail market.

Recent political developments have acted as a catalyst for growth. After a period of stalled trade negotiations, site traffic surged from 5,000 to nearly 15,000 daily visitors in a single day. Crisp notes that while consumers are eager to support local businesses, they often face a reality check regarding price and availability. Her platform attempts to bridge this gap by allowing users to filter products based on their own definitions of what it means to be Canadian-made. For now, the focus remains on apparel, personal care, and home goods, as shoppers increasingly treat domestic consumption as a collective, nationwide project.