ShopGoodwill.com
ShopGoodwill.com is a non-profit online auction marketplace operated by Goodwill Industries of Orange County, connecting individual buyers with over 135 Goodwill organizations across the U.S. and Canada to sell donated goods, with proceeds supporting workforce development programs.
- Company typePrivate
- Founded1999
- HeadquartersSanta Ana, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What ShopGoodwill.com does
ShopGoodwill.com is a non-profit online auction marketplace operated by Goodwill Industries of Orange County, founded in 1999 and headquartered in Santa Ana, California. The platform connects individual buyers with over 135 Goodwill organizations across the United States and Canada, enabling the sale of donated goods including art, antiques, collectibles, apparel, jewelry, and electronics through online auctions and direct purchase. It holds the distinction of being the first e-commerce auction site created, owned, and operated by a non-profit organization. Proceeds from auction sales support Goodwill's workforce development mission, including job training and employment programs for individuals with disabilities and other barriers to employment.
The platform is built on a standard online auction architecture with web and mobile front-ends. Core product features include an auction bidding system with account-level restrictions for new buyers (limited to 15 active auctions for accounts under 30 days old), personalized "Recommended for You" listings, a Favorites/Watchlist feature capped at 150 items, Saved Searches, a Personal Shopper list, Pickup Schedule coordination, and a self-service Help Center. The platform supports multiple payment methods (PayPal, credit cards, debit cards) and integrates with standard web analytics (Google Analytics, Adobe Analytics) and marketing automation tools (Google Ads, Meta Pixel). Native mobile applications are available on both iOS App Store and Google Play Store. A complementary blog hosted on Squarespace serves as a content marketing channel focused on thrifting tips, vintage collecting, and the Goodwill mission. Additional integrations include ReSupply for donation pickup scheduling and GoodwillBooks for cross-promotion within the broader Goodwill digital ecosystem.
The business model is marketplace-commission based: ShopGoodwill.com acts as a limited payment collection agent, accepting payments from buyers and remitting funds to selling Goodwill locations after deducting platform fees. Pricing on individual items is determined through competitive auction bidding set by sellers. The platform operates with a small headcount of 11-50 employees and pursues a hybrid go-to-market strategy combining product-led growth (self-service consumer auctions open to individual buyers) with marketplace listing facilitation (onboarding and servicing 135+ Goodwill regions as sellers). The seller base is governed by membership in Goodwill Industries International, formalizing an exclusive supply-side relationship. Accessibility compliance is managed through an ongoing engagement with accessibility consulting firm Propelled Works.
ShopGoodwill.com firmographics
Firmographics- Name
- ShopGoodwill.com
- Legal name
- Goodwill Industries of Orange County d/b/a ShopGoodwill.com
- Website
- https://shopgoodwill.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ShopGoodwill.com is a non-profit online auction marketplace operated by Goodwill Industries of Orange County, connecting individual buyers with over 135 Goodwill organizations across the U.S. and Canada to sell donated goods, with proceeds supporting workforce development programs.
- Ownership category
- akta.pro rank
ShopGoodwill.com industry classification
Industry- Product category
- Online Thrift Auction Marketplace
- NAICS
- Used Merchandise Retailers (459510)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Online Collectibles Marketplaces & Auction Retail (CRALAGAO)
- akta.pro secondary industry
- Auction-based Generalist Marketplaces (CRAFAAAC)
Keywords
Where ShopGoodwill.com is headquartered
LocationHeadquarters
- HQ city
- Santa Ana
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ShopGoodwill.com business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Auction Transaction Fees: ShopGoodwill.com operates as a marketplace platform taking commissions on auction sales between buyers and Goodwill sellers. The platform acts as a limited payment collection agent for sellers, accepting payments from buyers and remitting funds to the selling Goodwill locations after deducting platform fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Auction-based pricing determined by competitive bidding |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
ShopGoodwill.com product offering
Product offeringCore offering
ShopGoodwill.com is an online auction marketplace where over 135 Goodwill organizations across the U.S. and Canada list donated goods (art, antiques, collectibles, apparel, jewelry, electronics) for buyers to bid on or purchase directly. The platform functions as a payment collection agent for sellers, deducting platform fees and remitting proceeds to the selling Goodwill location. Accessible via web and native iOS/Android apps, the marketplace channels revenue into Goodwill's workforce development and job training mission.
Product overview
ShopGoodwill.com is a single integrated e-commerce auction platform operated by Goodwill of Orange County. The platform serves as the primary marketplace where over 135 Goodwill organizations from across the U.S. and Canada list unique and vintage items—including art, antiques, collectibles, apparel, jewelry, and electronics—for online auction and direct purchase. The core offering is the ShopGoodwill.com Online Auction Platform, supported by mobile applications for Android and iOS, a personalized My ShopGoodwill dashboard with features like Favorites/Watchlist, Saved Searches, and Personal Shopper lists, plus a Help Center and editorial blog content. The platform operates a traditional auction bidding system alongside Buy It Now purchasing options.
Differentiator
Problem solved
Functional benefit
Products and services
- ShopGoodwill.com Online Auction Platform The primary e-commerce auction platform connecting individual buyers with over 135 Goodwill organizations across the U.S. and Canada. Enables online bidding on donated items including art, antiques, collectibles, apparel, jewelry, and electronics through an auction format or direct purchase, with ShopGoodwill acting as a limited payment collection agent for sellers.
