How Sixty60 Grew During Lockdown: What It Means for SA Consumers

What happened

During South Africa’s Covid-19 lockdown, Shoprite launched Sixty60, an online grocery delivery app promising groceries delivered within 60 minutes. Although the pandemic was unexpected, Shoprite moved quickly to develop Sixty60, tapping into the surge in digital shopping caused by lockdown restrictions.

Sixty60 became a hit among South African consumers, especially those seeking convenience and safety amid social distancing rules. The app’s promise of fast delivery and a wide range of products helped it stand out in an increasingly competitive market.

Why it matters

Before the pandemic, online grocery shopping in South Africa was still limited, with many consumers preferring to shop in person at brick-and-mortar stores. Lockdown changed this dynamic by restricting movement and raising health concerns.

Sixty60 not only met an urgent need but also introduced many South Africans to the convenience of online groceries. Its rapid growth pushed competitors to improve their services, accelerating the digital transformation of the retail sector.

This shift is important because it signals lasting changes in shopping habits that go beyond the pandemic. South Africa’s retail industry is now more digital, offering opportunities for better access to goods and efficient delivery, especially in urban areas.

What this means for South Africans

For everyday consumers, Sixty60 offers a convenient way to get essentials without spending hours at the store or facing long queues. This is especially valuable for busy families, working professionals, and those with limited mobility.

However, the service is mainly concentrated in larger cities where infrastructure supports fast delivery. Rural and smaller town residents may not yet benefit as much, highlighting a digital gap that South Africa still needs to address.

For small business owners, Sixty60's popularity signals that embracing digital tools and delivery options can unlock new revenue streams. Businesses supplying products in partnership with platforms like Sixty60 can reach more customers without needing physical retail space.

Impact on consumers, jobs and small businesses

Consumers benefit from competitive prices, promotions, and the convenience of delivery, but they may also face challenges like delivery fees or limited availability in certain areas.

Regarding jobs, Sixty60 has created opportunities in logistics, warehousing, and delivery services. However, these jobs can be precarious, often classified as gig or contract work with less job security and benefits.

Small businesses that supply products to Shoprite and Sixty60 could experience increased demand, but smaller informal traders might struggle to compete against larger chains now empowered by digital platforms.

Risks and limitations

While Sixty60 has many positives, some risks remain. Over-reliance on digital delivery could marginalize people without smartphones or internet access. Data costs in South Africa are still relatively high, potentially limiting access for lower-income consumers.

Supply chain disruptions, high logistics costs, and urban-centric service areas also challenge the scalability and affordability of rapid delivery. Moreover, as online grocery delivery becomes more popular, environmental concerns such as packaging waste and delivery emissions need attention.

Finally, consumers should be cautious about impulse buying and overspending when using convenient digital platforms. Budgeting remains key even when shopping online.

By understanding these developments and challenges, South Africans—whether consumers, job seekers, or business owners—can better navigate the evolving retail landscape and make informed financial decisions.

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