Takealot Group, South Africa’s leading e-commerce company and a subsidiary of global tech investor Naspers, is transforming its food delivery platform Mr D into a full-fledged on-demand convenience marketplace. The move is part of a broader strategy to stay competitive in an increasingly crowded e-commerce landscape, especially following the entry of Amazon into the South African market.
Originally focused on restaurant food delivery, Mr D began its pivot during the COVID-19 pandemic, when lockdowns disrupted the restaurant industry. What began as a survival strategy has now evolved into a long-term growth plan aimed at meeting rising consumer demand for speed, convenience, and variety.
“We’re betting big on Mr D to lead our next phase of growth,” said Frederik Zietsman, CEO of Takealot Group. “Consumers want immediacy, and we’re building the infrastructure to deliver that.”
Mr D is now delivering more than just meals. The platform has begun offering pet supplies, including specialty pet food, as one of its fastest-growing categories. Zietsman emphasized that this is just the beginning, with plans to aggressively expand into other high-frequency, high-demand segments.
In a recent partnership with Toy Kingdom, Mr D activated 24 stores nationwide to enable on-demand toy delivery. This collaboration reflects a broader strategy to partner with established retail brands that lack the logistics and digital infrastructure to offer rapid delivery themselves.
“We’re looking at categories where on-demand really matters—DIY, pharmacy, sports, baby products,” Zietsman explained. “These are areas where convenience is not just a luxury, but a necessity.”
While food delivery remains a core part of Mr D’s offering, the company is working toward a more balanced portfolio. Currently, 70% of Mr D’s orders are food-related, with a significant portion of that coming from its grocery delivery partnership with Pick n Pay. However, the goal is to achieve a 50-50 split between food and non-food categories within the next five years.
This diversification is essential as Mr D faces stiff competition from both international players like Amazon and Uber Eats, and local rivals such as Shoprite’s Checkers Sixty60 and Pick n Pay asap.
Zietsman highlighted that Mr D’s evolution is underpinned by a scalable logistics and technology platform capable of supporting a wide range of product categories. By leveraging its existing delivery network and customer base, the company is well-positioned to become a one-stop convenience platform for South African consumers.
We’re not just delivering food anymore—we’re delivering convenience.
Frederik Zietsman, CEO of Takealot Group
