Most sectors were affected by the COVID-19 pandemic. However, the online food and essential delivery industry has been growing which indicates the resilience and flexibility of this sector. The e-commerce market in South Africa was valued at $4,5 billion and it is estimated that by 2027, the local e-commerce market will reach a value of $7,9 billion.
Furthermore, research conducted by the South African Digital Customer Experience Report 2021 indicated that high shipping costs and unsatisfactory delivery options are the two primary contributors to a brand losing a sale at a virtual checkout.
Given the above, it is evident that technological innovation is one of the key drivers of growth for the online food and essential delivery industry. It is important that startups not only focus on the technological development of their platforms, however, they need to focus on the user experience of it.