“Takealot.com’s mission is to be the most customer-centric online shopping destination in Africa.” This is Takealot in a nutshell, and the e-commerce giant has laid immovable foundations based on a simple concept: the customer comes first. Constant new initiatives, excellent rewards programmes and superlative customer service combine to grow and retain a loyal consumer base, even as other major players awaken to the possibilities the country has in the online retail space.