A marketplace born from a crisis
In the aftermath of the pandemic, Michelle Wirth took a drive through downtown Northampton, only to be met with a devastating sight; numerous empty storefronts. Businesses that had once thrived, now shuttered.
“I drove downtown like I did before the pandemic,” Michelle recalled. “ I parked my car and walked into an artistisan gallery that had been there for 36 years. It took me all of five seconds to realize they were having a liquidation sale.”
That moment stuck with her and got her thinking.
What if there was a way to connect small business owners like this struggling gallery with people who genuinely wanted to support them but didn’t know how? What if there was an easy way to shop local, without endless searches and confusion about where to go?
That idea became Feel Good Shop Local (FGSL), a digital marketplace built to bridge the gap between small businesses and conscious consumers, offering a one-stop online shop where every purchase keeps money within the local economy.
“The magic of Feel Good Shop Local is that it creates an opportunity for the busy consumer to find the needle in the haystack,” Michelle explained. “Small businesses and artisans get boxed out of online visibility. It’s really difficult to find them in a Google search. So I thought, what if there was a platform where people knew that if they just showed up, every purchase they made was an investment in their local community?”
With that mission in mind, she has built Feel Good Shop Local into a thriving e-commerce hub, now serving over 170 zip codes across four states, covering Hampden, Hampshire, Franklin, and Berkshire counties, plus parts of northern Connecticut.
From luxury cars to local commerce
In a roundabout way, FeelGoodShopLocal.com owes its existence to Mercedes-Benz and a leap of faith.
When Michelle and her husband, Peter Wirth, moved to Western Massachusetts to open Mercedes-Benz of Springfield, they weren’t just launching a dealership, they were building a business from the ground up in a new community.
Unlike traditional dealership owners who inherit established locations, the Wirths took a bold leap and started fresh, opening their state-of-the-art facility in 2017.
They worked to establish Mercedes-Benz of Springfield as more than just a luxury car showroom, embedding themselves in the local economy by hosting events, sponsoring initiatives, and forming deep connections with area businesses.
It was through these relationships, talking to business owners, leaders in the region, and entrepreneurs, that they made a name for themselves not only as a dealership but as a community partner.
Their efforts did not go unnoticed. Mercedes-Benz of Springfield has been recognized with several major awards, including:
- Mercedes-Benz “Best of the Best” Award (Three consecutive years) – A national honor given to the top 22% of dealerships in the country for exceptional customer service, sales, and overall business performance. (Mercedes-Benz of Springfield)
- Amherst Area Chamber of Commerce A+ Award for Community Service (2020) – Recognizing the dealership’s contributions to local businesses, nonprofits, and regional economic development. (A+ Awards)
- Chicopee Chamber of Commerce Business of the Year (2024, Shining Stars Awards) – Acknowledging the dealership’s impact in the city and its role in strengthening the local economy. (Chicopee Chamber)
Through these awards and their hands-on approach to community engagement, Michelle and Peter have managed to position Mercedes-Benz of Springfield as a pillar of the local economy.
This same commitment to uplifting local businesses would later shape Michelle’s vision for Feel Good Shop Local.
More than a marketplace: Elevating small businesses
For small business owners, running an online store isn’t just about selling products, it’s about marketing, web maintenance, payment processing, and figuring out how to compete with massive platforms like Amazon and Etsy. That’s where Feel Good Shop Local steps in.
“Our goal is to help local businesses thrive.,” Michelle said. “Most business owners would rather spend their time creating or curating, and this is where their expertise lies. We are outstanding marketers, website developers, and storytellers…We aim to make it easy for local businesses to set up an online shop and to help comsumers to shop locally first.” ”
Unlike other marketplaces that take steep commissions, sometimes up to 40%, FGSL keeps its fees transparent and fair.
- 19% administrative and transaction fee to cover platform and marketing costs
- No hidden costs, no cost to set up a storefront online
“Our vendors know exactly what they’re signing up for,” Michelle said. “We stick to that model because it’s important to us that this remains a win-win for small businesses.”
But more than just a selling platform, FGSL prioritizes the story behind the product.
