Mission According to the Shoprite Holdings Ltd Integrated Report 2017, its mission is as follows: Our mission is to deliver low prices in a world-class shopping environment to customers across the African continent. We bring choice, quality products and job creation to communities in all the countries we serve. Our low-cost promise has been the foundation of our business for close to 40 years and we are relentless in our efforts to keep our business efficient and our prices low. We have become the number one retailer in Africa through a steadfast commitment to the values we hold dear