New consumer products are often introduced at a reception in an upscale hotel, accompanied by a newspaper, billboard, and social media campaign. As promotional competition intensifies, creative sales promotions — such as contests, drawings, and raffles — become increasingly relevant. Samples of products are often handed out at supermarkets and department stores. Participation in local exhibits and sponsorship of local events and conferences are standard practices for brand positioning. The local importer/distributor highly appreciates a shared budget for promotional campaigns and advertising. Brochures and other promotional materials in Spanish are preferred for marketing products. 

U.S. companies interested in finding representatives or distributors should look for ways of adding value to the relationship, such as supporting local marketing efforts to increase potential sales and providing training to the sales force or technical staff. U.S. products are highly accepted and preferred in the Salvadoran market. The critical purchasing factors are price, quality, and post-sale service. However, each sector has its unique characteristics and techniques. 

Trade Promotion and Advertising

Advertising in El Salvador is conducted through various media, including TV, radio, newspapers, and social media, with an estimated 20% of advertising dedicated to outdoor media. Advertising agencies will recommend the most appropriate media mix depending on the target market, the product’s nature, the message’s purpose, or the marketing plan. 

El Salvador has 47 television channels, which include commercial, educational, and religious channels with nationwide or specific territorial coverage. The main VHF channels with national coverage are 2, 4, 6, 8, 10, and 12. The first three are part of the same business group, Telecorporación Salvadoreña. There are 27 Ultra High Frequency (UHF) channels in the lower bands, with limited broadcasting ranges; some of these channels have national coverage links, such as channels 19 and 21. The main television channels are now transmitting their programming over the internet, targeting Salvadorans living abroad. 

There are 158 FM and 58 AM radio stations in El Salvador. Statistics indicate that 72% of FM stations primarily broadcast music, and 28% broadcast news, commentary, religion, sports, and/or educational programs. 

In print media, there are three newspapers with a combined daily circulation of over 250,000. El Diario de Hoy and La Prensa Gráfica are the leading dailies with nationwide coverage, with 80% and 65%, respectively, of the total circulation, followed by Diario El Salvador (the country’s first government-founded newspaper), Diario El Mundo, and Diario CLatino. El Diario de Hoy and La Prensa Grafica have sister publications aimed at a more visual audience, featuring stories with larger photos and shorter texts. El Diario de Hoy has a separate sensationalist tabloid Más!, and La Prensa Gráfica has both El Gráfico (sports) and Mi Chero (daily news). 

El Faro, Revista Factum, and Gato Encerrado are popular web-based news outlets.  Additionally, El Heraldo de Oriente and El País are digital newspapers reporting news from the eastern and western parts of the country. Government-aligned digital outlets such as La Página, Última Hora, and Diario 1 maintain a certain degree of audience appeal by producing short pieces focused largely on government programs.  The American Chamber of Commerce, the Chamber of Commerce and Industry, and other trade organizations circulate monthly magazines with paid advertising. Magazines with regional reach, such as Estrategia y Negocios, El Economista Regional, and SUMMA, are preferred advertising vehicles for economic and business groups.

The Construction Chamber (CASALCO) holds an event every two years. The Salvadoran Agriculture Chamber (CAMAGRO) organizes the primary agricultural products/and machinery trade show. In addition, the Salvadoran Association of Industry (ASI) organizes various local trade shows to promote different industry sectors, including the Energy Congress (COREN), related to renewable energy and electric mobility, the Regional Congress of Environmental Sustainability (CRESA), associated with environmental protection, and Innovation Week. 

Salvadoran companies frequently travel to trade shows in the United States to seek new products and business partners. For a list of U.S. trade shows supported by the U.S. Commercial Service in El Salvador, visit the U.S. trade shows in El Salvador. 

The U.S. Commercial Service offers customized solutions to help U.S. exporters, particularly small and medium-sized businesses, successfully expand exports to new markets. Our global network of trade specialists will work one-on-one with U.S. exporters through every step of the exporting process. To learn more about U.S. government trade promotion resources for new and experienced exporters, please visit Export Solutions.

Pricing

In El Salvador, the government regulates prices for liquefied propane gas, public transportation, energy, and medicines. The General Superintendency of Electricity and Telecommunications (SIGET) regulates the electricity and telecommunications sectors. Government ministries directly subsidize water services and establish the distribution service tariff. The Ministry of Economy and the Consumer Protection Office closely monitor the prices of retail gasoline, diesel, and basic food products and may fine retailers for confirmed price gouging. The Consumer Protection Law determines fines (classified as mild, severe, and very severe), which are established based on the size of the company, impact on consumer rights, the degree of effect on the life, health, and integrity of the consumer, and degree of participation in the violation, among other factors. The Sanctioning Court is responsible for issuing final resolutions or resolving incidents between parties, including ordering monetary compensation to the consumer.     

