Every day, ecommerce quietly threads itself through South African life.
The parent buying a school uniform between meetings, the small business owner reaching customers three provinces away, the side hustler turning a weekend skill into a second income.
Behind those everyday moments is technology. But increasingly, the people shaping that technology are bringing something equally valuable: lived experience.
At Bob, one of SA’s most established ecommerce businesses, women are helping design, build, test and support the platforms that millions of South Africans rely on every day. They are technologists, entrepreneurs, mothers, shoppers and sellers themselves, and those real-world experiences are influencing how ecommerce evolves.
From leadership and software development to customer success and quality assurance, each brings a different perspective. Together, they are helping ensure ecommerce isn’t simply built around technology, but around the people who use it.
They are South Africans, tech leaders, mothers, entrepreneurs, shoppers and sellers themselves, and it is that lived experience that is quietly shaping how millions of people across the country buy, sell and build a livelihood online, every single day.
Technology is only valuable if it creates opportunity
For Anita Erasmus, Bob’s CEO Designate and technology leader, ecommerce has never been about software alone.
“Ecommerce has never been about the technology itself. Technology is simply the tool,” says Anita. “What makes ecommerce meaningful is the opportunities it creates for people, whether that’s a customer receiving something they need or a small business owner growing their business.”
She sees that opportunity as part of a bigger picture: “South Africa has no shortage of entrepreneurs and people willing to work hard. Ecommerce gives people access to opportunities that may not have existed before, and it is playing an important role in creating jobs and economic growth.”
Designing technology from both sides of the screen
Few people understand ecommerce quite like Maricelle Immelman.
As an App Developer at Bob Shop, she helps build the platform. As a Bob Shop seller herself, she also experiences it from the other side too, using the same tools and systems as thousands of merchants across the country.
“I’ve always been keen on online shopping, so I could intuitively think through flows and features from a buyer’s perspective,” she explains. “Becoming a seller myself has allowed me to also genuinely understand the needs on the seller’s side of our platform, from the tools that sellers actually use to prioritising issues when capacity is limited.”
That hands-on experience has also shown her how daunting it can be to start selling online, having to cover upfront costs and be fully tax-compliant before a single sale is made. “This is where platforms like Bob Shop shine: every piece is already in place, and you don’t pay a cent until the orders start flowing in.”
Her advice for sellers is refreshingly simple: invest in good-quality product images, create well-written and clear listings, and focus on building strong seller ratings. These fundamentals go much further than most people think.
Behind every online store is a personal story
Helping those businesses grow is Nikki Pieterse, Bob’s Client Success Manager, whose role extends well beyond technology.
“South African sellers need reliable technology that simplifies their busy lives, and a partner that genuinely understands the realities of running a business,” she says.
Whether helping merchants reduce shipping costs, optimise warehouse operations or improving fulfilment processes, she sees every solution as supporting something bigger.
“Behind every online store is a personal story,” explains Nikki. “People don’t start businesses simply to make money. They start them to create freedom, support their families, or build something they can be proud of.”
For Nikki, that understanding of personal stories is not abstract. Bob has shaped her own life in a way she could never have predicted when she first joined the business. It is where she met the man who would become her husband, and today they are married and raising their son.
“For us at Bob, work isn’t just about shipments and transactions. It’s about people, relationships, and the opportunities that shape our lives.”
Reliability isn’t just technical, it’s personal
For Michellene Opperman, Bob’s Quality Assurance Officer and mother of four, delivering a seamless online shopping experience is about far more than systems working correctly.
“People using Bob deserve an experience that feels intuitive and supportive,” she says. “I look at attention to detail through two lenses: operational precision and emotional intelligence. On the technical side, I track numbers and timing to ensure no one is left waiting, and make sure the reliability is there. On the human side, I coach our support teams to bring human connection back into the equation so online shopping feels less transactional.”
Running a busy household has given Michellene a practical understanding of why reliability matters.
“Time is my most valuable currency. Like most Moms, there is absolutely no room for error,” she says. “Seamlessly delivered fresh produce or last-minute school supplies isn’t just a convenience for our shoppers, it’s a necessity. When we consistently provide a great experience, we build trust and guarantee our shoppers will return happy.”
Building technology that understands people
The future of ecommerce in South Africa will undoubtedly be driven by advances in technology, but it will also be shaped by people who understand people: the realities of modern life, the pressures of running a business, the demands of family life, and the importance of creating opportunities for others.
“At Bob, we are proud that many of the people helping shape that future are exceptional women, in an industry where leadership remains predominantly male,” concludes Anita. “But what matters most isn’t simply representation. It is the different perspectives these women bring every day. Those perspectives help us build technology that works better for the millions of South Africans who rely on ecommerce to buy, sell and grow their businesses.”