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Selling to international B2B buyers and connecting with genuine importers can be very complex and simple at the same time. B2B industry is in full swing. Finding the right customers is the first obstruction you need to defeat when trying to get into global trade. Whether you sell beverages or ballets, it’s easier than you think.

The most significant error you can make here is selling to international customers or importers in the same way you would sell in the domestic regions. The global importing community has a set of rules, laws, and customs, that must be followed.

Who are B2B Buyers?

B2B buyers are businesses or organizations that purchase goods or services from other businesses, rather than from individual consumers. B2B stands for “business-to-business.” These buyers may include procurement managers, purchasing agents, or other professionals responsible for sourcing and acquiring goods and services for their companies.

B2B buyers may purchase a wide variety of goods and services, including raw materials, finished products, software, hardware, equipment, and services such as legal or consulting services. B2B buyers may also be looking for specific qualities in their suppliers, such as reliability, cost-effectiveness, expertise, or flexibility.

Key Factors B2B Buyers Consider while Making Sourcing Decisions

B2B buyers consider many factors when choosing a supplier or vendor. Here are some of the key factors:

Quality: B2B buyers want products or services that meet their quality standards and are reliable. They want to work with suppliers that have a reputation for delivering quality products or services.

Price: B2B buyers are often looking to minimize costs, so the price is an important factor. However, buyers also recognize that the lowest price does not always equal the best value. They may be willing to pay more for a supplier that provides additional value or has a better reputation.

Delivery Times: B2B buyers may have tight deadlines or schedules to meet, so they need suppliers that can deliver products or services on time. Late deliveries can cause delays, additional costs, and lost business.

Customer Service: B2B buyers want to work with suppliers that provide excellent customer service. This includes being responsive to inquiries and requests, providing timely support, and being willing to work with the buyer to resolve any issues that arise.

Expertise: B2B buyers may require suppliers that have specialized knowledge or expertise in a particular area. They want to work with suppliers that have experience in their industry or can provide unique insights or solutions to their business problems.

Top 5 Ways to Find International B2B Buyers

If you want to design a successful and long-term exporting business for global importers, you must choose your strategy carefully. There are lots of choices that you can take into account to win new overseas opportunities. If you are unable to identify the right customers, all your efforts will be in vain. 

Doing business with someone who is geographically away, speaks a different language, and entertains a particular set of customs and laws is much more complicated than doing business with local merchants.

But, thanks to the modern-day’s best friend internet, there are quite a few places where an exporter can find prospective buyers. Trade fairs, B2B websites, foreign agencies, buying agents, the country’s embassy, and your own salesperson are just a few among many. 

B2B Websites

B2B websites remain the most effective way of reaching and convincing global buyers to purchase your products or services. The results that you will get via Online B2B websites are much better and quicker than possible with any other technique. Using B2B trade platforms means showcasing your products or services to a wide range of customers via digital storefronts. The initial thing that you need to do is find a decent online B2B website, register to the platform, and present your collection in front of a wide-ranging foreign buyers list. You can use the top b2b websites like Alibaba, Tradewheel, Amazon, and others. This contemporary business model has introduced reliability and speed into trade operations. They operate 24/7 internationally, providing you with adept opportunities to find international buyers.

Trade Fairs

Trade fairs are trade exhibitions or expos organized so that businesses belonging to a niche industry can come together to showcase and demonstrate all their latest items, services, and innovations. Trade fairs have evolved as a significant event for the business community that provides a chance for the exporters to influence and inspire international buyers with their products to build lasting business relationships. Businesses tend to attend these fairs to pursue as many importers as possible.

Foreign Agencies

A vast number of countries around the world entertain the idea of state-sponsored trading companies responsible for importing products. Do your homework and try to identify such agencies that can help you with your goal. Usually, these embassies have at least one representative who is happy to help you. Different agencies are tasked to import different products, such as raw materials, IT equipment, and more. With the services of a foreign agency representative, you can easily sell your products. Plus, such agencies usually require huge volumes and are not looking for 1-time trade. So it’s a win-win situation.

Commission Agents

Mimicking the practices of foreign agency agents, the commission agents also help the exporters identify the right places to pitch their products to gain reliable and genuine buyers. The key difference between the two is that commission agents are not employed by the government but work precisely to make a commission. These agents are middlemen, who find the right exporters and buy bulk consignments on behalf of local distributors. Dealing with such an agent is far too easier compared to the alternative. These agents are usually very motivated individuals as they are paid on commissions.


Another way to find the right international buyers for your business is by using a salesperson’s services. You can commission a sales agent in any country on your behalf to find individuals and firms who are interested in your products. These people can take away all your burden of finding the right customer and help you overcome various other obstacles like language barriers, etc. so that you can solely focus on manufacturing. These salespeople can accommodate you a lot, especially when you are trying to break into a foreign market for the first time. They have a better understanding of the market, buyers, and local customs. By having such an agent, you can be almost sure to avoid all scammers and deal with genuine importers.


There are always new people and new firms who are looking for exporters; the matter is to find them. One thing that shouldn’t be ignored is, if you serve an international buyer with poor service, late delivery, or ill quality, or behave in a way that an exporter should refrain from, chances are the word will get around, tarnishing your reputation as an eligible exporter. After you have connected with a genuine buyer, be sure to provide what you agree on. 

Incorporate one or more of the above-mentioned approaches to your buyer-finding criteria and get potential buyers for your exports easily.