Every year “Wrapped” moments turn performance into clarity. Looking back at 2023 versus 2025, one thing is unmistakable: retail insight becomes significantly more powerful when brands rely on paid, real-world shopper missions at the point of impact.
Over just two years, Field Agent scaled from thousands of missions to tens of thousands of paid and structured data-collection missions, expanding well beyond traditional in-store checks. Today, brands use Field Agent to gather insight across online orders, service environments, pricing, compliance, and customer experience — all powered by real shoppers, completing paid work in real time.
This growth reflects a simple truth: brands that act on paid, in-the-moment shopper data move faster, execute better, and outperform competitors in an increasingly complex retail landscape.
From Momentum to Scale: A Clear Shift Between 2023 and 2025:
If 2023 demonstrated potential, 2025 confirmed scale. In just two years, Field Agent grew from completing 3,100 paid missions to delivering 7,665 paid missions, contributing to a total of 55,354 missions completed nationwide. This wasn’t just an increase in volume — it marked a significant shift in how brands use Field Agent to drive execution and insight where shopping actually happens.
As brands across industries roll out year-in-review moments, this comparison highlights something deeper: what happens when shopper insight is collected faster, more consistently, and at national scale.
A Decade In — Scaling Faster Than Ever:
2025 marked 10 years since Field Agent South Africa launched in June 2015. What began as a simple idea — connecting brands with real shoppers — has evolved into one of the country’s most robust retail intelligence platforms. Comparing 2023 to 2025 makes that progress clear.
Paid Mission Volume: Growth That Delivers:
Paid mission uptake gained real momentum over the period, reflecting a strong shift toward monetized, insight-driven activity.
That translates to:
- 639 missions per month
- A platform operating consistently at national scale
This growth signals more than demand — it reflects increasing brand confidence in paid shopper missions as a reliable way to measure, validate, and improve retail execution.
Where Missions Happened: Coverage That Matters:
The diversity of mission types tells an even stronger story. Compared to 2023, 2025 saw substantial growth across every major retail touchpoint:
- Paid Online orders:
900 → 3,658 (4.06× increase) - Paid Store visits:
1,894 → 3,570 (1.88× increase) - Paid Service stations:
111 → 871 (7.85× increase) - Paid Pubs & restaurants:
717 locations visited - Paid Receipts collected & redacted:
2,000 - Unpaid Anywhere surveys:
48,006 completed
This shift shows how Field Agent has moved beyond traditional audits, enabling brands to deploy paid, targeted missions across physical, digital, and experiential environments.
Deeper Data From Every Mission:
In 2023, agents answered roughly 180,000 questions, supported by photos and screenshots.
By 2025, the depth and quality of insight had increased significantly:
- 234,828 questions answered (1.3× growth)
- 30,705 photos collected (5.23× growth)
- 17,504 screenshots submitted (4.79× growth)
- 11,652 photos decoded
Each mission now delivers richer context — enabling brands to identify issues faster, validate execution, and act with confidence.
Paid Missions, Real Earnings: Impact Beyond Data:
Growth at Field Agent isn’t just about insight — it’s about paid opportunity.
- 2023 agent earnings: ±R480,000
- 2025 agent earnings: R1,201,890 (2.5× increase)
In 2025 alone:
- 23,314 active agents participated
- Average earnings per agent: R157
- Our top performing agent:
- Earned R35,380 over the year
- completed 156 paid missions
- At an average earning of R227 per mission
- And an average earning of R2,948 per month
Additionally, 14,200 new agents joined the platform in 2025, collectively earning R227,300 in their first year — reinforcing how accessible and meaningful paid missions are for everyday South Africans.
A Growing Community, Built on Paid Opportunity:
Since 2023:
- Registered agents grew from 200,000 to 257,923
- Lifetime earnings exceeded R6.7 million
- 781,361 missions have been completed to date
What remains unchanged is why brands continue to choose Field Agent:
- Direct access to real shoppers
- Paid missions executed at the moment of truth
- Faster, smarter, cost-effective retail intelligence
Conclusion:
From 2023 to 2025, Field Agent didn’t just grow — it scaled with intent. That scale is built on paid shopper missions that deliver reliable insight for brands and meaningful income for agents.
Looking ahead, our focus remains clear:
- Deliver actionable retail insight for brands
- Create paid earning opportunities for everyday South Africans
- Help retailers win where it matters most — in-store, online, and everywhere in between
For brands seeking sharper visibility, faster decision-making, and execution at scale, Field Agent provides the tools, reach, and shopper-powered intelligence to drive measurable results.
Ready to turn paid shopper missions into retail performance?
Partner with Field Agent to access on-demand audits, paid shopper missions, and data-driven solutions designed for today’s retail challenges, click the button below:
Regards,
The Field Agent Team.