How small businesses can find overseas buyers and start exporting

Key points

• You can find overseas buyers through marketplaces, LinkedIn, trade shows, industry networks and online sales platforms.

• Qualify buyers before you contact them so you focus on those who are relevant, trustworthy and able to buy from you.

• Start conversations in a simple, low-pressure way and build trust through clear communication and proof of quality.

• Match your sales process to how international buyers make decisions, and guide them step by step.

• Use a clear proposal and straightforward payment and shipping terms to secure the first order.

• Deliver a smooth first shipment to build confidence and turn one-off orders into ongoing international sales.

Selling overseas is rarely something businesses fall into by accident. It starts with a decision.

You've done what you can in the UK, you know your product has potential and you want to reach people in other markets. The question is no longer why, but how.

The first barrier is usually the same for everyone. Before you can grow through international trade, you need to find the right overseas buyers and start real conversations with them. Buyers who understand your product, value your story and can see a clear place for you in their market.

That's the focus of this guide. We look at where to find international buyers, how to reach out and how to turn early interest into international sales.

Some of the routes are digital, some are face to face, but all are practical and realistic for small businesses with limited time and budget.

If you're ready to take the next step and start selling overseas, the information that follows will give you a clear starting point and a process you can put into action straight away.

1. Where to find overseas buyers

Before you spend money on flights or translation, it helps to know where international buyers actually look for new suppliers and products.

Most small businesses make the mistake of trying everything at once. A better approach is to pick a small number of routes, test them and double down on what works.

Below are the most reliable places to find overseas buyers, both online and in person.

B2B marketplaces and buyer platforms (for wholesalers, retailers and importers)

If your goal is to sell to distributors, agents, retailers or wholesalers, start with platforms built for international trade.

These attract buyers who are already searching for products like yours. Examples include:

• Alibaba

• Global Sources

• europages

• IndiaMART

• DHgate

How to use them well

• Build a detailed profile with strong product photos.

• Reply fast to any enquiry.

• Check buyer profiles and reviews to avoid time-wasters.

• Start with small trial orders to build trust on both sides.

Online marketplaces (for direct-to-consumer international sales)

If you sell products that ship easily to customers, you can reach international buyers without finding retailers first. Here are some useful platforms to consider:

• Amazon Global

• Etsy

• eBay International

• Not On The High Street (export-enabled)

• OnBuy

Why this works

• Buyers already shop there.

• Cross-border logistics tools are built in.

• Good for testing demand before scaling.

A good tip is to start with one country and one platform. Prove demand, then expand.

LinkedIn outreach (B2B)

LinkedIn is still one of the fastest ways to find and speak to buyers directly. It works well for suppliers, manufacturers and service-based exporters.

Simple three-step approach

1. Connect (short message, no selling).

2. Comment on their posts or industry news.

3. Send a short, friendly message about your product once you've built a rapport.

This avoids the "spam seller" problem and starts a real conversation.

Trade shows, export events and trade missions

Trade shows remain one of the most effective ways to meet overseas buyers face to face. You don't always need a stand. Visiting can be just as useful, especially when budgets are tight.

Your goal at a trade show

• Prepare a short intro about your product.

• Collect contacts; don't pitch at length.

• Follow up within 48 hours while conversations are fresh.

If you want added support, trade missions from groups like the Department for Business and Trade (DBT) or local Chambers of Commerce can open doors to vetted buyers.

Trade associations, chambers and industry networks

Many industries have built-in networks you can tap into. These groups often know who buys what, and in which country.

Look at:

• UK trade associations in your sector

• local Chambers of Commerce

• overseas chambers in your target country

• DBT industry working groups

One introduction from the right network contact can beat months of cold outreach.

Choosing the best route for you

If you want to start fast on a small budget:

• B2C (business-to-consumer): Begin with marketplaces plus social media.

• B2B (business-to-business): Start with LinkedIn plus a buyer directory or platform.

If you want long-term partnerships, add shows, distributors and chamber networks into your plan.

2. How to qualify buyers and start conversations

Once you've found potential overseas buyers, don't contact everyone. Some will waste time, expect impossible pricing or lack the authority to buy.

A short qualification step helps you focus on buyers who are real, relevant and ready. After that, you can start conversations in a way that feels natural and leads to trust.

Step 1: Qualify the buyer (quick checks before you reach out)

Look for three signals:

1. Fit: Do they sell or buy products like yours? Check their website, range, price level and target customer.

2. Credibility: Do they look established? Check company age, location, certifications, reviews or distributor list.

3. Authority: Are you speaking to someone who can decide or influence? On LinkedIn, look for roles like buyer, category manager, head of procurement, import manager or founder.

If a buyer fits your market, looks legitimate and has the right level of influence, move them to your outreach list. If not, drop or park them. This keeps your pipeline clean.

Step 2: Start the conversation (B2B and B2C approaches)

Your first message should not try to sell. The goal is simple: open a dialogue.

B2B outreach (LinkedIn or email)

Message 1: Connection

Keep it short. Reference something specific about their market or product. Don't pitch!

Example:

Hi Maria, I can see you supply organic snacks across the DACH region. We work in this space too and I'd like to connect and learn more about your market.

