Inside SAIA 2026: The Future of Auctions in South Africa

From digital accessibility influencing the rise of online bidding to artificial intelligence in the auction industry, auctioneers are rethinking how buyers and sellers connect. While these factors can reshape how the industry operates, some industry experts agree that trust and human expertise remain essential. 

To better understand where the auction industry is headed, we gathered insights from attendees at the annual SAIA event in Johannesburg, including an auctioneering training academy, a township-based auction house, and a signage business operating in the industry. Each offers a different perspective on what is changing and what the future may hold.

The Industry in Motion

SAIA (South African Institute of Auctioneers)

As the auction industry continues to evolve, organisations like SAIA are playing an increasingly important role in the sector. For over three decades, SAIA has been committed to maintaining ethical standards and professionalism within the industry. Established by auctioneers for auctioneers, SAIA understands the challenges and opportunities auctioneers face in the industry. 

SAIA works closely with auction houses, businesses, and corporate stakeholders to encourage accountability, legal compliance, and ongoing growth. Through its commitment to industry best practices, the institute aims to strengthen trust and credibility across the auction landscape. To maintain membership, SAIA-affiliated auctioneers are required to adhere to a set of industry regulations and uphold the organisation’s Code of Conduct. 

Royal Auction Academy

Education is equally important in preparing the next generation of auctioneers. Inspired by excellence and innovation, Royal Auction Academy provides professional auctioneer training designed to equip individuals with the skills needed to succeed in the auction business. Through practical learning courses such as Public Speaking & Body Language, as well as theoretical modules like The History of the Auction Profession, the academy aims to create a strong foundation for those entering the industry.

Lokshin Auctions

Innovation is also reshaping the industry at grassroots level. Lokshin Auctions has carved out a distinctive niche as South Africa’s first township-based auction house, bringing accredited auctions directly into township communities. The name “Lokshin” — derived from township slang for “location” or kasi, reflects the company’s strong community roots and mission to make auctions more accessible in traditionally underserved areas. Backed by expertise in liquidations, asset tracking, warehousing, valuations, and auctions, the company is helping broaden participation in the sector while unlocking new opportunities.

SA Laser & Signage

SA Laser & Signage, based in Kempton Park, is a specialised service provider focused on signage manufacturing, laser cutting, and branding solutions for businesses across different industries. The company supports auction houses and commercial clients with practical, on-the-ground services that range from branded signage and promotional material to customised fabrication work. With a focus on precision, they play a supporting role in how businesses present themselves visually in a competitive and fast-moving market.

Click, Bid, Win: The Move Towards Online Auctions…

One of the biggest shifts in the auction industry is the rise of online bidding. As digital platforms become more advanced, auctions are no longer limited by location. Buyers who once had to travel long distances can now participate remotely, also benefitting sustainability. Online and hybrid auctions reduce the need for physical events, cutting down on travel, paper use, and resource consumption. In a country as large as South Africa, digital accessibility matters. A bidder in Cape Town for example can now participate in an auction in Pretoria without even leaving home. For many, the convenience is driving more bidder participation. Tristan from Laser & Signage has noticed this change:

Auctioneers looking to succeed with online bidding should focus on strengthening their online presence through SEO, social media, and targeted email marketing to reach wider and more specific audiences. A smooth, user-friendly bidding platform with features like real-time bidding and reliable support is also key to improving the customer experience and building trust.

Yet the move online is not experienced equally across all markets…

In some communities, challenges such as high data costs, inconsistent internet access, and limited familiarity with digital auction platforms can still affect online participation. This is where township-based auction house Lokshin Auctions offers a different perspective. Founder Tsitso Setai has built a model around physical accessibility, advertising auctions directly into township communities while introducing people to the auction process in familiar, local spaces. Rather than replacing in-person participation, this approach can help to build trust and awareness.

Traditional in-person auctions are unlikely to disappear completely. While digital platforms offer convenience, many still value the atmosphere, energy, and social aspect of live bidding. Sasha from The Royal Auction Academy believes the future lies in a hybrid approach:

Hybrid auctions also offer greater flexibility in changing conditions. By combining in-person and virtual participation, auction houses can continue operating without being limited to a single location, reducing the risk of cancellations or disruptions. This adaptability makes hybrid auctions a practical long-term model, balancing digital convenience with the value of traditional, in-person engagement. Hybrid auctions may offer the best balance, combining digital access with the experience and energy that continue on the auction floor.

AI in Auctions: A Universal Shift?

Artficial Intelligence is already influencing the industry, especially in online diamond auctions auctions and high-value jewellery auctions where transparency and trust is most important. From generating social media copy and content to improving efficiency, AI can help auction businesses operate more efficiently in an increasingly digital environment. According to Sasha from Royal Auction Academy, AI tools are already being used across the sector to support visibility and communication.

However, views on AI differ across the industry. Some see opportunities, while others are cautious about relying too much on it. For Tristan from Laser & Signage, its impact depends on how it is used.

Even with these tools, many still see auctions as a human-led industry that depends on experience, human judgement, and real-world knowledge. Tsitso from Lokshin Auctions is more sceptical about AI in the sector, especially when it comes to core auction processes. He believes the focus is still on basic challenges like access, education, and participation particularly in township areas, rather than automation.

The Takeaway 

One thing remains clear: technology is still supporting the industry rather than replacing it. One of the ways auctioneers can stay competitive is by using targeted marketing and platforms that help connect them with the right buyers. Auction Calendar helps bridge this gap by making auctions easier to discover while supporting auctioneers in reaching relevant audiences. With a user-friendly platform and app that allows buyers to filter auctions by location, category, and auction type, Auction Calendar simplifies the search process and accessibility.

Online bidding, hybrid models, and AI are creating new opportunities for accessibility, efficiency, and growth, but trust, human expertise, and real-world relationships still matter. Whether through professional standards, education, grassroots accessibility, or digital innovation, the conversations at the SAIA event highlighted an industry that is adapting, carefully balancing tradition with change as it prepares for the future.