From Ritual to Revenue: The Influence of Digital Platforms on the Mbiya Trade and Spiritual Practices in Johanne Masowe Apostolic Sects

Abstract

In Zimbabwe’s digital age, sacred traditions face unprecedented transformation. The intersection of digital technology and religious commerce represents a critical frontier in understanding contemporary African spirituality. This study explores how digital platforms reshape the mbiya (sacred clay plates) trade and spiritual practices within Johanne Masowe Apostolic sects (JMAS), converting sacred clay plates into digital commodities. Mbiya plates, traditionally central to healing rituals and spiritual protection in African Indigenous Churches (AICs), have experienced a fundamental shift from localised, ritual-bound objects to commodified digital merchandise accessible through social media platforms, mobile money systems, and e-commerce channels. Through a qualitative approach, this research interrogates how digitalisation has reconfigured the sacred-profane boundary, altered power dynamics within apostolic hierarchies, and created new forms of spiritual entrepreneurship. The study demonstrates how digital platforms function as active agents that reshape religious practice, commercialise sacred objects, and democratise access to spiritual capital whilst simultaneously raising concerns about authenticity, exploitation, and the erosion of traditional spiritual authority. Findings indicate that digitalisation has created a paradox: expanding access to spiritual resources whilst potentially commodifying and diluting their sacred significance. Recommendations address policy frameworks for regulating digital religious commerce, ethical guidelines for spiritual entrepreneurs, and strategies for balancing tradition with technological innovation in African religious contexts. The study contributes to scholarly debates on digital religion, African Christianity, and the political economy of spirituality, offering insights relevant to religious studies, anthropology, and digital sociology.