E-commerce start-up sees exponential growth as pandemic forces Zimbabwean shoppers online

As internet connectivity in Zimbabwe has rapidly expanded in recent years, more people are now accessing the web through their smartphones. According to the Postal and Telecommunications Regulation Authority, Zimbabwe’s internet penetration reached 8.6 million subscribers in the first quarter of 2020, about 60 percent of the country’s population.

The steady increase in internet connectivity and the wide use of mobile payment platforms across the country has provided impetus and opportunities for e-commerce and home delivery ventures.

Fresh in a Box, a vegetable sales and delivery start-up, has brought convenience to many Zimbabweans by bringing fresh out-of-the-garden vegetables and other groceries directly to their doorsteps. Fresh in a Box “Vendor in Chief” Kudakwashe Musasiwa said COVID-19-induced restrictions accelerated digital adoption and prompted new shoppers to get online at an unprecedented scale as shoppers sought new safe ways of getting their fresh supplies.

Newsghana.com.gh quoted as Musasiwa saying “We happen to just be at the right place at the right time. All the technologies, social media have converged, mobile money payments in Zimbabwe have become ubiquitous, and so all these things came together at a really perfect time for us to be able to really modernize vending.”

Fresh in a box, according to Musasiwa, merges “agriculture with great technology and great logistics” to bring fresh produce to its customers in an efficient manner. The company’s well-built mobile applications and website has a user interface that makes it easy for customers to place orders and make payments in a hassle-free manner.


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