Santa Cruz native Noah Mitnick, 19, is developing a new shopping app that could make it easier for residents to support local businesses without sacrificing the convenience of online shopping.
His platform, Melo, brings inventory from independent Santa Cruz retailers into one place, allowing customers to see what's available locally before heading to a store.
According to a November 4 profile in Good Times, Melo began beta testing this summer with 12 participating stores and more than 20,000 products. Businesses pay a flat $25 fee to join. Mitnick hopes to expand to 100 stores and 100,000 products by the end of 2026.
The idea grew out of Mitnick's work with the Ziva Mitnick Foundation, which he founded in memory of his younger sister, who died of leukemia. Through the foundation, Mitnick frequently purchased toys and gifts from local retailers for children facing serious illnesses. Those visits exposed a problem: shoppers often turn to Amazon without realizing the products they want are available nearby.
Melo is still being refined ahead of its official launch. For local retailers, its success will depend on whether it can make online shopping convenient enough to compete with larger platforms.
Read the full story: Noah Mitnick's Melo App Keeps Santa Cruz Shopping Local, Good Times