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Kasi-Focused Online Shopping Service Coming To Johannesburg

  • 3 min read

Online retailer Yebo Fresh, a Cape Town-based company that delivers food and household goods to households, shops and organisations in the area, announces this week that they have expanded their offering from Cape Town townships to the Kathorus area in Johannesburg. 

According to Trade Intelligence, the township FMCG market is estimated to be worth R158bn, and seen as the new frontier for brands, yet it comes as a surprise that it is massively underserved when it comes to innovative retail solutions such as ecommerce. One proudly kasi brand is hoping to bring innovation to Johannesburg, making shopping easier, faster, safer and cheaper for consumers. 

Yebo Fresh has been growing substantially since starting operations in Imizamo Yethu in the Western Cape in 2018. The company now occupies a 1200 sqm warehouse where over 40 full-time employees work to produce food and grocery orders for residents all over Cape Town. The Johannesburg branch, based at the Airport Industria area, now consists of 10 team members, excluding drivers and marketeers. 

The launch in Johannesburg starts with Katlehong, Vosloorus and Thokoza being the first areas able to place orders. From everyday households to spaza shops and other small businesses, Yebo Fresh will be servicing a plethora of customers. Thabiso Dubazana, Regional Sales Manager, explains the reason for choosing Kathorus as the first area of expansion: “The area has a large population and thousands of spazas stores, however is relatively under served when it comes to retail and delivery options. We believe this is a great starting point for us and we can make the lives of many customers a lot easier.” 

Bongi Mofomate, head of operations, says: “Our ordering, sourcing, picking, packing and delivery processed are underpinned by a suite of sophisticated technology, but for the customer it is as simple as sending a whatsapp message and having their groceries showing up their doorstep at the right place at the right time, as soon as the next day. Having a warehouse-based model and optimised logistics means that we can offer the product at the same price or cheaper than most large stores, delivery included!”    

Expert in township culture, entrepreneur and author GG Alcock believes that Yebo Fresh’s business model is “perfectly timed” to capitalise on large-scale changes in shopper and trader behaviour in an underserved economic sector. 

“Yebo Fresh’s model also utilises local ‘bakkie brigade’ delivery, further enabling it to build locally empowering networks,” explains Alcock. “And let’s not forget the local spaza, food outlets and local caterers whom Yebo Fresh offers a big opportunity to service, enabling the trader to continue trading instead of leaving their outlet to go and stock up themselves.”

With this new expansion, the brand hopes to continue growing and provide Johannesburg with the excellent service received by customers in Cape Town. 

“We are delighted to bring our offering to the Johannesburg market,” says Jessica Boonstra, founder and CEO of Yebo Fresh. “Over recent years South Africa  has seen a great increase in e-commerce and delivery options, and the township market is ready to ride the online wave and reap its benefits. We hope to bridge the gap with our services, and continue to grow along with the communities we work in.”

Shopping at Yebo Fresh is as easy as going to or sending a whatsapp to 0600151751. The orders are packed at the airport-based warehouse and delivered to the customer’s doorstep within 24 to 48 hours. Payment can be done online, or by card upon delivery.