Michael Brian Farai Chiwoza
IN the bustling heart of Harare, the capital city of Zimbabwe, a quiet retail revolution is taking place.
Once dominated by traditional brick-and-mortar stores, Zimbabwe’s retail landscape is now being transformed by the rapid rise of e-commerce and the “click and collect” model.
The click-and-collect phenomenon, where customers order goods online and then pick them up from a convenient physical location, has gained significant traction in Zimbabwe over the past few years.
This hybrid approach to shopping combines the convenience of online browsing and ordering with the instant gratification of in-person pickup, and it is rapidly changing the way Zimbabweans consume goods and services.
The growth of e-commerce in Zimbabwe can be attributed to a confluence of factors, including the widespread adoption of smartphones, improved internet connectivity and the increasing comfort of consumers with digital transactions.
According to a recent industry report, Zimbabwe’s e-commerce market is expected to grow by over 25 percent annually, reaching a value of US$1,2 billion by 2025.
For retailers, the click-and-collect model offers a range of benefits.
By allowing customers to pick up their purchases in person, businesses can reduce costly last-mile delivery expenses and minimise the risk of lost or damaged goods.
Additionally, the in-store pickup creates an opportunity for impulse purchases and cross-selling, as customers often browse the physical store while they are there.
The rise of click and collect has also had a profound impact on the physical retail landscape in Zimbabwe.
As more consumers shift their shopping habits online, traditional brick-and-mortar stores are being forced to adapt and evolve.
Some retailers have even gone so far as to create dedicated click-and-collect zones within their stores, complete with designated parking spaces and streamlined pickup procedures.
This hybrid approach allows them to maintain a physical presence while catering to the growing demand for e-commerce convenience.
The rise of click and collect has also opened up new opportunities for entrepreneurs and startups in Zimbabwe.
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Companies like Zimshop and EcoCash, which offer online marketplaces and digital payment solutions, have experienced rapid growth in recent years as they cater to the changing needs of Zimbabwean consumers.
However, the rapid growth of e-commerce in Zimbabwe has not been without its challenges.
Concerns around cybersecurity, logistics and the digital divide have all emerged as critical issues that need to be addressed.
The digital divide, where some segments of the population lack access to the internet and digital devices, also poses a significant barrier to the widespread adoption of e-commerce.
The Zimbabwean Government and private sector players are working to address this issue through initiatives aimed at improving connectivity and digital literacy.
Despite these challenges, the future of retail in Zimbabwe looks increasingly digital.
As more consumers embrace the convenience and efficiency of click and collect, retailers are being forced to adapt and evolve their business models to stay relevant.
As the sun sets over the bustling streets of Harare, the faint glow of smartphone screens and the hum of delivery vans serve as a testament to the ongoing retail revolution taking place in Zimbabwe.
The era of click and collect has arrived, and it is transforming the way Zimbabweans shop and consume.
*Michael Brian Farai Chiwoza is a consultant at Pique Squid Consultanty. Feedback: www.piquesquid.com / 00263786526527