“We don’t just list a product and call it a day,” Michelle explained. “Each item on the platform has a story. Who made it? Why do they do what they do? What’s the heart and soul behind this business? That personal connection is what makes shopping locally so powerful.”
And for consumers, it’s not just a way to shop ethically, it’s also ridiculously convenient.
“You can go to the site and search for categories, home goods, jewelry, food, gifts—or you can shop by business,” Michelle said. “Each seller gets a website within the larger website so if you love a particular item you can see everything listed from that seller in one place. You can also buy multiple items from different sellers in one single checkout process. With one transaction, you’re supporting multiple local businesses.”
Beyond the screen: High-impact selling events
While Feel Good Shop Local thrives online, Michelle has also leveraged in-person experiences to drive traffic and sales for FGSL vendors.
“We’ve hosted selling events right inside the Mercedes-Benz of Springfield showroom,” Michelle shared. “It’s a beautiful, high-end space, and it elevates the shopping experience. People walk in and feel like they’re at a boutique instead of just another vendor market.”
But the real masterstroke of marketing has been securing prime space at major events, giving small businesses the kind of exposure they could never access on their own:
- The Big E – One of the largest fairs in the country, where FGSL vendors showcased their products in a curated boutique-style space.
- The Bay Path Women’s Leadership Conference – FGSL sponsors this high-profile event, providing sellers with access to a premium marketplace space at a conference attended by thousands of business leaders.
- The Massachusetts Conference for Women – One of the largest women’s conferences in the country, attracting high-profile speakers and thousands of attendees. FGSL set up a marketplace presence, allowing sellers to tap into a massive audience of professionals and conscious consumers.
“The Big E was huge,” Michelle said. “The exposure was unparalleled for us and for our sellers. The foot traffic was steady and people were coming in and saying, ‘I saw this item on your Instagram post, and I want it!’ We were always maximizing our online presence and it paid off. We were literally making sales directly from our social media buzz.”
For vendors, these events aren’t just about making sales; they’re about brand exposure, networking, and building a customer base that lasts beyond a single event.
It’s this kind of impact that keeps her pushing for more opportunities to get small businesses in front of bigger audiences.
The future of Feel Good Shop Local
The Feel Good Shop Local team’s work has not gone unnoticed. In October 2024, Feel Good Shop Local was awarded the A+ Leader in Innovation Award from the Amherst Area Chamber of Commerce, recognizing its impact on the regional economy.
With Feel Good Shop Local continuing to grow, Michelle’s vision for the future is clear: keep expanding opportunities for local businesses.
“What we’re building here isn’t just an e-commerce site, it’s a movement,” she said. “It’s about changing the way people shop, helping them see that supporting local business isn’t just good for business owners, it’s good for the whole community.”
Her next big push? Expanding regionally and nationally, so that shoppers across the country can discover and support small businesses with the same ease and confidence as shopping on Amazon.
“Imagine being able to do this across the entire country,” she said. “A one-stop shop for people who care about where their money goes. That’s where we’re headed.”
How to get involved
Consumers – Want to shop local, hassle-free? Visit FeelGoodShopLocal.com to browse unique, high-quality products from small businesses.
Business owners and makers – Thinking about joining Feel Good Shop Local? There’s no cost to set up a shop, and full onboarding support is provided. Visit here to apply today.
Event organizers – Have an event where FGSL vendors could showcase their work? Reach out to Michelle and her team to explore partnership opportunities. Email them at discover [at] feelgoodshoplocal.com
Michelle sums up her mission simply; “Shopping local shouldn’t feel like an extra effort. It should feel good. And that’s exactly what we’re trying to do; make it easy, fun, and rewarding to support small businesses.”
MAIN PIC: Feel Good Shop Local team and some of the small business owners they support pictured at The Big E
CONTRIBUTOR
Fungai Tichawangana
Fungai 'Your Web Guy' Tichawangana is an entrepreneur, web developer, and writer. He is the founder of Artist Dynamix, a digital marketing agency based in Amherst MA, which helps businesses and creative entrepreneurs take off & fly. Artist Dynamix specializes in website development & management and search engine optimization. The agency's projects include Inc413, Valley of Writers, and Literary Massachusetts. When you see him put his hand up, he is reaching for the sky.
