To find reliable importers online, first use free trade data (UN Comtrade, ITC Trade Map, WITS) to see which countries import your product, then search for buyers in those markets through directories, online marketplaces, social and professional networks and trade associations. Before you negotiate, check each company: its registration, its website and online history, its references and its financial standing.
For an exporter, a dependable importer is the route into a new market, and the internet has made the search much faster than it used to be. This guide covers where to look, how to check who you have found and how to negotiate once you have a serious buyer.
Know the import rules in the target market
Before you approach importers, learn how the import process works in their country. Find out which customs regulations, duties and taxes apply to your goods, and whether the product needs a permit or license to be imported. Both depend on the product’s HS code in the importing country’s tariff, so confirm the classification early. An importer will take you more seriously if you already know what clearing your goods involves.
Where to find importers online
Four kinds of online resources are useful. Search engines and business directories list importers and distributors by product and country. Online marketplaces let buyers find you, and let you see who is buying in your category. Social media and professional networks such as LinkedIn show who works in purchasing at the companies you are targeting. Trade and industry associations, chambers of commerce and export promotion bodies often keep member lists and run buyer-seller meetings.
Free trade data sources
These free and open data sources show trade flows by product and country, which tells you where demand is, and some help you check companies:
- UN Comtrade: detailed trade data by commodity and partner country.
- World Integrated Trade Solution (WITS): developed by the World Bank, with trade and tariff data for over 200 countries.
- International Trade Centre (ITC): trade statistics, market analysis and trade mapping tools for businesses and policymakers.
- Trade Map: developed by the ITC, with trade statistics and market access information for over 220 countries and territories.
- Data.gov: open US government data, including trade and commerce data from several US agencies.
- GlobalTrade.net: information on international trade, including trade leads, market research and regulations.
- Trade.gov (formerly Export.gov): the US International Trade Administration’s site to help US companies export goods and services.
- Eurostat: trade and economic data for the European Union.
- OpenCorporates: a database of companies and directors from around the world, useful for checking that an importer is a registered company.
- World Bank Open Data: development data, including trade statistics and indicators.
Trade data is organized by HS code, so searches work best when you know the code for your product. For an example of the trends this data reveals, see the analysis of global trade trends by HSN code from 2015 to 2023.
How to check that an importer is genuine
Screen every potential buyer before you commit to a deal. The aim is to confirm that the company exists, that it is trustworthy and that it can pay.
Check the website and social media profiles
Look at the importer’s website and social media accounts first. Warning signs include a poorly built website, wrong or incomplete contact details, and little or no social media activity. Established importers usually have a well-maintained website with full, accurate contact details and active social media accounts.
Contact references
Ask the importer for references, then contact them to confirm the company’s reputation, business ethics and record with the products it buys.
Run background checks
Verify the company’s registration, licenses and certifications, and assess its financial soundness. A company registry or a database such as OpenCorporates confirms that the business is registered. Third-party verification services that specialize in checking companies can also help.
Exchange samples
Where the other company is also supplying goods to you, ask for product samples before a large purchase so you can check their quality and confirm they meet your specifications.
Managing the process
Once you have a buyer, coordinate closely with suppliers, plan the shipping logistics and make sure the goods meet customs requirements. A detailed schedule, experienced partners such as a freight forwarder and customs broker, and close tracking of every consignment make the process easier to manage. Before the first shipment, review these common trade compliance mistakes.
Tips for negotiating with importers
Negotiating with importers takes some skill. Set clear objectives, understand what the importer needs and look for terms that work for both sides. In practice:
- Research the market, the sector and the importer before you start, so you know what to expect and where the difficult points are likely to be.
- Decide your minimum acceptable outcome in advance. It keeps you focused and stops you agreeing to a bad deal.
- State your requirements, objectives and expectations plainly, so there is less room for misunderstanding.
- Be flexible. Negotiation involves concessions on both sides, and flexibility helps you find common ground.
- Ask questions about the importer’s business and market. The answers lead to better decisions.
- Be confident in the value of your product and say so clearly; it puts you in a stronger position.
- Know when to walk away. If no acceptable agreement is possible, ending the negotiation can leave room for better opportunities later.
For the wider steps of setting up as an exporter, see how to start an export-import business, and for a market-specific example, the guide to exporting artificial jewelry to Singapore.