#PushaBW Store’s sales rise
Pauline Dikuelo | Wednesday September 30, 2026 06:00
According to the Botswana Investment and Trade Centre (BITC), which helped launch the shop in 2023, sales reached P714,153.60 during the period driven by surge in demand in the third quarter. The #PushaBW Store, located at Sir Seretse Khama International Airport (SSKIA), showcases products that are 100% made in Botswana by local entrepreneurs and producers. BITC CEO, Keletsositse Olebile, revealed last week that during the financial year, the store registered 74 new products, exceeding its annual target and indicating growing participation by local producers.
'The store's third quarter emerged as the strongest trading period of the year, driven largely by increased festive-season demand and sales of replica kits for the national football team, the Zebras,” he told a BITC media briefing. “However, performance was weaker in the second quarter, which was attributed to high staff turnover at the store,' he added. PushaBW Store operates as a joint initiative supported by BITC, the Citizen Entrepreneurial Development Agency, the Civil Aviation Authority of Botswana and the Ministry of Trade and Entrepreneurship. Unlike conventional retail outlets, it provides local entrepreneurs with shelf space, giving small businesses an opportunity to access customers and promote their products to both domestic and international travellers. Since officially opening its doors about two years ago, its product range has included locally produced crafts, fashion items, food products and other locally branded goods. However, Olebile bemoaned that despite increasing interest from companies seeking to list their products, physical shelf space remains the store's main constraint.
He said stakeholders and staff identified limited retail space as a challenge throughout the year, suggesting that the store's capacity is struggling to keep pace with demand from local producers. The performance also highlighted challenges around the Botswana Pride Mark, a quality and authenticity initiative for locally produced goods. Registrations slowed following the introduction of registration and subscription fees, pointing to price sensitivity amongst small and medium-sized enterprises. However, renewals remained relatively strong, suggesting that participating businesses continue to see value in the mark.
The store is part of BITC's #PhushaBW campaign, which was launched to boost visibility of locally homegrown products. The PushaBW initiative forms part of broader efforts to create market access for local producers and increase the visibility of Botswana-made products. Since its launch in 2018, the campaign has seen local retailers increasing the number of local products on their shelves and also committing to engaging producers on their listing requirements. Under the stewardship of BITC, the campaign has spurred Square Mart, Woolworths, Fours Cash and Carry, TransAfrica, Choppies and Sefalana to augment their offerings with more local products.