- Smollan has acquired South Africa’s Yebo Fresh to enhance township retail infrastructure.
- The move taps into underserved township markets, aligning with digital and inclusive growth trends.
- Yebo Fresh’s success could inspire similar ventures across Africa and the MENA region.
What’s the Story? Smollan Acquires Yebo Fresh
Smollan, a global leader in retail solutions, has announced its acquisition of South African e-commerce startup Yebo Fresh, marking a pivotal moment in the retail sector. Smollan’s expertise in retail execution, tech-driven solutions, and its extensive network of partnerships set the stage for a transformative collaboration.
Yebo Fresh, launched in 2018, focuses on providing groceries and essential products to underserved township communities across South Africa. Its direct-to-consumer model bypasses traditional supply chain barriers, offering fast, reliable service.
“We’re on a mission to make it easier for local retailers to stock up on what they need, grow their businesses, and uplift their communities. Partnering with Smollan accelerates our ability to bring value to township businesses, making a real impact on the ground.”
Jessica Boonstra, Yebo Fresh CEO and Founder
This technology-supported business model has earned it a loyal customer base and a competitive edge over rivals like Shoprite and Pick n Pay. The acquisition aligns with Smollan’s goal of driving innovation and improving retail infrastructure in developing markets, and South Africa’s call to digitize local businesses and improve supply chain inclusivity.
Disrupting Retail and Empowering Communities
This acquisition signifies a shift in South Africa’s e-commerce dynamics. With township communities accounting for nearly 60% of South Africa’s population, the acquisition taps into an underserved yet economically vibrant demographic.
Yebo Fresh’s growth underscores the increasing viability of township-focused e-commerce. The startup has reported a 300% increase in its customer base since 2020, proving the resilience of its model. By leveraging Smollan’s extensive infrastructure, Yebo Fresh is poised to disrupt traditional retail models, bringing more affordable and accessible goods to township communities.
A Blueprint for Inclusive Growth
The deal holds promise for broader social and economic impact. Yebo Fresh plans to scale its operations and expand its reach, potentially creating thousands of jobs within township communities. With Smollan’s backing, it also aims to introduce data-driven innovations, improving supply chain transparency and efficiency.
“By leveraging Yebo Fresh’s digital innovations alongside our operational and commercial strength, we’re creating new pathways for growth in township economies while helping brands succeed in this critical market segment. Together, we’re building a sustainable model that benefits businesses and consumers alike in underserved markets.”
Dave Little, Smollan Client Executive
This move also reflects a broader global trend where established retail giants collaborate with innovative startups to penetrate niche markets. In Smollan’s case, its investment highlights confidence in Yebo Fresh’s growth potential and its ability to set new industry standards.
If you see something out of place or would like to contribute to this story, check out our Ethics and Policy section.