The top end of the South African art market had a strong year in 2025. Tretchikoff broke a world record. Stern sold for R21.7 million with six bidders competing. But that market is already priced for a global audience, and for most people thinking about starting a collection, it is simply out of reach. The more interesting story is happening lower down.
There is a pricing gap in the South African art market right now, and if you are thinking about buying original work, it is worth understanding what it is and why it matters before it closes. International buyers of South African art have grown by around 60% over the past five years, according to local market reports. As that audience grows, prices move toward what an international buyer expects to pay. That has already happened at the top. A Stern or a Kentridge is priced for a global market now. But a mid-career South African artist with a serious body of work and no international gallery behind them yet? Still priced for a local one. That difference is real. And it is closing.
60%
Growth in international buyers of South African art over five years
17%
Increase in sales among smaller dealers globally over the same period
The broader picture backs this up. While the top end of the global art market saw significant declines in both value and volume, overall transaction numbers increased, with activity shifting clearly toward lower and mid-tier price points. More people are buying art. Just not the kind that makes headlines.
There is no reason to think South Africa sits outside that pattern. Locally, Strauss & Co spent 2025 actively building space for entry-level buyers, launching dedicated online sales for new collectors and reaching buyers across 56 countries. That is not a gesture. That is a read of where the energy is.
Younger SA collectors are values-driven and story-led. They want to know who the artist is, what the work means, and how it connects to broader cultural conversations.
That shift matters because it changes what makes a work worth buying. It is no longer only about the name. An artist with a clear practice, a documented body of work, and a price still set for a local audience is exactly what this market is moving toward. The work exists. The buyers are arriving. The prices have not caught up yet. That combination does not last.
About the author
Danielle Vorster — Artist and printmaker based in Riebeek West, Western Cape. Working in acrylic monotype, mixed media, and hand-sewn thread.