Nearly a decade ago, Anita Erasmus joined ecommerce technology company uAfrica as Operations Manager, a move that would shape the course of her career. When uAfrica merged with Bob in 2022, Erasmus continued to grow alongside the business.
She went on to become Head of Business at Bob, gaining a deep understanding of ecommerce and logistics while helping to shape the company’s strategy and shipping operations.
On 1 September 2026, Erasmus formally steps into the role of CEO. For her, this next chapter is about building on what Bob has achieved, continuing to improve the business and embracing the opportunities ahead.
A chance that changed the course of her career
Erasmus holds an honours degree in Financial Management from Stellenbosch University and an MBA from Stellenbosch Business School. Her career started in operations and business consulting before she joined uAfrica.
“When I joined uAfrica, I had no ecommerce or technical experience. Andy Higgins and Jaco Roux took a chance on me, and that chance changed the course of my career,” shares Erasmus.
She had to learn the industry from the inside, developing a deep understanding of both the technology and the problems it was designed to solve. That experience has taken her from Operations Manager to Head of Business, helping grow Bob Go into a massive logistics operation.
“We now do more shipments in a day than we used to do in a month when I started,” she adds. “That growth has been incredibly satisfying, and I am equally proud of the people and partnerships we have built along the way.”
Growth, but with discipline
Erasmus is clear about what she wants the next phase of Bob to look like. “My vision is quite simple. Growth, and meaningful growth. That means serving more customers, solving more problems and increasing the value Bob creates, while remaining disciplined as the business grows.
“We need to grow the top line, but we also need to contain costs. Growth is important, but so is building a business that can sustain it.”
She believes South African ecommerce still has significant room to grow and that Bob is well positioned to benefit from that opportunity.
Technology needs to solve a problem
While Erasmus does not come from a formal technical background, she does not see that as a limitation. “Leading a technology company is not only about writing code. It is about understanding the problem you are trying to solve and having the right technology and people to build the solution.”
“Technology does not create value on its own. People do. Technology is the tool we use to solve problems. The real advantage comes from understanding our customers, knowing what they need and having the right team around us to build it.”
Leading as a woman in technology
Erasmus is also conscious that her appointment represents something bigger than her own career, particularly in male-dominated industries like technology and ecommerce.
“I see my position and my team as an opportunity to challenge that status quo. I work with some incredibly talented women at Bob who inspire me every day. They are smart, ambitious and very good at what they do.”
“While I want to do well for myself and for Bob, I also feel a responsibility to do well for the women coming with me. If seeing me lead a technology company makes another woman believe she can do it too, I would be very proud of that.”
A different kind of leadership transition
As she prepares to step into the CEO role, Erasmus sees the transition not as a change centred on one person, but as the next stage in Bob’s collective growth.
“We have never really followed the conventional route at Bob, and I do not think we should start now. I do not believe one person can lead a business alone. Different experiences and perspectives make businesses stronger.
We have a strong leadership team with different strengths, and I believe our ability to work together will be one of our biggest advantages. I know we are ready for what comes next.”
Ultimately, her ambition is not about personal legacy. “I am reading Stalking Giants, the story of Capitec, and one line really resonated with me: ‘The people are interesting, but what they achieved as a team together, is far more interesting’. That is how I feel about Bob: it’s not about one person’s achievements. It is about what we can achieve together, and that is what makes the next chapter so exciting.”