- ShopGoodwill Mobile App (Android) Native Android application distributed via Google Play Store, enabling users to browse listings, place bids in auctions, and purchase items from Goodwill sellers on Android mobile devices.
- ShopGoodwill Mobile App (iOS) Native iOS application distributed via the Apple App Store, enabling users to browse listings, place bids in auctions, and purchase items from Goodwill sellers on iPhone and iPad devices.
Companies that use ShopGoodwill.com
Customer profileSegments3 records
Ideal customer profiles3 records
ShopGoodwill.com technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
ShopGoodwill.com partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Goodwill Industries of Orange CountycoreGoodwill Industries of Orange County d/b/a ShopGoodwill.com is the parent organization that created, owns, and operates the ShopGoodwill.com platform. This is the founding organization that developed the first e-commerce auction site by a non-profit.
- Goodwill Industries InternationalcoreAll sellers on ShopGoodwill.com must be registered members of Goodwill Industries International, connecting over 130 Goodwill organizations from across the United States and Canada to the platform.
- Goodwill Organizations (130+ Regions)coreOver 130 Goodwill organizations from cities throughout the United States and Canada act as sellers on the platform, listing and auctioning donated goods including art, antiques, collectibles, apparel, jewelry, electronics and more.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
ShopGoodwill.com competitors and assessment
Company assessmentBroad incumbents
- Etsy: A broad online marketplace for unique, vintage (20+ years old), and handmade items. Etsy's vintage category directly overlaps with ShopGoodwill's collectibles and antiques inventory.
- Sotheby's: A global auction house for art, antiques, and collectibles. Sotheby's competes at the high end of the collectibles and antiques spectrum that ShopGoodwill's higher-value lots reach.
- Facebook Marketplace: Meta's broad peer-to-peer local marketplace. Facebook Marketplace competes with ShopGoodwill for casual secondhand buyers and sellers, with the advantage of being embedded in a social platform.
- Christie's: A global auction house for art, jewelry, and collectibles. Christie's represents the high-end auction alternative that draws away the most valuable items that might otherwise surface on ShopGoodwill.
Emerging players
- The RealReal: A consignment marketplace for authenticated luxury goods, including jewelry, watches, and accessories. The RealReal competes for a portion of ShopGoodwill's higher-end jewelry and luxury buyers.
- ThredUp: An online resale platform focused on secondhand clothing. ThredUp overlaps with ShopGoodwill's apparel segment and appeals to sustainability-driven secondhand shoppers.
Direct peers
- Poshmark: A social marketplace for secondhand fashion and accessories. Poshmark overlaps with ShopGoodwill's apparel and accessories categories, particularly for sellers and buyers of pre-owned style.
- eBay: The dominant online auction and fixed-price marketplace. eBay is the closest direct competitor to ShopGoodwill's auction-based model and serves many of the same collectors and thrift-oriented buyers.
- Mercari: A mobile-first peer-to-peer marketplace for secondhand goods. Mercari competes directly for casual thrift and resale buyers with a streamlined, consumer-friendly listing and buying flow.
Others
- Goodwill Books: A Goodwill-affiliated online book and media seller linked from the ShopGoodwill footer. Goodwill Books is a thematic and ecosystem peer within the broader Goodwill network rather than a direct competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
ShopGoodwill.com social profiles
Digital presenceShopGoodwill.com financial estimates
Financial estimateRevenue estimate
Valuation estimate
ShopGoodwill.com leadership team
Management profileNumber of profiles
ShopGoodwill.com funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ShopGoodwill.com M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ShopGoodwill.com
What does ShopGoodwill.com do?
ShopGoodwill.com is an online auction marketplace where over 135 Goodwill organizations across the U.S. and Canada list donated goods (art, antiques, collectibles, apparel, jewelry, electronics) for buyers to bid on or purchase directly. The platform functions as a payment collection agent for sellers, deducting platform fees and remitting proceeds to the selling Goodwill location. Accessible via web and native iOS/Android apps, the marketplace channels revenue into Goodwill's workforce development and job training mission.
Is ShopGoodwill.com a public or private company?
ShopGoodwill.com is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was ShopGoodwill.com founded?
ShopGoodwill.com was founded in 1999. It employs 11 to 50 people.
Where is ShopGoodwill.com based?
ShopGoodwill.com is headquartered in Santa Ana, United States, in the North America region.
How does ShopGoodwill.com make money?
One revenue line is on record: auction Transaction Fees.
Who are ShopGoodwill.com's main competitors?
Broad incumbents on record are Etsy, Sotheby's, Facebook Marketplace and Christie's. Emerging players are The RealReal and ThredUp. Direct peers are Poshmark, eBay and Mercari. Goodwill Books is listed as an others.
Does ShopGoodwill.com have an API?
No public API is recorded for ShopGoodwill.com.
What industry is ShopGoodwill.com in?
ShopGoodwill.com's product category is Online Thrift Auction Marketplace. Its primary akta.pro industry code is CRALAGAO, Online Collectibles Marketplaces & Auction Retail, with a secondary code of CRAFAAAC, Auction-based Generalist Marketplaces. Its NAICS code is 459510 and its SIC code is 5940.