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Andrew Smith
Pioneering E-Commerce

The co-founder and former CEO of Yuppiechef shares his recipe on how to master running a successful online retail store.

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After developing websites and intranets for clients from 1999, Andrew Smith founded Yuppiechef in 2006 with Shane Dryden as a part-time venture while they continued to run a small web agency. Yuppiechef has grown into one of South Africa's leading omnichannel retailers, winning the country's E-commerce Awards six times. Yuppiechef continued to innovate by opening successful physical stores around the country in the face of a faltering retail sector. Yuppiechef is widely regarded as one of the best-loved brands in South Africa. Smith and co-founder Shane Dryden sold Yuppiechef to Mr Price Group for an estimated R500m in 2021, and have gone on to found the outdoor retailer Brave Hardy.


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10 Tasty Bites 

Below is a preview of what you can expect to learn in this recipe. 

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What You'll Learn


In this recipe, Andrew shares his beginnings as a website developer together with long-time collaborator Shane Dryden. This gave him the perfect platform to found the multi-award-winning Yuppiechef. Andrew takes us through the challenges he had to overcome in the early days of e-commerce. He reveals the hard lessons he learned along the way. This recipe is for entrepreneurs who want to invest some humanity into their online business and how to really show customers that you care. 


Learn from someone who speaks from a position of real authority, perspective and experience.


Implement practical tips and techniques learned in the trenches - doing, rather than talking.


Join a cohort of like-minded entrepreneurs in our growing community and share your learnings as you go.

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This entrepreneurial micro-course will take you only a few minutes per day (or you can binge if you want to). Feel free to skip around and please let us know what you think. 

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Deep Cuts 

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