How to Find Importers for Your Product Using HS Codes and Free Trade Data
Start with your product's HS code, then use free trade databases such as UN Comtrade, ITC Trade Map and the World Bank's WITS to see which countries import it, how much, at what average price and from whom. Shortlist the 3–5 markets that fit your product and price, check their entry requirements, and only then look for importers and distributors there.
Many exporters choose markets by habit: the fair they always attend, a country a friend sells to, or the first buyer who called. Trade data gives you a better starting point. It shows where your product is actually being bought, in what volumes and at what prices — before you spend money on travel, fairs or translation.
This guide walks through the method we use with exporters, step by step. You don't need paid tools to start.
Step 1: Find your product's HS code
The Harmonized System (HS) is the international product classification maintained by the World Customs Organization. Customs authorities and trade statistics use it, so it is the key that unlocks the data.
- The first 6 digits are the same worldwide. For example, 0805.10 covers fresh or dried oranges.
- Countries add more digits (8–10) for their own tariff lines, so the full code differs between markets.
- Use the 6-digit code for market research, and confirm the exact national code for each shipment with your customs broker.
Step 2: See which countries import it
With the 6-digit code, look up imports by country in a free database:
- UN Comtrade: the official UN database of international trade statistics.
- ITC Trade Map (International Trade Centre): import values, quantities and trends by country, with a free registration.
- WITS (World Bank): trade data plus tariff information.
Rank the importing countries by total import value and by growth over the last few years. A large market that is shrinking can be less attractive than a medium one that grows steadily.
Step 3: Check prices and competitors
Two more numbers help you choose between markets:
- Unit value: import value divided by quantity. It shows roughly what that market pays per kilo or ton, and whether your price can compete.
- Supplying countries: who already sells there. If Egypt already supplies a market, buyers know Egyptian product; if a competitor dominates, you need a clear reason for buyers to switch.
Trade statistics are averages and lag behind the market, so treat them as direction, not as a price list.
Step 4: Check access before you commit
A market is only attractive if you can enter it. For each shortlisted country, check:
- Tariffs and trade agreements that apply to your product.
- Food-safety and plant-health rules, such as maximum residue limits (MRLs) for pesticides.
- The certificates buyers there expect (see our guide on export certifications by market).
- Labelling and language requirements.
For the EU, the European Commission's Access2Markets portal shows tariffs and requirements by product code.
Step 5: Shortlist 3–5 markets
Score each market on demand, growth, price fit, competition and access, and keep the best 3–5. Fewer markets done well usually beat many markets done thinly: each one needs its own message, documents and follow-up.
Step 6: Find and reach the importers
Only now look for companies. Good sources include:
- Exhibitor lists of the main trade fairs for your product in that market.
- National importer and wholesaler associations.
- B2B directories and marketplaces for your sector.
- LinkedIn, to find the buyers or category managers inside those companies.
Before you write to them, make sure your website answers what importers check before asking for a sample — in their language where possible. Then reach out with a short, specific message and record every reply in a CRM so no conversation is lost.
Sources and free tools
Common questions
Is trade data really free?
Yes, for this kind of research. UN Comtrade and WITS offer free access, and ITC Trade Map asks you to register. Paid tools add company-level shipment data, but you don't need them to choose your first markets.
How recent is the data?
Annual data usually lags by about a year, because countries report after the year closes. Use the latest complete year and look at the trend over several years rather than one number.
Does the data give me the names of importers?
Country-level statistics don't. They tell you where to look. To find companies, use trade-fair exhibitor lists, importer associations, B2B directories and LinkedIn in the markets you shortlisted.
Can you do this research for us?
Yes. Our export market research and buyer acquisition service starts with a feasibility study by HS code, then a shortlist of markets, the ideal buyer profile and lead generation in those markets.
Want us to read the data for your product?
Book a free 30-minute consultation. Tell us your product and we'll show you how we would read the trade data for its HS code, and where to start.
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