Rwandan online start-up makes grocery shopping easy

Grocery shopping in Rwanda is undergoing a digital transformation with the emergence of GroceWheels, an online grocery delivery service that is making it convenient for citizens to receive their essential items right at their doorsteps. In a recent interview with CNBC Africa, Gael Murara, the CEO of GroceWheels, shed light on the inspiration behind the innovative platform and its potential for regional expansion. Murara explained that the idea for GroceWheels stemmed from his observation of people sending house workers or relatives to purchase groceries, leading him to realize the opportunity to streamline the process and make it more cost-effective and efficient. Additionally, his experience of the price disparities between Kigali and the up-country regions further fueled his vision of bringing people closer through a centralized delivery service. Despite challenges with internet penetration in East Africa, with just 9% in Rwanda as per the World Bank's 2014 estimates, GroceWheels has managed to adapt by offering offline ordering options alongside its website, which accounts for 70-75% of their orders. This hybrid approach has been well-received by customers, who appreciate the convenience of online shopping coupled with the familiarity of traditional ordering methods. In terms of scalability, Murara emphasized the advantage of operating in a smaller country like Rwanda, where gradual growth allows for better management of increasing demand. By entering the B2B market, GroceWheels is able to forecast demands more accurately and ensure efficient handling of orders. Looking ahead, the company aims to build a platform and system that can be easily replicated in other cities in Africa, highlighting their commitment to sustainable expansion. With a focus on reaching rural areas and connecting directly with farmers, GroceWheels aims to eliminate middlemen and establish a cooperative model that benefits both producers and consumers. By fostering a direct relationship between farmers and the market, the platform seeks to add value to the supply chain and promote fair trade practices. Overall, GroceWheels' vision of revolutionizing the grocery shopping experience in Rwanda with a customer-centric approach and a focus on sustainable growth is poised to make a significant impact in the electronic retail space.