1. Comfort Mwila
- Demographics: 28–45, urban, middle-income, small business owner or professional
- Motivations: Quality goods, convenience, reliable service
- Challenges: Limited suppliers, time constraints, budget limits
2. Linda Phiri
- Demographics: 22–35, working professional, busy lifestyle
- Motivations: Quick shopping, trusted products, promotions
- Challenges: Time-poor, unsure of product quality, seeks convenience
3. Joseph Banda
- Demographics: 35–50, small business owner, peri-urban
- Motivations: Bulk purchases, cost-effective solutions, dependable delivery
- Challenges: Supplier inconsistency, managing costs, timely stock availability