Pashash, the first mobile app funded by the Google Umbono incubator, won the South African leg of the TNW Startup World competition at a packed event on Wednesday evening. The team beat over 100 local technology startups to win the opportunity to pitch their business to leading venture capitalists in Silicon Valley in early 2013. There they will join startups from 35 other cities around the world.

Pashash, named after the South African slang for something cool, lets people share real-world shopping. It’s not a system created by stores or brands, but is powered entirely by people posting things they see when they are out shopping. “Millions of people are already sharing their favorite coffee or those new pumped up kicks,” says Faheem Kajee, co-founder of Pashash. “We just want to make sure that those great finds don’t get lost in all the noise.”

With Pashash, when you see an item you’d love to buy: you snap a picture, tag the store and price, and share it. Everything you share gets added to your profile, which serves as a virtual reflection of the things you love. You can also find out about other great buys around the world or toggle the feed to only see the best items available at stores around you.

Other notable startups competing at Wednesday’s event included 5 Ounces, Snapplify, Dream Mobile, Every1mobile, Calibre Apps, Myows, Business Optics, Hiring Bounty and MyDorpie.