Expanding into retail stores in Latin America—especially in fast-growing markets like Panama—presents a powerful opportunity for brands ready to scale. But navigating the path from product to shelf can be complex, particularly in a region with diverse consumer behaviors, regulatory frameworks, and retail structures.
Here’s a practical guide to help you understand the steps to get your products into retail stores across Latin America, with a special focus on Panama.
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Latin America is not one market—it’s a mosaic of countries with unique retail ecosystems. Before entering, research:
Consumer preferences: What sells well locally? Preferences can differ dramatically between countries (and even within Panama).
Retail structures: Identify dominant players—hypermarkets, pharmacies, independent stores, or convenience chains.
Competition: Are there local brands or global players already doing well? What is your product’s competitive edge?
In Panama, modern retail coexists with informal markets. Large players like Super 99, Rey, Riba Smith, and El Machetazo dominate grocery retail, while Do It Center, Novey, and Felipe Motta are key in specialty categories.
Retail buyers evaluate products based on packaging, pricing, compliance, and perceived demand. Be ready to present:
Retail-ready packaging: Labeling should meet local language and regulatory standards.
Barcodes & SKUs: Your product needs to be traceable in store systems.
Shelf life & logistics: Ensure your product can withstand supply chain conditions (heat, humidity, distance).
Samples & Sell Sheets: High-quality physical samples, pricing sheets, and clear value propositions are a must.
In Panama, many retailers expect products to be priced with a 40-60% margin for the store.
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To sell in retail, your product must comply with local regulations. In Panama and much of Latin America, this means:
Product registration: Especially for food, cosmetics, or medical products.
Labeling in Spanish: Including ingredients, expiration dates, and country of origin.
Import licenses and permits: Depending on the category, you may need health certifications, phytosanitary permits, or customs documentation.
Local representation: Some retailers require a local entity or importer of record.
Pro tip: Working with an experienced compliance partner can drastically reduce time-to-market.
Retail access is often relationship-driven. You can approach stores directly, but for most brands, partnering with a local distributor or category buyer is more efficient.
Options include:
General distributors: Handle logistics, sales, and sometimes marketing (common in Panama).
Category-specific reps: Focus on niche markets (e.g., natural beauty or organic food).
Retail brokers: Often have pre-existing relationships and can pitch your product directly to retail buyers.
Look for partners with experience in your product category and who understand Panamanian retail culture.
Once a buyer is interested, be ready to negotiate:
Pricing and volume commitments
Trade marketing budgets (in-store promos, sampling, signage)
Return policies and payment terms
Slotting fees (sometimes required for premium shelf placement)
Retailers in Latin America typically ask for credit terms of 30–60 days. Be sure your cash flow can support this.
Want to learn how we can help bring your product to Latin American shelves?
Contact us for a free market readiness assessment
Getting into stores is just the start. To succeed, your brand must stand out and sell through. This means:
In-store activations: Sampling, demos, or promo stands.
Retail staff training: So store employees can speak about your product.
Digital-local integration: Support your retail presence with local social media, influencer partnerships, or point-of-sale content.
In Panama, many retail chains now expect brands to co-invest in visibility, including inclusion in flyers, newsletters, or in-store TV.
Finally, use sales data and in-store observations to optimize:
What SKUs perform best?
Which promotions drive sell-through?
Which retail formats work for your brand?
Use this insight to expand smartly—from one country to the next, from one category to a full product line.
Retail entry in Latin America and Panama isn’t just about supply and demand—it’s about local relationships, compliance, and consistent presence. At GetRetailAccess, we help international brands navigate every step of the process—from strategy and compliance to distribution and activation—so you can grow with confidence.
Want to learn how we can help bring your product to Latin American shelves?
Contact us for a free market readiness assessment