More township entrepreneurs are embracing digital platforms to market their businesses, connect with customers and increase sales. From food outlets to beauty businesses, many small business owners say technology is helping them reach more people without spending large amounts on traditional advertising.
Martin Khumalo, who operates a kota business next to student accommodation in GaRankuwa, says digital platforms have changed the way he runs his business. He uses WhatsApp to receive orders from students and people living in the surrounding community while also updating customers about daily specials and the variety of products available at his shop.
“WhatsApp has made it much easier for me to operate my business. Customers place their orders before they arrive, and I use my status to advertise specials. It has helped me attract new customers,” says Khumalo.
Although WhatsApp has helped his business grow, Khumalo hopes to expand to platforms such as TikTok to reach even more customers and grow his business further. Digital platforms have also opened opportunities for entrepreneurs in the beauty industry.
Tshepiso Dlamini started by selling products through WhatsApp and other social media platforms before expanding her business to include hair installations and hair revamping services. She says social media has helped her reach more customers, especially students, while allowing her to grow her business.
“People don’t always understand how powerful social media is, but I do. It helps you reach customers quickly and grow your business. I started small, and today I am able to make a living from my business because of digital platforms,” says Dlamini.
She says regularly posting her work online, responding to customer enquiries and sharing updates has helped her build a loyal customer base.
The government has also identified digital innovation and entrepreneurship as important drivers of small business growth.
In March 2026, Cabinet approved the National Entrepreneurship Strategy (NES), which aims to strengthen micro, small and medium-sized enterprises by improving access to technology, innovation, finance and markets.
The government says the strategy is intended to create an environment where entrepreneurs can grow sustainable businesses and contribute to job creation.
For entrepreneurs such as Khumalo and Dlamini, digital platforms are already helping them do exactly that. By using social media to market their products and services, they are reaching new customers, building their brands and growing their businesses without spending large amounts on advertising.
Opportunities and challenges
Digital platforms are creating new opportunities for entrepreneurs to grow their businesses beyond their local communities. Whether selling food, clothing, beauty products or electronics, many small business owners are using platforms such as WhatsApp, Facebook, Instagram and TikTok to advertise their products, interact with customers and increase sales.
Student WhatsApp groups and community Facebook pages have also become popular spaces for entrepreneurs to promote their businesses directly to potential customers. Cabinet has also approved a draft policy aimed at strengthening township and rural economies by increasing market opportunities and supporting sustainable entrepreneurship.
While these policies are expected to benefit small businesses, many township entrepreneurs say challenges such as high data costs, limited internet access and increasing competition online continue to make it difficult to take full advantage of digital opportunities.
As more township entrepreneurs embrace technology, digital platforms are becoming more than just communication tools. They are helping entrepreneurs build businesses, reach new markets and create opportunities for long-term growth in South Africa’s digital economy.
