🎯 In 30 seconds: The US Commercial Service has staff in US embassies whose job is finding buyers for American companies. Its matchmaking services cost a few thousand dollars, and your state’s STEP grant may pay part of that. Add online B2B marketplaces for reach and one well-prepared trade show for trust, and you have a buyer pipeline.
The Commercial Service menu
Start at your local US Export Assistance Center (trade.gov office lookup). Fees below were listed on trade.gov in October 2026 and are now the same for all US companies regardless of size. They exclude extras like translation, travel and venue costs.
| Service | What you get | Fee |
|---|---|---|
| International Partner Search | A report on up to five interested distributors or partners, with profiles and contacts | $2,500 |
| Partner Search Plus Virtual Introductions | The same, plus video calls with up to five of them | $3,300 |
| Gold Key Service | In-country meetings with up to five pre-screened partners, staff attend, report afterward | $3,250 standard package |
| Trade missions | Group trip led by Commerce staff: one-on-one meetings, briefings, site visits | Fee-based, set per mission |
| Trade shows | US Pavilions and counseling at selected foreign shows; buyer delegations at some US shows | Varies by event |
Food and farm products have a parallel route: USDA’s Foreign Agricultural Service organizes USA Pavilions at endorsed agribusiness shows.
STEP grants
The State Trade Expansion Program is SBA money given to state and territory trade offices, which then pass it to small businesses. sba.gov lists eligible uses including trade missions, trade show exhibitions, translation, marketing materials, website localization, export training and Commerce Department services. Each state sets its own rules, caps and application windows, and funding varies by state and year.
To apply, find your state’s STEP contact in the SBA directory and ask what is open now. Many states reimburse after the activity, so you may need the cash up front.
Worked example with made-up state rules: your state reimburses half of approved costs. A Gold Key in Mexico City ($3,250) plus airfare and hotel ($1,400) is $4,650. If all of it qualifies, you get $2,325 back and your real cost is $2,325 for five vetted meetings.
Online B2B marketplaces
Business-to-business platforms such as Alibaba.com, Global Sources or industry-specific directories let foreign buyers find you. They are good for reach, weak on trust. Treat every inquiry as unverified:
- Screen the company on the Consolidated Screening List.
- Ask for a company registration number and a landline, and check them.
- Be wary of buyers who rush, overpay, or want goods sent to a third country.
- Use cash in advance or a letter of credit with any buyer you met online.
Getting the most from a trade show
- Pick the show with trade.gov’s event search, your industry association and your trade specialist. A show inside a US Pavilion gives you counseling and foot traffic.
- Book meetings before you fly. Email target buyers four to six weeks ahead. Ask the local Commercial Service office for help.
- Bring the basics: price list with Incoterms® (FCA and CIP are easy to explain), Schedule B or HS codes, minimum order, lead times, samples, and a one-page sheet in the local language.
- Qualify fast: who they sell to, how much they buy a year, who they buy from now.
- Follow up within a week with a pro forma invoice for anyone serious.
For marketing on a small budget, see Start a Business.