Govt Calls for ‘Buy Local’ Drive as Key to Jobs, Growth and Industrial Revival

South Africa is intensifying its push for economic self-strengthening, with government urging businesses, consumers and investors to embrace localisation as a national priority to rebuild industry, create jobs and drive long-term growth.

Speaking at the Buy Local Summit & Expo in Sandton, Deputy Minister of Trade, Industry and Competition Alexandra Abrahams said localisation must move beyond policy into a shared national commitment to revitalise the country's productive capacity.

Localisation Positioned as Engine for Inclusive Growth

Addressing more than 1,600 delegates, including entrepreneurs, investors, manufacturers and policymakers, Abrahams stressed that supporting local industries is central to unlocking sustainable economic opportunities.

"Localisation must be embraced as a national commitment to rebuild productive capacity, deepen value chains and ensure that economic growth translates into real opportunities for South Africans," she said.

The annual summit, hosted by Proudly South African, serves as a key platform to promote domestically produced goods and services, with a strong focus on job creation, reducing unemployment and stimulating economic activity.

'Buy Local' Culture to Drive Jobs and Investment

Abrahams highlighted that consumer choices play a critical role in shaping the economy, noting that increased demand for local products can:

• Expand small and medium enterprises

• Stimulate new business formation

• Sustain livelihoods across communities

"The more we choose to support locally produced goods and services, the stronger our economy becomes," she said.

While the impact may not always be immediate, she emphasised that building a "Proudly South African" culture would deliver long-term benefits for future generations.

Global Pressures and Illicit Trade in Focus

This year's summit comes at a time of heightened economic pressure, with discussions focusing on:

• The rise of illicit trade undermining local industries

• A volatile global geopolitical environment affecting supply chains

• Rapid growth of offshore e-commerce retailers, increasing competition for domestic businesses

Industry stakeholders warned that without strategic intervention, these factors could erode local manufacturing capacity and weaken South Africa's industrial base.

Striking Balance: Localisation vs Protectionism

A key theme of the Deputy Minister's address was the need to carefully balance localisation with global competitiveness.

She cautioned against equating support for local industry with protectionism.

"Supporting local production should not mean insulating our economy to the point where our industries lose the incentive to compete globally," Abrahams said.

Instead, she emphasised that South African products must succeed internationally based on:

• Innovation

• Reliability

• World-class quality

"The objective of localisation is not to create permanent protection, but to strengthen the conditions under which local firms can compete and grow," she added.

Rebuilding South Africa's Industrial Base

The government's localisation agenda forms part of a broader strategy to:

• Restore industrial capability

• Strengthen domestic value chains

• Increase manufacturing output

• Drive inclusive economic growth

Officials say collaboration between government, business and consumers will be critical to achieving these goals.

A Call for Collective Action

Abrahams concluded with a call for unified action, urging all stakeholders to align behind a common economic vision.

"If government, business and consumers act with shared purpose, the choice to buy local will become a powerful engine for investment, jobs and long-term prosperity," she said.

As South Africa navigates global economic uncertainty, the renewed focus on localisation signals a strategic shift toward self-reliance, competitiveness and sustainable growth.