Small Business Spotlight: Sweet Thrills

Founded in 1998 on Roncesvalles Avenue, Sweet Thrills has grown alongside the Toronto community for more than 25 years. What began with a simple idea: bring a little joy to everyday life through candy has expanded into a multi-category retail destination offering board games, puzzles, STEM toys, trading cards, balloons, and seasonal products. It has become the kind of place where generations overlap, with parents returning alongside their own kids, sharing both old favourites and new discoveries. Sweet Thrills remains a joyful neighbourhood landmark. It’s not just a candy store—it’s a place for connection, celebration, and imagination.

Since 2019, Sweet Thrills has been participating in Digital Main Street programs on an ongoing basis, including the ShopHERE Program, the Canadian Digital Adoption Program (CDAP), and working with the Digital Service Squad at different stages over the years. Each program supported the business at a time when digital tools and online presence were becoming increasingly important for staying connected with the community.

Reflecting on the experience, owner Marianna Racco shares, “The experience was extremely positive and practical. Through these programs, Sweet Thrills was able to overcome several digital roadblocks—most notably improving its website, strengthening local SEO, setting up and optimizing eCommerce and online listings, and gaining a clearer understanding of digital marketing tools. The one-on-one support made it easier to tackle tasks that might otherwise have felt overwhelming or time-consuming for a small business.”

A major area of impact was optimizing the Sweet Thrills website for search engines. As Marianna explains, “By improving site structure, on-page SEO, and local search visibility, the store became easier for customers to find online—especially those searching for candy, gifts, or activities in the Roncesvalles and Toronto area. This increased organic traffic and helped turn online searches into in-store visits and online orders.”

The business also refined its Shopify experience to create a more seamless checkout process and strengthen day-to-day operations. “Simplifying navigation, reducing friction at checkout, and ensuring the site worked smoothly across devices helped improve conversions and customer satisfaction. Alongside this, learning how to better maintain the Shopify store—such as keeping products updated, managing inventory, and monitoring site performance—made day-to-day operations more efficient.”

Overall, the long-term support helped Sweet Thrills approach digital adoption strategically. “Overall, participating in Digital Main Street helped Sweet Thrills build confidence in using digital tools and adapt to changing customer expectations. The ongoing nature of the support meant the business could evolve its digital presence over time, rather than treating it as a one-off project, making a meaningful long-term impact on visibility, operations, and customer engagement.”

Looking ahead, the business is focused on continuing to strengthen its digital foundation. “A key priority is improving the overall quality of the website, with a strong focus on making it more polished, informative, and engaging for customers. This includes upgrading the design and functionality of product pages so they better showcase items, clearly communicate value, and make it easier for customers to browse and buy online with confidence.”

Another upcoming goal is expanding its offerings. “Another exciting goal is implementing ice cream at the right time and in the right way. This means ensuring the digital side is fully ready before launch—accurate product listings, clear seasonal messaging, smooth ordering or pickup options, and strong local visibility—so the in-store experience and the online experience feel seamlessly connected.”

With a strengthened digital strategy in place, Sweet Thrills continues to evolve while maintaining its longstanding presence in Toronto’s Roncesvalles community.

To get yourself a taste of some sweet treats, you can visit the Sweet Thrills website. 

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