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Cape Town - Technology start-up IntheCity, which is based in both Germany and the UK, is looking to set up shop in South Africa.
In a move aimed at expanding its online shopping platform and tapping into the lucrative market for big brands among university students and young professionals, InTheCity said its focus will be on savings on big brands.
In most emerging markets, online shopping is still in its infancy among their general population. However, millions of students present an attractive market because they have access to computers and smartphones – gold mines for online retailers.
On the other hand, IntheCity provides an opportunity for brands to win life-long customers at the stage in life when they have disposable income for the first time and are willing to explore and spend on new brands and products.
The shopping platform has already signed up more than 2 500 retailers, including Amazon, Cybercellar, Fab4less, Groupon, Manbox, Mr Price, Superbalist, Spree Stylemology, Rubybox, The Hut, Tripsta, Zando, and Zavvi.
The start-up company is paid a commission by retailers every time a sale is made from customers using its unique voucher code.
IntheCity founder Jason Findley revealed his future plans, saying: “We want to encourage online shopping in emerging markets and build trust with a younger audience to feel good shopping online. We know how many savings are potentially there to be had and want to deliver these to students in a simple way.”
Findley said his company is going to open an office in Cape Town next year and build a small team in South Africa.
IntheCity was founded in January 2013 by Findley and currently provides services in Germany and the UK.
Asked whether there is a market for this platform in South Africa, Findley says: “Where there are students, there’s IntheCity.”
The inspiration behind IntheCity comes from students' experiences of being without adequate cash to buy the latest items of interest as well as needing a little financial help to get through university.
Helping students save money on the things they love
“Our passion is to create a platform for students to save money on the brands and things they love,” said Findley.
“As I previously stated, we are a team of ex-students who have first-hand experience of money struggles, faced with the high price of simple domestic travel and the age-old dilemma of ‘Need vs Wants’, I need to eat but I want to party this weekend. Our dream is that students can do both. We want to put a bit more money in the pockets of the students and make life a little easier during those university years.”
The start-up company aims to launch an IntheCity app within five years to build its fan base, targeting 70% of the student audience in SA.
“We have big plans and see SA as a key market for growth. Online shopping is growing in South Africa and IntheCity will be central to the next generation wave of online growth,” said Findley, adding that the start-up will soon partner with universities to create a core network of evangelists bringing IntheCity to every student in SA.
