By Azwidohwi Mamphiswana
Freelance platforms and social media are fuelling a new wave of entrepreneurship in South Africa, with gig workers using digital tools to build sustainable businesses. From Bolt drivers expanding into fleet owners to beauty professionals leveraging TikTok for bookings, many are shifting from gig work to small business ownership. Johannesburg-based Bolt driver Thabo Mthembu is one such entrepreneur. What started as a way to earn a living turned into a growing business. “I joined Bolt with just one car, but I realised I could earn more if I added more vehicles,” he told Vutivi News. “Now, I manage four drivers under my name.”
Mthembu sees his Bolt business as more than just a job; it’s a growing brand. “The key is learning how to run a business, not just drive,” he explained, adding that managing other drivers and scaling his operation has been a valuable lesson in entrepreneurship. For independent beauty professionals, social media is proving to be a game-changer. Lerato Nkosi, a nail technician from Pretoria, has built her business using TikTok. “I post videos of my work, and that’s where most of my customers come from,” she said. “They message me directly on TikTok to book mobile appointments.”
Nkosi said traditional salons no longer appealed to her because social media gave her more control over her bookings and customer base. “Social media lets me reach a wider audience, and my clients feel more connected to me,” Nkosi, who works from home, added. Gig work is also helping students make ends meet.
Thabang Mashile, who studies at the Tshwane University of Technology, said platforms like Mr. D Food provided a reliable income without requiring formal qualifications. “I used Mr. D Food as a freelance job while I was studying because it has flexible working hours,” he said. “I was paying my rent, food, insurance, and data with this freelance job. Freelance jobs like this are the best because they don’t require any vital skills from school —just a driver’s licence and you’re employed.” Mashile said. “It’s the perfect job for students because of the flexibility it offers.”
According to the SA United Employers Association, the gig economy is reshaping how South Africans work, with over 30% of employed individuals now engaged in non-traditional employment forms. The rise of digital platforms has given gig workers access to new income streams, making freelancing a viable career path for many. The Insurance Sector Education and Training Authority highlights that gig work, from Bolt drivers to freelance designers, offers much-needed flexibility in an economy burdened by high unemployment. It has also connected South African gig entrepreneurs with global companies, opening doors to international markets and increasing earning potential.
Despite the opportunities, gig workers still face financial instability. Sipho Dlamini, a freelance graphic designer, said his income fluctuates. “Some months I have a lot of work, and other times it’s quiet,” he said. “I’ve had to learn how to budget and market myself constantly to keep a steady stream of clients,” Dlamini emphasised the importance of self-discipline and planning. “It’s not a traditional job where you get paid regularly. You have to be proactive, find your clients, and be prepared for lean months,” he added. Some gig workers are also reinvesting their earnings. Mthembu said he has been able to save and buy additional cars to increase his income. “At first, I was just working to survive, but now I’m thinking of ways to expand,” he said. Similarly, Nkosi has started selling nail products online in addition to her mobile services.
