Township E-commerce and Online Shopper Trends: 2024 Township CX Report

The township economy, or kasi economy, has been a growing force, but e-commerce platforms still face major hurdles in capturing this market. In a conversation with Jeremy Maggs, Mongezi Mtati, Senior Brand Strategist at Rogerwilco, revealed the latest insights from the upcoming Township CX Report. Our research partner, Field and Insights Africa, polled 1,600 people from South African townships to help uncover the latest insights.

One of the key issues is the lack of trust in e-commerce sites among township residents. Concerns around fraud and identity theft continue to deter many potential customers. However, progress is being made—especially among younger shoppers, who increasingly appreciate the convenience of e-commerce. These shoppers, typically aged between 20 and 40, have embraced digital tools, but they expect improvements in two key areas: payment options and last-mile delivery. Some brands have started to adapt. For example, SPAR2U’s partnership with township-based Delivery Ka Speed and Takealot’s efforts in the township market are positive steps. Despite these strides, the general perception remains that more can still be done. Township residents who work in areas like Sandton or Green Point experience higher service standards and expect the same level of quality at home.

Interestingly, informal traders and spaza shops are already evolving. Many have adopted WhatsApp as an ordering platform, showcasing the ingenuity and resilience of the kasi economy—something formal retailers could learn from.

For a deeper dive into this conversation, click play below to listen: