Digital divide: Can personal shoppers unlock e-commerce for SA's townships and rural areas?

AS SOUTH Africa grapples with an unemployment rate at 32.9%, young people are responding not with resignation, but with innovation. One of the most promising shifts emerging in the digital economy is the rise of personal shoppers — a model that is quietly reshaping the face of e-commerce across the country. Traditionally viewed as a premium or niche service, personal shopping is evolving into a powerful bridge between formal retail and underserved markets.

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Defined by SME South Africa as individuals who buy goods and services on behalf of others, personal shoppers are increasingly filling critical gaps in access, logistics, and digital literacy —particularly for consumers in townships and rural areas.

Entrepreneurs like Jabulile Ngcobo, widely known as The Joburg Runner, exemplify this trend. Using platforms like WhatsApp and Instagram, she facilitates shopping experiences for customers who want products from Johannesburg's inner-city stores but cannot access them directly due to geographic, digital, or safety barriers. This is more than a retail service — it is a reimagining of access, powered by hustle, trust, and tech.

Recent research by Mxunyelwa and Vallabh (2025) identifies key structural barriers that limit entrepreneurial participation in the digital economy: limited government support, poor education, and high digital illiteracy — all of which are compounded in rural and township contexts.

The personal shopper model directly addresses these challenges by lowering the digital entry threshold. It enables entrepreneurs to earn without needing complex tech infrastructure, while simultaneously helping consumers engage with e-commerce — no app downloads or payment gateways required.