Exporting a consumer product is mostly a compliance and distribution exercise. The product that sells well locally is rarely the same product you can ship: labelling, ingredient rules, certification and packaging requirements differ by destination, and each of those is a cost and a timeline before the first unit is sold.
Work out the route to market before you spend anything on compliance, because it determines which market you are complying with.
Know how you are getting to the shelf
Through a distributor, who buys from you and handles the market at the cost of margin and control. Through an agent, who sells on commission while you retain the relationship. Or directly, which requires presence in the market and far more capital.
Most small exporters start with a distributor. Read the agreement for exclusivity, minimum volumes, who owns the brand registration in that market, and how either side ends it. A distributor holding your trademark in their country is a problem that surfaces at the worst moment.
Compliance differs by destination
Labelling rules, permitted ingredients and additives, nutritional declaration formats, language requirements and certification all vary. A product legal here may need reformulation or relabelling there.
Export health certificates and product certification take time and money, so establish the requirements for one target market and do it properly rather than attempting several at once.
Get the paperwork and payment right
Exporters must be registered with the revenue service for customs purposes, and cross-border payments require documentation under exchange control. Confirm requirements with the South African Revenue Service before the first shipment.
Payment risk is the exporter’s real exposure. Use letters of credit or partial prepayment on early transactions, agree who bears bank charges, and allow realistically for settlement time. Cross-border payments in Africa in particular route through intermediaries and are slower than expected.
Support exists and is underused
Export promotion, market access assistance and trade mission support are available through the Department of Trade, Industry and Competition, including schemes that subsidise exhibiting at international trade shows.
Protect the brand in the destination market before launching there. Trademark rights are national, and registering after a distributor or a competitor has done so is considerably harder.
Frequently asked questions
What is the first decision when exporting?
Your route to market: distributor, agent or direct. It determines which market’s compliance you need and what margin you keep.
Why does compliance differ by country?
Labelling, permitted ingredients, nutritional formats, language and certification requirements all vary, sometimes requiring reformulation.
What is the biggest financial risk?
Payment. Use letters of credit or partial prepayment early, agree who bears bank charges, and allow for slow settlement.
What should I check in a distributor agreement?
Exclusivity, minimum volumes, who registers the trademark in that market, and how either party terminates.
Is there government support for exporters?
Yes, including market access assistance and subsidised participation in international trade shows, which is widely underused.
Further reading
Originally published in August 2018. Updated September 2026 into guidance on exporting a consumer brand rather than reporting one launch.
