How to Get a South African Badge on Google—and Is It Good News?

Google has introduced new search features in South Africa, allowing certain platforms to display a “South African” badge on search results. This badge aims to boost the visibility of South African-owned or controlled platforms in travel and e-commerce. But how can businesses apply, who qualifies, and is this update really a good thing for the industry?

1. How to Apply

If your business is South African-based and involved in e-commerce or travel, you can express interest in obtaining the South African badge by filling out this interest form. The badge will be displayed alongside your platform’s web results or advertisements for users searching in these categories. Notably, no special markup is required to enable the “South African” refinement chip, which filters eligible results.

2. Who Can Apply?

Not all businesses qualify for the South African badge. The badge applies exclusively to online intermediation platforms, as defined by the South African Competition Commission. Eligible platforms must be South African-owned or controlled and involved in facilitating transactions between businesses and consumers (B2C) in travel or e-commerce. The badge does not extend to resellers, product classifieds, brick-and-mortar stores, or brand owner sites that sell directly.

3. Is It a Good Thing?

Opinions vary. While the badge promotes South African platforms, some argue it benefits giants like Takealot and Bobshop more than smaller businesses. Smaller companies may feel pressured to sell through these large intermediaries to remain visible, limiting their competitive edge. Though intended to spotlight local businesses, the badge may inadvertently funnel more traffic to larger platforms, sidelining smaller competitors.

In conclusion, while the South African badge brings new visibility opportunities, its impact on fair competition remains up for debate.