UNITED STATES – As diversity, equity, and inclusion (DEI) efforts face setbacks across the U.S., small businesses are finding innovative ways to keep these values alive. Smart checkout technology is emerging as a powerful tool, allowing businesses to support meaningful causes while boosting customer loyalty and sales.
Companies like Goodszilla, founded by Toju Ogbeide, are leading the charge. Their plug-in technology integrates charitable giving directly into the checkout process, making it easy for businesses to give back. “This is about turning every transaction into an opportunity for impact,” Ogbeide explains.
The Power of Checkout Technology: A Game-Changer for Small Businesses
Checkout technology is no longer just about processing payments. It’s now a way for businesses to show their values and connect with customers on a deeper level.
Major brands like Costco have already seen success with this approach. In 2022, Costco raised over $48.7 million for Children’s Miracle Network Hospitals through charity checkout campaigns. But small businesses can make a big impact too.
Goodszilla’s plug-in allows businesses to add a “compassion button” to their checkout process. This lets customers support causes like Feeding America or local charities with every purchase. “It’s about making giving back seamless and meaningful,” says Ogbeide.
Why Customers Love Brands That Give Back
Research shows that 66% of consumers are more likely to stay loyal to brands that demonstrate social responsibility. This is especially true for younger shoppers who value purpose-driven businesses.
Brands using Goodszilla’s technology have seen impressive results. Repeat purchases have increased by 30-35%, and some businesses report a 25% boost in repeat customers. “When people know their money is doing good, they feel good about spending it,” Ogbeide notes.
For example, Simpleaf, a Black-owned baby products company, donates 1% of every purchase to charity. Their “buy three, donate one” campaign has also driven sales and customer engagement.
Supporting DEI Through Technology
With DEI initiatives facing challenges nationwide, small businesses are stepping up. Checkout technology allows them to support organizations that align with their values, even during tough times.
Black-owned businesses like Bea’s Bayou Skincare and Skin by Ariel are using this technology to make a difference. By donating a portion of sales to causes they care about, these brands are building trust and loyalty with their customers.
“It’s not just about giving back—it’s about showing your customers what you stand for,” Ogbeide says. “That’s how you build a lasting connection.”
How Checkout Technology Works for Small Businesses
Goodszilla’s plug-in is designed to be simple and customizable. It works with platforms like Shopify and Wix, as well as in-store point-of-sale systems.
The technology removes the complexity of compliance and donation tracking. Businesses can choose which charities to support and how much to donate. Customers see the impact of their purchases in real-time, creating a sense of shared purpose.
“We’ve made it easy for businesses of all sizes to participate,” Ogbeide explains. “This is about democratizing charitable giving.”
The Future of Commerce: Compassion Meets Growth
The era of “only big businesses can make a difference” is over. With smart checkout technology, even the smallest businesses can drive meaningful change.
Every transaction becomes an opportunity to support DEI efforts, build customer loyalty, and grow your brand. “The checkout isn’t just the end of a sale,” Ogbeide says. “It’s the start of something bigger.”
