Publications in minority languages have a very limited audience. Their reach can be extended through the sales of translation rights. This article reports on the results of an exploratory study conducted on the selling of translation rights of Afrikaans fiction to Dutch publishers. Using case studies of two bestselling Afrikaans authors, we identified a set of non-literary factors influencing the selling of translation rights from a South African trade publisher’s perspective. Attention is paid to the criteria for selecting books with translation rights potential. This area of publishing is still in its development stage in South Africa, and a lack of human resources, financial resources and support infrastructure are evident. These factors inhibit the visibility of Afrikaans literature world-wide. However, it is argued that awareness and training in this field, as well as revised strategies, could extend the reading and buying market of Afrikaans popular fiction authors over time.