Abstract
The lingering global financial downturn and our innovative capability when under pressure, has created new demands through the sharing economy market, the most popular brands being AirBnB and Uber. Access to information technology and internet applications on mobile phones accelerated the adoption rate of this technological ‘novelty’, albeit slower in Africa. However, lawmakers are illequipped to regulate the emergence of micro-entrepreneurs, the increasing use of shared services and the often-violent backlash from traditional providers. This empirical paper analyses opportunities and challenges offered by the sharing economy in South Africa and contributes both theoretical and practical knowledge in the field. After 26 interviews with sharing economy stakeholders, it emerged that the sharing economy offers entrepreneurial opportunities and convenience to users, but innovations such as ‘homeshare’ and ‘rideshare’ are challenged by violent competitive threats. The sharing economy, however, provides definitive entrepreneurial opportunities, which, if carefully balanced, can create harmony and growth opportunities.