It’s midnight in Johannesburg, and with a simple tap on a smartphone, a loaf of bread or a missing ingredient arrives at the doorstep. Convenience, once considered a luxury, has become a relentless economic engine—driving demand, reshaping industries, and unlocking new avenues for growth in a world that truly never sleeps.
Consumer spending patterns clearly demonstrate that convenience has become a central economic force. According to Euromonitor International, over half of respondents in their 2023 Voice of the Consumer survey stated that having time for themselves is a top priority, and they’re increasingly willing to pay premiums for services that save them time and effort.
This economic valuation of time has created entirely new revenue streams. Between 2017 and 2022, per capita spending on convenience-related products and services grew by an average of 24% annually. This represents a substantial shift in economic activity toward businesses that prioritise accessibility and immediacy.
Convenience culture isn’t a trend—it’s reshaping the future of grocery and retail. This shift toward immediacy and accessibility is generating measurable economic benefits, from job creation to innovation acceleration, reshaping our economic landscape in profound ways.
Empowering flexible work and entrepreneurship
In South Africa, the gig economy has opened new pathways to income and entrepreneurship, especially in a labour market where formal employment opportunities remain limited. By offering flexible, app-based work, platforms have enabled thousands to earn on their own terms – working around studies, childcare, or other responsibilities, and tapping into income during off-peak or late-night hours.
This structure underpins the growing convenience economy, where a tap on a smartphone can summon groceries or meals at midnight. It’s a shift that’s turning flexibility into economic opportunity. For workers, it means accessible income without the traditional barriers of capital or qualifications. For businesses, it means agile workforces that scale with demand, lowering overheads while delivering the 24/7 convenience South African consumers increasingly expect.
Convenience drives innovation
The demand for convenience has become a powerful catalyst for innovation, particularly in retail and grocery. Companies are developing sophisticated logistics networks, inventory management systems, and fulfilment technologies that drive economic growth beyond the immediate service provided.
These innovations create ripple effects throughout the economy. For example, the demand for access to food and groceries later at night enabled Uber Eats to deliver groceries until midnight, creating new late-night economic activity that generates revenue during previously dormant hours. And, as retailers adapt to meet the demand for late-night groceries, they’re refining inventory practices, logistics operations, and customer engagement strategies. This innovation extends to product differentiation, purchase methods, and payment systems — changes that reshape entire business models. Essentially, meeting the need for convenience is reshaping how South Africans experience late-night convenience and how retailers adapt to consumers’ changing expectations — hyper-fast, hyper-local, and always on.
Small businesses and entrepreneurs are using digital tools like e-commerce, digital finance, and AI to compete in the convenience economy and reach new markets. These platforms are expanding economic opportunity by connecting underserved areas and removing traditional barriers to commerce. As a result, convenience-driven innovation is helping build more inclusive, resilient, and diverse economic ecosystems.
Sustainability and smart growth in the age of on-demand services
As markets evolve, businesses should position themselves to gain a competitive advantage by thoughtfully balancing convenience with responsibility.
Committing to responsible growth practices, rather than pursuing convenience at any cost, such as optimised delivery routes, demand-based inventory management to reduce waste, and resource-efficient systems can help to balance immediate consumer satisfaction with environmental stewardship. The path forward shouldn’t involve choosing between convenience and responsibility, but rather developing innovative solutions that deliver both simultaneously while contributing to more stable, sustainable economic systems.
As we look ahead, the economic impacts of convenience culture will continue to evolve and expand. The convenience economy isn’t simply changing consumer behaviour — it’s fundamentally restructuring economic relationships, reshaping participation in the economy and unlocking value where it didn’t exist before.
To keep pace with this transformation, our industry must embrace the agility that today’s convenience economy demands. It’s no longer enough to meet consumers where they are — we must anticipate where they’re going. That means rethinking delivery models, investing in inclusive technology, and building infrastructure that’s as dynamic as the people we serve. If we want to unlock the full economic potential of convenience culture, we must be willing to move as fast as the world around us — responsibly, inclusively, and with relentless innovation.
Editor’s Note:
Written by Cikida Gcali-Mabusela. Gcali-Mabusela is the General Manager for Grocery & Retail at Uber Eats Sub-Saharan Africa. In this role, she is at the forefront of transforming the platform into a comprehensive “Virtual Mall of Africa,” driving innovation and expanding access to essential goods across the continent. Her strategic vision has been instrumental in scaling Uber Eats’ non-restaurant offerings, demonstrating a keen understanding of leveraging technology to address local market needs and enhance consumer convenience.
