5 things holding SA small businesses back, and where to start
A Marketing Director’s view
The short answer
In 2026, South African small business owners say their biggest challenges are reaching customers who can pay, tight cash flow, too much noise about AI, not having the right digital tools, and having to figure it all out alone. Each one has a practical, low-cost place to start.
Most small business owners I speak to don’t need more marketing advice. They need to know where to start.
So I looked at what South African owners say is holding them back this year, using two local studies: the Shoprite Group’s State of the SMME report, based on World Wide Worx research with 800 small businesses, and Xero’s 2026 State of South African Small Business report, which surveyed 427 more.
Here is what came up, and what can actually help with each one.
The five challenges, and where to start
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Reaching customers who can pay
56.9% of SMMEs say access to markets is what would help them grow most.
Where to startStart with what’s free. A complete Google Business Profile (the free listing that shows your business on Google Maps and in local search) puts you in front of people already looking for what you sell.
Source: Shoprite Group and World Wide Worx, 2026 · Related: SEO, AEO and GEO
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Tight cash flow
62% of small businesses had cash flow problems in the past year.
Where to startEvery rand spent on marketing has to earn its place. Pick one channel, set a small budget, and track your cost per enquiry (what you spend divided by the enquiries it brings in) before you spend more.
Source: Xero, 2026 · Related: Google Ads
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Too much noise about AI
56% want help working out where AI fits in their business. 34% feel overwhelmed by the information.
Where to start52% of small businesses already use AI tools every week. Choose one job for it, like first drafts of posts or emails, and keep a person in charge of the final word.
Source: Xero, 2026 · Related: AI won’t run your marketing. Not yet.
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Not having the right tools
29.7% of SMMEs say better access to digital tools and platforms would help them grow.
Where to startPlenty of good tools cost nothing to start: Canva for design, Meta Business Suite for Facebook and Instagram, and Google Analytics to see who visits your website.
Source: Shoprite Group and World Wide Worx, 2026 · Related: Social media ads
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Figuring it all out alone
77% say their accountant or bookkeeper is their most trusted advisor.
Where to startWhen owners get stuck, 36% turn to Google and 28% to social media or AI tools. You trust someone with your numbers. It’s worth having someone you trust with your marketing too.
Source: Xero, 2026 · Related: Marketing strategy for SMEs
The owners who grow aren’t the ones doing everything. They’re the ones who know what to do first.
How Solas Creative can help. If one of these sounds familiar, you don’t have to work it out alone.
- A clear place to start. A free 30-minute consultation to look at where you are and what to do first.
- A plan that fits your budget. One or two channels, chosen for your customers, with costs agreed upfront.
- Numbers you can see. We track enquiries and cost per enquiry in rands, so you know what is working.
Which of these is the one you’re dealing with right now? Let’s talk.
Sources
- Access to customers a barrier for SMME growth (TimesLive, 17 September 2026, on the Shoprite Group’s second State of the SMME in South Africa report, research by World Wide Worx with 800 small businesses)
- South Africa’s small businesses starting to lay foundations against global volatility and rising costs (Xero, 16 April 2026, on the 2026 State of South African Small Business report, 427 small businesses surveyed)