El Salvador assesses a value-added tax (VAT) of 13% on most goods. Excise taxes also apply to certain goods, such as alcohol, firearms, cigarettes, and new automobiles. Imported products may be subject to duties. Import tariffs for non-CAFTA-DR goods can vary. For example, raw materials import duties typically range from 0% to 5%, intermediate goods usually range from 5% to 10%, and finished goods are charged a maximum of 30%. Textiles, agricultural products, vehicles, and other non-essential products are subject to higher tariffs ranging from 15% to 164%. The tariffs only apply to products manufactured outside the Central American Common Market and non-U.S. products. 

CAFTA-DR reduced tariff and non-tariff barriers for U.S. exports into the region. Duties for U.S.-made products to El Salvador can be found in the CAFTA-DR Tariff Schedule.

Sales Service/Customer Support

With an estimated 2.3 million Salvadorans residing in the United States, Salvadorans are familiar with U.S. products and like to receive U.S.-level customer service. Sellers can gain an edge by offering good service and customer support. Consumers’ and/or end-users’ purchasing decisions vary depending on the product or sector. However, they are generally price-oriented and tied to credit conditions and after-sales service. The Consumer Protection Agency regularly raises awareness of standards, making this a more prominent factor in purchase decisions.

The Consumer Protection Law was reformed in June 2024 enhancing price transparency, protecting personal data, and cracking down on abusive business practices and misleading advertising. The reforms also introduce new protections for indebted consumers, including the imposition of limits on late payment interest (capped at 5% per year on the outstanding principal) and the prohibition of multiple charges for the same default event. In addition, the amendments clarified the procedures for withdrawing dangerous products from the market. 

Local Professional Services

The U.S. Commercial Service can often provide contact information for professional services such as legal counsel, transportation, hotels, translators, etc.; a list of resources is available in the Business Service Providers Directory (BSP).

Principal Business Associations

Several business associations in El Salvador actively advocate for the rule of law, transparency, economic growth, trade, competitiveness, and corporate social responsibility. Following is a partial list of the leading associations in El Salvador:

• American Chamber of Commerce of El Salvador (AmCham)
• Cámara Salvadoreña de Tecnologías de Información y Comunicaciones (CASATIC) (IT Chamber)
• Asociación Bancaria Salvadoreña (ABANSA) (Salvadoran Bank Association)
• Asociación de Distribuidores de El Salvador (ADES) (Distrbibutors’s Association of El Salvador)
• Asociación Nacional de la Empresa Privada (ANEP) (National Association for Private Enterprise)
• Asociación Salvadoreña de Industriales (ASI) (Salvadoran Industial Association)
• Asociación Salvadoreña de Importadores de Vehículos (ASALVE) (Salvadoran Association of Vehicle Importers)
• Asociación Salvadoreña de Importadores de Repuestos Automotrices (ASIRA) (Auto-Parts Impoters Association)
• Cámara de Comercio e Industria de El Salvador (CAMARASAL) (Salvadoran Chamber of Commerce and Industry)
• Cámara Salvadoreña de la Industria de la Construcción (CASALCO) (Salvadoran Chamber of the Construction Industry)
• Cámara de la Industria Textil,  Confección y Zonas Francas de El Salvador (CAMTEX)(Chamber of Textile, Apparel, and Free Trade Zones in El Salvador)
• Corporación de Exportadores de El Salvador (COEXPORT) (Exporters Corporation in El Salvador)

Limitations on Selling U.S. Products and Services

There are no limitations on selling U.S. products and services in El Salvador. There are restrictions on land ownership. No single natural or legal person (Salvadoran or foreign) can own more than 245 hectares of land. The ownership of rural real estate may not be acquired by foreigners whose countries of origin do not grant Salvadorans equal rights, except in the case of land for industrial establishments. Foreign citizens and private companies can freely establish businesses in El Salvador. 

Foreign-owned duty-free commercial centers or establishments in El Salvador’s seaports can operate as long as Salvadorans own at least 51% of the capital and the enterprise is organized in accordance with Salvadoran law.

CAFTA-DR, Annex 1, Schedule of El Salvador contains obligations and measures related to cross-border services and investment in the following sectors: cooperative productions societies, air services, communication services – advertising and promotional series for radio and television, television and radio broadcasting services, performing arts, circuses, construction and related engineering services, public account and public auditing, health services, legal services (notary public), teachers, customs agents, energy, road transportation services and land transport.