Message 2: Light engagement

Comment on a post or share something useful. Show you understand their world. Again, don't pitch.

Message 3: First offer of value

Include one short sentence on what you do, and one sentence on how it helps. Invite them to join a short call, but don't push.

Example:

We supply small-batch snack products to retailers who want something different to the big brands. If you're open to it, happy to share samples or set up a short call.

This rhythm builds rapport without pressure.

B2C outreach (for global D2C sellers)

Focus on visibility, not one-to-one contact.

• Make sure your website is clear for international buyers (shipping, returns, currency, delivery times).

• Run small paid ads in your target country.

• Use social proof (reviews, testimonials, user-generated content).

• Always include a clear CTA: Shop now, Request a sample, Join our mailing list.

Step 3: Move the conversation forward

Once a buyer shows interest, keep the momentum. Ask short questions. Share relevant information only.

Suggest the next step clearly (samples, call, quote, meeting). The early stage is about clarity, not persuasion.

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3. How to build trust with overseas buyers

Trust is the deciding factor in most international sales. Overseas buyers take a bigger risk than domestic ones.

They can't visit your office easily, they may never meet you in person and they often work in a different language and time zone. Until they trust you, they'll hesitate.

Your goal is to remove doubt and make the buyer feel confident that working with you is a safe and smart decision.

Be fast, clear and consistent

Speed matters. Many international buyers rule out suppliers who respond slowly, so do these three things:

• Reply within 24 hours (even if you don't have the full answer yet).

• Confirm what you've understood in your own words.

• Share clear timelines and stick to them.

Reliable communication builds trust faster than big promises.

Make the process easy to understand

Confusion kills deals. Overseas buyers need to know what happens after they say yes. Create one simple one-page overview that explains:

• how to order

• lead times

• shipping options

• payment terms

• minimum order quantities

• after-sales support

When a buyer can picture the journey, the risk feels smaller.

Use proof, not claims

Buyers trust evidence, not enthusiasm. Share practical proof early.

For B2B:

• Case studies

• Photos of production or packaging

• Certifications

• Test results

For B2C:

• Reviews

• Customer photos

• Short testimonials

Proof reduces fear and moves the buyer closer to a decision.

Show respect for culture and working style

Small cultural gestures go a long way. Every market has its own pace, tone and expectations.

Examples:

• German buyers often like detail and preparation.

• Middle Eastern buyers usually value personal rapport first.

• US buyers tend to expect fast replies and clear pricing.

Observe, listen and mirror where appropriate. You don't need to change who you are, just show awareness.

Start small and grow from there

Instead of pushing for a large first order, offer a small starter or sample shipment. It shows confidence in your product and reduces pressure for both sides.

Your message is simple: "Let's start small, get this working and grow together." Small wins build strong long-term partnerships.

4. How international buyers make decisions

International buyers rarely make quick decisions, even when they like what they see. They follow a process that reduces risk and gives them confidence they're choosing the right supplier.

If you match your sales approach to their decision-making steps, conversations move forward. If you don't, deals stall.

Your job is to guide the buyer through each stage without rushing.

The buyer's journey (what they think, step by step)

Most international buyers follow a pattern:

1. Awareness: "Who are you and what do you actually do?"

2. Interest: "Could this be useful for us?"

3. Evaluation: "Do you meet our needs, and can we trust you?"

4. Validation: "Where is the proof? Who else buys from you?"

5. Decision: "Is the price fair, is the risk low and are we confident?"

6. Onboarding: "Will this supplier deliver smoothly once we say yes?"

If you know what the buyer is thinking at each stage, you can deliver the right information at the right time.

Your matching sales process (what you should do at each stage)

• Awareness – brief intro, product clarity, no pressure

• Interest – short call, ask questions, understand their needs

• Evaluation – samples, price ranges, basic documents

• Validation – proof, case studies, references, certifications

• Decision – full proposal, clear terms and simple next step

• Onboarding – smooth handover, proactive communication

This alignment reduces friction and makes the buyer feel understood.

How to guide the buyer through the stages

To keep momentum, focus on three skills:

1. Ask before you answer

The more you understand their business, the easier it is to tailor your proposal. Here are some good starter questions:

• What problem are you trying to solve?

• What matters most to you in a supplier?

• What would a successful first order look like?

2. Share the right detail at the right time

Don't send everything at once. Give just enough information to move to the next step. It stops the buyer feeling overwhelmed.

3. Make every stage feel safe

Reduce uncertainty through transparency, small commitments and clear timelines. When buyers feel safe, they move faster.

5. How to create a strong proposal and secure the first order

Once a buyer is interested and trusts you, the proposal is where they decide whether to move forward. A good proposal should be simple to read, clear on value and easy to say yes to.

Many exporters lose deals at this stage because their proposal is too long, too vague or too complicated. Your aim is to make the buyer feel confident, informed and ready to act.

What overseas buyers want to see in a proposal

International buyers look for five things:

1. Clarity — no confusion about product, price or process

2. Confidence — proof you can deliver on what you promise

3. Control — simple terms that feel fair and balanced

4. Low risk — a clear path if anything goes wrong

5. Commitment — evidence you'll support them after the first order

If your proposal covers these points, you're already ahead of many suppliers.

