Infuriating, isn’t it, when you buy groceries and then see them cheaper at the next shop? Thanks to two young Stellenbosch entrepreneurs, such experiences can be history. JERALDENE MENON found out how.
THERE’S SOMETHING ABOUT Stellenbosch that sparks entrepreneurship. Maybe it’s the culture of curiosity or the way people here are constantly creating and building. Students turn hobbies into startup ventures; academics commercialise ground- breaking research that has the power to impact thousands of lives.
This is exactly how EasiShop began: two curious students from Stellenbosch University (SU), a programming project and a simple goal to save money on groceries.
Officially launched in May 2025, EasiShop is a fast-growing digital platform that helps find the best prices for groceries by comparing prices across various retailers, making it easier than ever to shop smart in an economy where every rand counts.
Tinashe Madanire, a BCom student from the Economic and Management Science Faculty at SU with a background in programming, started building a tool to compare grocery prices in the vicinity. It was a personal project and a practical tool that aimed to solve an everyday problem.
“It was really just a challenge for myself at first,” says Tinashe. “But the more I worked on it, the more I realised that this could actually help other people. I shared it with a few friends and family and the response was immediate.”
That spark of encouragement was enough to get the wheels turning. Soon Tinashe was joined by co-founder Tendai Katiyo, also a BCom student at SU, who saw the bigger picture – that this wasn’t just a useful tool; it could become a business with real impact.
“Tendai brought a fresh perspective and believed in the vision,” says Tinashe. “We both saw that EasiShop could be more than a price comparison tool; it could help people feel empowered about their everyday purchases.”
Tinashe’s natural aptitude for entrepreneurship runs deep. Originally from Zimbabwe, he moved to South Africa in Grade 5 and grew up watching his parents build small businesses alongside their full-time jobs.
“My parents always had something going on the side,” he explains. “From them, I learnt to be resourceful, to work hard and to always look for ways to stretch every rand.” That firm foundation, paired with the energy and ecosystem of Stellenbosch, has created the perfect space for a side project to evolve into something greater.
“There’s something about Stellenbosch that makes you want to build,” says Tinashe. “The student community, the innovation spaces, the other entrepreneurs. It’s honestly like being surrounded by people who believe in creating something out of nothing.”
Getting users wasn’t easy at first. The duo spent a significant amount of time convincing people to try yet another new app and then getting them to share feedback. It took time, persistence and a lot of listening.
“We had to figure out how to communicate our offering very clearly,” says Tinashe. “Tendai played a big role in helping to shape our brand, marketing and overall user experience.”
The team leaned into social media to build momentum at the beginning of 2025. They launched their Instagram account in April 2025 and began creating relatable, informative content. The results were staggering. In less than a month of launching, they hit 2 100 registered users. After launching on socials, EasiShop easily reached 4 000+ followers on Instagram, with TikTok proving to be another major growth channel.
“The feedback we get from users has been incredibly motivating. People are telling us how much they are saving and how useful the app is to their lives. That lets us know we are solving a real problem.”
EasiShop has a simple mission, but the duo’s vision is bold. “Eventually, we want users to be able to shop across all the listed retailers and get one delivery package at their door,” says Tinashe. “That’s the long-term goal: to create a one-stop, affordable grocery shopping solution.”
In the short term, the team is focusing on three things:
- Building partnerships with retailers to unlock greater value for both users and stores.
- Launching a WhatsApp integration tool to make EasiShop more accessible for all users.
- Refining the app constantly, based on real-time feedback.
- When asked what advice he’d give to other young entrepreneurs, Tinashe is quick to respond.
“Just start. That’s the best advice I can give. You don’t need the perfect plan or full funding. If you have an idea, work on it. Speak to people, test it out and let it grow from there. Even something small can turn into something meaningful.”
EasiShop is proof that a successful business idea can start anywhere, even on a laptop in a student residence. With grit, purpose and a clear sense of their target audience, Tinashe and Tendai are showing just how far one simple idea can go. V