Shoprite’s Sixty60 Bet Tests Rivals In SA’s Grocery Delivery Rush

South African retailer Shoprite said its Sixty60 on-demand grocery service has surpassed 100 million orders since its 2019 launch, becoming a significant revenue driver for Africa’s largest food retailer. The platform generated USD 1.05 B in revenue during the 2025 financial year.

The service, which now contributes significantly to Shoprite’s total sales of ZAR 256.7 B (USD 14.8 B), represents a successful digital transformation case for the traditional retailer. The company revealed the platform’s revenue grew 47.7% year-on-year, outpacing overall sales growth of 8.6%.

The rapid scaling was enabled by an early partnership with local technology startup Zulzi, which developed and continues to operate the platform’s technology. Shoprite invested ZAR 30 M (USD 1.7 M) for a 26% stake in Zulzi after the startup delivered the Sixty60 platform within six months, according to company statements.

The service has expanded to 694 store locations across South Africa and has been downloaded over seven million times, with active customers growing 27% year-on-year. The platform’s operational metrics show 94.0% on-time delivery and 96.8% order fulfilment rates, according to the company’s latest annual report.

Shoprite’s digital strategy leverages its extensive customer data through the Xtra Savings loyalty programme, which has 33 million members and contributes to 88% of the company’s merchandise sales. The retailer’s digital innovation unit, ShopriteX, monetises this data by selling insights to suppliers, generating ZAR 647 M (USD 37.3 M) in marketing and media revenue – a 37% year-on-year increase.

The growth of Sixty60 has reshaped South Africa’s competitive grocery delivery landscape, where it now holds an estimated 80% market share. This has put pressure on competitors, including Mr D, Woolworths’ Dash, and Uber Eats, which recently expanded its partnership with SPAR.

Shoprite plans to continue its digital investment with ZAR 7.9 B (USD 455.7 M) earmarked for capital expenditure in the 2026 financial year. Chief Financial Officer Anton de Bruyn said these funds would accelerate investment in digital and data-led activities as the company continues building its omnichannel retail platform.

The company’s strategy focuses on integrating digital and physical retail, with data showing customers who shop both online and in-store spend 3.8 times more than those who only visit brick-and-mortar locations. Shoprite’s extensive store network places it within five kilometres of 85% of South African households, providing a competitive advantage in the rapidly evolving grocery delivery market.