eCommerce Within the Tourism Industry in the Global South: The Case of the Sharing Economy in South Africa

The emergence of the sharing economy is a reflection of the power of the internet to change the way of life and how the world of business has been changed. eCommerce has increased in intensity as peer-to-peer transactions and the sharing economy have increased by the sheer number of transactions ignited by the internet, smartphone penetration and the availability of wifi. The tourism industry has been a partner to the sharing economy and supported lifestyle entrepreneurship which is associated with the sharing economy. The paucity of public transport led to Uber emerging as a substitute and this this led to mode switching. Mode switching attracted competitors, and intense competition led to the entry of Bolt in South Africa. Sharing economy companies have evolved to deliver food services, responding to changing consumer needs in South Africa. Airbnb is well entrenched in South Africa, and the need to involve the previously disadvantaged groups as entrepreneurs led to the establishment of Airbnb Africa Academy that trains entrepreneurs to become successful business people. The future of mobility which would drive ecommerce will be defined by urban mobility in the sky, and poses challenges for regulators.