Convenience as a catalyst: SA's on-demand culture redefines local retail

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This shift is giving rise to a new “convenience culture,” where digital platforms and local retailers are reimagining accessibility and redefining the customer experience.

The rise of the convenience-first consumer

Time has become the modern shopper’s most valuable asset. South Africans increasingly prefer solutions that save time and fit effortlessly into their daily routines.

According to McKinsey, 63% of delivery app users cite convenience as the main reason for choosing online ordering.

Alex Troughton, Uber's regional general manager of grocery and retail for EMEA and UK, says that over the years, "the Uber Eats app alone has saved consumers more than 12.7 million hours each year."

This allows shoppers to reinvest their time into family, work, and community.

What began as a meal delivery service is rapidly expanding into a broader retail ecosystem.

Uber Eats now delivers everything from groceries to pharmacy goods, positioning itself as a one-stop platform for essential shopping. This expansion reflects a deeper behavioural shift: South Africans want flexibility and immediacy, whether it’s dinner, diapers, or detergent.

Partnerships powering progress

Convenience culture is built on collaboration. Uber Eats’ partnerships with South African retailers, such as Spar and Tops, demonstrate the strength of combining trusted local brands with digital innovation.

More than 275 Spar and Tops stores are already live on the Uber Eats app, with a goal to exceed 800 nationwide, making on-demand retail accessible to millions more consumers.

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These partnerships not only expand reach but also enhance brand loyalty and customer engagement, bridging the gap between brick-and-mortar and mobile-first commerce.

Blake Raubenheimer, omnichannel executive at Spar Southern Africa, notes that the partnership with Uber Eats allows retailers the ability to bring out the personality of their stores.

Economic ripple effects

Beyond convenience, the rise of on-demand retail is driving tangible economic benefits. In 2023, Uber contributed R17bn to the South African economy, equivalent to 3.5% of the transport, storage, and communication sector GDP.

Uber Eats alone generated R1.6bn in additional value for merchants and enabled drivers and delivery people to earn an extra R2.3bn, averaging 57% more than their next-best income alternative.

By empowering independent businesses and unlocking new earning opportunities, convenience culture is proving to be a catalyst for inclusive economic growth.

Retail’s digital growth curve

Although online grocery currently accounts for only 1–2% of South Africa’s FMCG retail, the segment is expanding rapidly — growing over 50% annually since 2019.

Broader online retail is projected to surpass R130bn by 2025, representing around 10% of total retail sales.

This growth trajectory highlights how convenience-driven innovation is accelerating digital adoption across demographics. While 25-44-year-olds remain core users, usage among 45–64-year-olds is rising, signalling that online shopping has entered the mainstream.

Convenience as culture

What started as a new way to shop has evolved into a defining feature of modern retail. Consumers now expect immediacy and integration across every touchpoint; from app to doorstep.

For retailers, this means that convenience is no longer an add-on; it’s a competitive advantage.

Uber Eats’ continued expansion into grocery and retail shows how technology, partnerships, and consumer insight can converge to shape the future of shopping.

As convenience becomes culture, it’s clear that the winners in South African retail will be those who deliver, literally and figuratively, on the promise of making life simpler.

In South Africa’s new retail reality, convenience isn’t just part of the experience. It is the experience.