Botswana’s urban centres are growing rapidly, with Gaborone, Francistown, Maun, and Selebi-Phikwe seeing a steady rise in population, commerce, and daily traffic. As more people move to the cities for work and leisure, the demand for convenient and reliable transportation is increasing. This has opened up a promising opportunity for entrepreneurs interested in starting a ride-hailing service in Botswana—a market that remains relatively untapped compared to other African countries.
Ride-hailing services use mobile apps or digital platforms to connect passengers with drivers. They offer an alternative to traditional taxis by allowing users to request a ride, track the driver’s location, and pay electronically. Services like Uber and Bolt have revolutionised transport in many countries, but in Botswana, the industry is still in its early stages, which makes it ripe for innovation and investment.
To launch a successful ride-hailing service in Botswana, the first step is conducting thorough market research. Understanding the transport needs of each city is crucial. Gaborone, as the capital and business hub, has the highest demand for such services. Francistown and Maun, being major economic and tourist centres respectively, also present strong potential markets. Entrepreneurs should assess existing transport options, population density, road infrastructure, and digital connectivity.
The next step is developing a user-friendly mobile app or web platform. The app should allow passengers to easily book a ride, see fare estimates, choose ride types, and make payments. GPS tracking, driver ratings, and customer support features are also essential. Local software developers or international tech partners can help build the platform, but it must be tailored to Botswana’s specific needs, including support for mobile money payments, which are widely used across the country.
Compliance with Botswana’s transport laws is a key part of setting up a ride-hailing service. Operators must register their business with the Companies and Intellectual Property Authority (CIPA), secure a public service vehicle (PSV) license for each car in the fleet, and ensure all drivers meet the requirements for operating commercial vehicles. Working closely with the Department of Road Transport and Safety (DRTS) will help navigate the regulatory process.
Recruiting drivers is another crucial element. Some services operate with full-time employees, while others use an independent contractor model, allowing drivers to work flexible hours using their own vehicles. Whichever approach is used, drivers should undergo vetting, training, and customer service orientation. Providing insurance, safety features in vehicles, and a clear code of conduct will help build trust with customers.
Marketing the ride-hailing service is essential to gaining traction, especially in cities where brand awareness is still low. Social media, local radio, in-app promotions, and referral incentives can help attract both riders and drivers. Partnering with businesses, hotels, and universities can also expand the service’s reach.
One of the biggest advantages for local entrepreneurs is the ability to localise services in ways global competitors often overlook. This includes offering services in Setswana, integrating with mobile money platforms like Orange Money and Mascom MyZaka, and adapting pricing models to local income levels. Environmental sustainability can also be a selling point—encouraging the use of fuel-efficient or electric vehicles in the fleet.
While starting a ride-hailing service in Botswana comes with challenges such as competition from traditional taxis, network coverage in remote areas, and potential resistance from regulators, the long-term benefits can be substantial. With urban mobility becoming a major issue and smartphone adoption continuing to rise, ride-hailing has the potential to transform how people move around Botswana’s cities.
Entrepreneurs who act now—offering reliable service, competitive pricing, and a focus on customer experience—can position themselves as pioneers in a growing digital transport market. As Botswana’s cities continue to expand and modernise, ride-hailing services are not just a business opportunity—they are a necessary part of the country’s urban future.
