In 2023, the Zimbabwean consumer landscape presents a unique set of challenges and opportunities for businesses. Customers have evolved in their preferences and expectations over the years, and as we step into this new era, understanding what Zimbabwean customers want is essential for businesses to thrive. From affordable prices to ethical practices, here’s a comprehensive look at what Zimbabwean customers prioritize in 2023.

Affordable Prices

For many Zimbabwean customers, affordability remains a top priority. The economic challenges faced by the country in recent years have made consumers increasingly price-sensitive. As a result, businesses should strive to offer competitive prices for their products and services. This doesn’t necessarily mean slashing prices to the bare minimum but rather providing good value for money. Discounts, promotions, and loyalty programs can also be effective strategies to attract and retain price-conscious customers.

Quality Products

While affordability is crucial, Zimbabwean customers still want quality. They expect businesses to provide goods and services that meet or exceed their expectations. Investing in quality control and ensuring that products are durable and reliable is essential. Businesses that prioritize quality can build trust and loyalty among their customer base, even if their prices are slightly higher.

Reliable Services

Consistency and reliability in delivering products and services are paramount to building customer trust. Zimbabwean customers have had their share of unreliable service experiences in the past, which has made them appreciative of businesses that consistently deliver on their promises. Whether it’s meeting delivery deadlines, maintaining product availability, or providing reliable after-sales support, businesses that prioritize reliability stand to gain customer loyalty.

Customer Service

Excellent customer service is a universal expectation, and Zimbabwean customers are no exception. Businesses should invest in polite, responsive, and helpful customer service. This includes training staff to handle inquiries and complaints effectively, resolving issues promptly, and maintaining a friendly and approachable demeanor. Good customer service can turn a dissatisfied customer into a loyal advocate for your brand.

Digital Services

As digital technology continues to advance globally, Zimbabwean customers are also embracing digital solutions in their daily lives. In 2023, customers may expect businesses to offer convenient online ordering, payment options, and customer support. Having a user-friendly website, mobile app, or an active presence on social media platforms can greatly enhance a business’s ability to cater to digitally savvy consumers. At the very least a WhatsApp business account.

Product Diversity

Zimbabwean consumers have diverse tastes and preferences, and businesses that acknowledge this diversity by offering a wide range of product choices and options stand to gain a competitive edge. From clothing stores with a variety of sizes and styles to restaurants with diverse menus, catering to various customer needs and preferences is essential. This not only increases the chances of attracting a broader customer base but also enhances customer loyalty.


Transparency is a key element in building trust with customers. In Zimbabwe, where distrust of businesses and institutions has been an issue, being transparent about pricing, policies, and operations is critical. Customers appreciate knowing what they’re getting into and understanding how a business operates. Clearly communicating terms and conditions, pricing structures, and any changes in policies can go a long way in fostering trust and goodwill.


Zimbabwean customers, like consumers worldwide, appreciate innovation. They are receptive to solutions and products that make their lives easier or more enjoyable. Businesses should invest in research and development to stay ahead of the curve, identifying opportunities to introduce new and innovative offerings. Innovation can set a business apart from its competitors and generate excitement among customers.

Ethical Practices

Conducting business ethically and with integrity is highly valued by Zimbabwean customers. This includes fair labor practices and customer complaints. Businesses that demonstrate a commitment to ethical practices not only align themselves with customer values but also contribute to building a more sustainable and responsible business ecosystem in Zimbabwe.


Convenience is a universal customer expectation, and Zimbabwean customers are no different. Convenience can take many forms, from store locations that are easily accessible to flexible hours of operation and convenient delivery options. Businesses that prioritize convenience make it easier for customers to engage with their products and services, ultimately leading to higher satisfaction and loyalty.

In conclusion, understanding what Zimbabwean customers want in 2023 is essential for businesses looking to thrive in this market. While affordability remains a top priority, customers also expect high-quality products, reliable services, excellent customer service, and convenience. Embracing digital solutions, offering product diversity, and practicing transparency and ethical business conduct are equally important. By aligning their strategies with these customer preferences, businesses can not only meet but exceed the expectations of the Zimbabwean market, fostering trust and loyalty in the process.