Proposal template you can reuse

Below is a structure you can apply to most international sales, whether B2B or B2C wholesale orders.

1. Summary of their situation: Show you understand their goal or challenge.

2. What you'll supply: Clear product details, quantities, variants and key features.

3. What the buyer gains: Benefits, not hype. Focus on cost, quality, reliability or customer demand.

4. Pricing and terms: Break down:

   1. unit price or price range

   2. minimum order quantity

   3. payment terms

   4. currency

   5. incoterms (for example, FOB, CIF, DDP)

5. Delivery and timeline: Lead time, shipping method and estimated arrival.

6. Proof: Certs, quality standards, product tests, reviews or references.

7. Support and next steps: Who they contact, what happens after the order, sample or trial option if relevant.

8. Call to action: Keep it simple: "If you're happy, I can send the draft contract and arrange sample delivery this week."

Short checklist: Before you send your proposal

Make sure you can say yes to each question:

• Is it clear and easy to skim?

• Is the pricing transparent and in the buyer's currency?

• Have you shown proof, not just claims?

• Did you offer a simple next step?

• Would you sign this if you were the buyer?

If all answers are yes, send it.

After the "yes": Delivering the first order

Winning the order is not the finish line. The first shipment decides whether you become a long-term supplier.

To build trust quickly:

• confirm every detail in writing

• share progress updates without being asked

• track the shipment and alert the buyer early if timelines shift

• check in after delivery

A smooth first order is the strongest sales tool you have.

6. Getting paid and shipping your first overseas order

Once a buyer agrees to work with you, two practical questions follow fast: how you'll get paid and how you'll ship their order. Clear terms protect both sides and remove stress from the relationship.

How to choose safe payment terms

For a first order, keep it simple and low risk. The following are some common options:

• Upfront payment: Safest for you. Works well for small orders or B2C sales.

• Deposit plus balance before shipment: A fair middle ground for B2B. For example, 30% to start production and 70% before dispatch.

• Escrow or secure marketplace payments: Useful if neither side knows each other well.

• Letter of credit: Safe but paperwork-heavy. Usually only worth it for large shipments.

Whatever you choose, confirm the currency, payment method, bank fees and timelines in writing before you ship anything.

How to ship with fewer problems

Start with a basic plan that is easy to manage. For early orders, many exporters choose:

• a reliable freight forwarder or courier

• a tracked service

• a clear incoterm such as FOB or DAP, depending on who handles customs and duty

Share delivery timelines with the buyer and send updates without being chased. Good communication during shipping builds trust quickly.

First-order checklist

Before dispatch, check:

• payment terms are agreed

• shipping is booked and incoterms are confirmed

• all the relevant documents are prepared (invoice, packing list, HS code)

• the buyer has tracking information

• you know who to contact if something goes wrong

A smooth delivery helps convert a first order into repeat business.

7. FAQs about exporting and international sales

How do I reduce risk when selling overseas?

Think in three areas:

1. Quality: Start with smaller batches, especially if you are shipping food, cosmetics or anything with strict standards. Check every step in your production and packaging process to stop issues before they reach the buyer.

2. Supply: Keep a small buffer of stock for confirmed buyers so you don't miss deadlines. Too little stock loses orders. Too much stock kills cash flow.

3. Cost: Know your full landed cost. Include product, packaging, storage, samples, shipping, importer fees, distributor margins and tax. Profit disappears fast if you only calculate unit cost.

What is the best way to communicate with overseas buyers?

Video is usually best at the start. It builds rapport and reduces misunderstandings.

If it's expensive for you to travel, use Zoom or Teams to replace the first few meetings.

If you need to call by phone, email first to set a time. Cold calls across time zones often irritate buyers.

What is the most important thing to get right in international sales?

The relationship. If a buyer trusts you, they'll be patient when things go wrong and open doors in their market.

Trust forms through clear communication, reliable delivery and respect for their way of working.

Is it better to sell through distributors or sell direct?

Both models can work, but here's a simple rule:

• If you want faster access to a new market with less upfront cost, use a distributor or agent.

• If you want more control and higher margin, sell direct, but be ready to invest more time, marketing and service.

For many small businesses, the best route is to start with a distributor, learn the market, then add direct sales later.

How many markets should I target at once?

One at a time. Test, learn and adjust. When you have proof and a smooth process, expand to the next market. Spreading too early leads to weak results everywhere.

Conclusion

Selling overseas works best when you approach it with patience and a clear plan. International buyers want the same things as buyers at home: clarity, honesty and confidence that you can deliver.

If you communicate well, stay organised and follow through on what you promise, you give them every reason to work with you.

Use what you've learned here to focus on the markets that make sense for your product. Build relationships, learn how each buyer prefers to work and keep refining your process as you go. Over time, those early conversations turn into repeat orders and steady international sales.

People also read

• Expanding into foreign markets: Key barriers and how to break through

• Managing language barriers and cultural differences when selling overseas

• Building your brand internationally

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