I’ve always believed that what we buy and who we buy it from—matters. The things we bring into our homes and wear on our bodies have the power to connect us to people, to stories, and to a sense of place. That belief is at the heart of why I started Fitzba.
Fitzba is a digital platform designed to make it easier for people to shop local. We help small retailers get discovered through our website and app by showcasing their products to a broader audience that values authenticity, community, and connection. But this isn’t just about retail. For me, it’s about creating a more accessible, human-centred economy—where local businesses have the tools they need to thrive.
My journey into tech and entrepreneurship started in a pretty unconventional way. While I was studying computer engineering, I cold called the CEO of a Calgary avionics startup and asked if I could spend a day shadowing their team. That call turned into a summer job—and eventually, a full scholarship in exchange for three years of work after graduation. I was hooked. Not just by the code or the systems, but by the idea of solving real problems for real people.
Later, as I worked in consumer product development, I began to understand how deeply meaningful it is when local businesses help people discover products in a safe, trusted space. I fell in love with those relationships, with the way small shops act as community anchors. And I knew I wanted to build something that made it easier for them to compete in an increasingly digital-first world.
But building something that doesn’t exist yet? It’s hard.
Every process, every feature, every system—you have to figure it out from scratch. There’ve been moments I’ve questioned if it was worth it. But then a shop owner will tell me that Fitzba brought in a wave of new customers—people who actually walked into their store because of us. That’s what keeps me going.
One of the biggest challenges we face is helping people rethink what “buying Canadian” really means. We hosted a panel with the Canadian Federation of Independent Business where we unpacked this exact issue. Many people don’t realize that buying from a locally owned store—even if the product isn’t made here—supports Canadian jobs, contributes taxes, and helps build stronger communities. That nuance matters.
We’ve even added little maple leaf icons next to Canadian-owned shops and products in our platform so shoppers can make informed choices. There’s still a groundswell of support for local and Canadian-owned, but we need to keep the energy alive with clear, actionable ways for people to participate.
Of course, no conversation about retail today would be complete without talking about AI. When used well, AI can help small businesses understand their customers and streamline their operations. But here’s the thing: technology should make personal service more personal, not less. I believe in using tech to amplify what makes local shopping special—not erase it.
“Fitzba creates a dedicated space where local retailers can showcase their unique offerings and connect with customers who value authentic, community-based shopping experiences”
And finally, sustainability. Consumers are becoming more conscious and more skeptical—they want real commitment, not corporate greenwashing. That’s where small businesses shine. When people know the shop owner by name and see their values in action, that trust is irreplaceable.
To any founder just starting out: use the resources around you. Canada has incredible programs and people ready to support new entrepreneurs. And above all, build your community. No one gets through the hard parts alone.
Fitzba is my way of combining what I love most: technology, community, and purpose. I didn’t just want to create a platform. I wanted to create a movement—one that brings heart back into the way we shop.
Advice for Entrepreneurs
There are so many incredible resources for startups in this country. Use them. And more importantly, build your network. Surround yourself with people who’ll support you through the hard years.
The “Phygital” Revolution is Reshaping Local Commerce
The convergence of physical and digital retail experiences isn’t just a trend—it’s becoming the survival baseline for small businesses. Retailers that integrate omnichannel strategies effectively report 30% higher customer lifetime value than single-channel competitors.
We’re helping local storefronts leverage this agility through tools that bridge their physical presence with digital discovery.
85% of people are experiencing disruptive effects of climate change, driving demand for sustainable products. However, consumers are becoming more sophisticated about spotting “greenwashing” versus genuine environmental commitment.
Source: Google Digital Marketing Trends 2025
Share Article
