Five marketing trends South African businesses can’t ignore in 2026

The marketing landscape is evolving faster than ever and staying ahead of marketing trends in 2026 will separate thriving brands from those just treading water. South African businesses are entering a new era of consumer behaviour, technology, and brand trust. To compete, companies need to understand which marketing trends in 2026 are shaping buying decisions, driving engagement, and redefining loyalty. From AI-driven personalisation to mobile-first experiences, here are five marketing trends in 2026 that every South African business should be ready for.

Brandnamix | John Loubser

Master of Motion

Your Brand

Bigger, Bolder, Better.

We help SMEs cut through the noise with powerful marketing that works.

Brand Strategy - Build a brand that stands for something.
Content That Clicks - Bold, shareable, unforgettable.

We're here to help your business grow.

book a call

1. Mobile-first and omnichannel experiences

One of the strongest marketing trends in 2026

The continued rise of mobile-first behaviour. South Africa has more active mobile connections than people, about 124 million as of early 2025, equal to 193 % of the population according to Datareportal. Internet penetration has soared to 78.9%, with over 50 million users online.

That means your customer’s first touchpoint is more likely to be a smartphone screen than a desktop ad or store visit.

What to do:

Prioritise mobile performance with faster load times, simplified design, and frictionless checkout.
Build omnichannel experiences where social, website, and in-store touchpoints connect seamlessly.
Track how your audience moves between devices to optimise campaigns for real-world behaviour.

Mobile isn’t just one of the marketing trends in 2026, it’s the foundation of them all.

2. Personalisation powered by data and AI

Another defining shift among marketing trends in 2026 is data-driven personalisation. South African consumers now expect brands to understand their needs, speak their language, and deliver value with precision. AI tools are helping marketers analyse behaviour, predict intent, and create hyper-targeted campaigns.

70% of Marketers

using AI for content persalisation

A recent Statista study shows that nearly 70 % of marketers worldwide are already using AI for content personalisation and customer insights, a trend South Africa is quickly following.

What to do:

Invest in analytics and customer data platforms that unify insight across channels.
Use AI tools for segmentation, content creation, and predictive targeting.
Personalise your messaging without crossing the line, transparency builds trust.
Personalisation isn’t a buzzword, it’s the heart of marketing trends in 2026, turning data into loyalty.

3. Video and social-led storytelling

If you’re not leveraging video, you’re missing out on one of the biggest marketing trends in 2026. South Africans spend an average of 3 hours 36 minutes a day on social media, higher than the global average according to Meltwater. Video posts dominate engagement across TikTok, Instagram Reels, and YouTube Shorts, and that trend is only accelerating.

What to do:

Prioritise short-form video and behind-the-scenes storytelling that humanises your brand.
Use subtitles and local language nuances to reach diverse audiences.
Integrate user-generated and influencer content to boost credibility and relatability.

In 2026, video isn’t just content, it’s currency.

And it’s a key player in South Africa’s evolving marketing trends in 2026.

4. Purpose-driven and sustainable branding

South Africans increasingly support brands that stand for something. Among the leading marketing trends in 2026, purpose and sustainability are rising fast. A Statista Consumer Insights report show that consumers are prioritising ethical, eco-friendly, and socially responsible brands, especially younger audiences.

What to do:

Define your brand purpose clearly and back it up with real action.
Showcase community impact, environmental initiatives, or social contributions in your content.
Avoid “greenwashing,” authenticity wins every time.

Purpose-led marketing isn’t about perfection, it’s about progress.
In 2026, purpose is performance.

5. E-commerce growth and digital integration

Rounding off the top marketing trends in 2026 is the unstoppable growth of e-commerce in South Africa. According to Statista, online sales are projected to exceed US $7.5 billion by 2026, with mobile purchases accounting for over half of all transactions.

The line between online and offline experiences continues to blur as consumers expect to research online, buy in-store, and get follow-ups via WhatsApp or social media.

What to do:

Streamline your digital storefronts and mobile checkout experience.
Sync marketing automation, CRM, and social commerce for unified customer journeys.
Offer flexible payment options, buy-now-pay-later, and instant EFTs are key local drivers.

Smart integration will define successful South African brands riding the wave of marketing trends in 2026.

The takeaway

South African businesses have never had more tools or more competition at their fingertips. The brands that win will be those that read the signs early, adapt quickly, and stay human through every interaction.

Marketing trends in 2026 are about more than algorithms or ad spend; they’re about empathy, experience, and evolution. Whether you’re building a startup or scaling a legacy brand, staying ahead of these shifts isn’t optional.

It's how you stay relevant