Online Groceries Service still lagging in Zimbabwe

 Online Groceries Service still lagging in Zimbabwe

Online groceries service still lagging in Zimbabwe.

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Most Zimbabwean consumers are still purchasing groceries from traditional brick and mortar grocery stores which appears to be lagging in online grocery retailing, although it has a well-developed and competitive retail market. Digital marketing expert Mr. Fredrick Sunhwa assert that Zimbabwe ’s online grocery market is still at an infancy stage.

‘The online grocery market is close to two decades in Zimbabwe since its inception in 2000.  2%’’. He said Sunhwa stresses that there is high uncertainty about technology, Internet adoption and consumer preferences.

“There is a need to understand the effects of computer-mediated shopping environments. “he added

Another Retail operator and public relation manager Mr. Elvis Karambakuwa also affirms that the increase in business to consumer (B2C) electronic commerce (e-commerce) has necessitated the need to understand consumer adoption of online shopping channels. “There is a limited understanding of the factors that influence consumers’ behavioral intention to adopt Online Groceries Service (OGS).

“To effectively market and grow online grocery retailing, there is a need to understand factors that influence consumers’ intention to adopt Online Groceries Service (OGS)”. He said Sunhwa said he is conducting a research study aimed to determine factors that influence consumers’ behavioral intention to adopt Online Groceries Service (OGS) in major cities in Zimbabwe.

‘The findings should help e-marketers and online grocery retail managers to craft marketing communication strategies that can improve adoption of Online Groceries Service (OGS). “This empirical research study is also a resource to the body of knowledge and academia, with a Zimbabwe perspective of the Online Groceries Service (OGS). “It is also hoped that beyond the likelihood of providing some guidelines on Zimbabwe consumer behavior, it is anticipated that this study will stimulate a new interest in online grocery retailing researches.’’ He said

The retailers see benefits of e-commerce are immense in lockdown, this trading platform enables organisations to access and serve markets that were previously inaccessible through traditional commerce methods In concurrence, Mr. Karambakuwa postulates that e-commerce enhances both small and bigger enterprises to sell their merchandise and services to geographically dispersed consumers.

Supporting these views, retailer’s association of Zimbabwe  said ICT technologies improve companies’ access to vast information which enhances their abilities to successfully serve both new and existing markets.

“The information accessed is useful in crafting a global competitive advantage, for example, in Zimbabwe, e-commerce enabled small enterprises to improve customer service, increase market growth and establish new target markets, while in other countries e-commerce improved business efficient and increased revenue growth”. He said“In this era  of COVID19 e-commerce improves productivity, reduces costs and also enhances flexibility in organisations, attributes e-commerce to the emergence and sustainability of SMEs in Zimbabwe.’’ he added

The retailers in Zimbabwe cannot survive without an online presence despite the slow uptake since it has been discovered that the marketing and operational effects of e-commerce have a significant impact on organizational performance.

Chen Williams

A young Energetic communication expert with an unrivaled ability to understand how to pitch stories objectively for financial publications and the Arts. Passionate about business, the youth in agriculture, video editing, photography, and music production.

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