Peru Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in Peru, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals.
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Selling Factors and Techniques
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Selling Factors & Techniques 

When selling in Peru, companies should focus on competitive pricing, as consumers are price-sensitive—especially in consumer goods—while capital goods buyers prioritize quality and after-sales support. Extending credit and leveraging both traditional advertising (TV, radio) and rapidly growing digital channels (notably Facebook and Instagram) are common sales techniques. Reliable customer service and local distribution networks are crucial, as support quality strongly influences purchasing decisions, particularly outside Lima and in specialized sectors like mining and petroleum.

Pricing

Product pricing is a key selling factor in the Peruvian market. Products from Asian markets, such as China, Taiwan, and South Korea, often outsell more expensive European or North American products in the consumer electronics, appliances, and automobile industries. However, consumers in the capital goods sectors (including advanced electronics and construction machinery) often prefer U.S. or European products, due to their higher levels of quality, durability, technology, customer support, and regional service.

Outside of Lima and some other major cities, the market is underpopulated and underdeveloped and generally does not offer attractive market potential. However, there are certain exceptions, such as large-scale mining operations along Peru’s Andes Mountain range and petroleum operations in the Amazon. Payments for major purchases are generally on a net 30-day basis, so requesting up-front payment or obtaining an irrevocable letter of credit is advisable when entering a new market or dealing with new customers.  Businesses make purchases with cash (U.S. dollars are widely accepted), wire transfers, or credit cards. Most retailers use credit terms as a sales technique, and major department stores issue their own credit cards.

Trade Promotion and Advertising

Peru’s advertising market grew to $574 million in 2023, recovering from a 2020 pandemic-driven decline of approximately 45 percent, fueled by both traditional and digital channels. Television, capturing 37 percent of ad spend in 2023, remains the dominant medium with a 91.6% penetration rate, led by Lima-based networks like Latina, América, Panamericana, ATV, ATV+, Global, and state-owned TV Perú, alongside a 70 percent cable TV household reach dominated by Movistar TV (62 percent), DirecTV (20 percent), and Claro (9 percent). Radio, with approximately 2,000–3,000 stations, plays a vital role in reaching isolated populations for regional news. Digital advertising is surging, with over 80 percent preference for digital platforms over traditional media, and with social media ad spending reaching an estimated $125–135 million in 2023 and growing. Driven by Facebook’s 26 million users (53 percent usership) and Instagram’s 6 million users (22 percent) as Peru’s fifth most-used social network and growing reach of YouTube and Tik Tok, online reach is growing. The El Comercio Group, owning El Comercio andGestión, and other outlets, commands a 60 percent share of Peru’s media market, while La República and state-owned El Peruano, publishing legislation since 1825, remain influential. These media dynamics, supported by Peru’s economic growth and the U.S.-Peru Trade Promotion Agreement, create robust opportunities for trade promotion. The growing digital ad market, particularly on social platforms, reflects increasing consumer engagement online, complementing television’s stronghold.

Sales Service/Customer Support

In Peru, customer service and after-sales support significantly influence purchasing decisions, particularly for products like automobiles and machinery requiring regular maintenance. Reliable local distributors are crucial for ensuring quality assurance, managing service logistics, and maintaining consumer trust. Asian-manufactured automobiles are favored for their superior servicing networks and widespread vehicle availability compared to U.S. brands. Conversely, U.S. mining equipment enjoys a strong reputation for exceptional after-sales service, outpacing competitors from other countries in Peru’s critical mining sector.

Local Professional Services 

  • Apoyo S.A.: economic studies, business consulting, market research, opinion surveys, multi-customer studies, strategic communication (Bilingual).
  • ConsultAndes: executive advisory, business development, public relations, community relations and public responsibility, crisis management, corporate communications (Bilingual).
  • DBM: outplacement consultant and career transition services.
  • Deloitte: auditing, consulting, tax, and legal services.
  • ERM: environmental consulting services.
  • Ernst & Young: accounting, auditing and tax advisory.
  • KPMG Caipo y Asociados: auditing, tax and financial advisory.
  • LB&C Logistics Business & Consulting: supply chain security, international trade, legal services.
  • Macroconsult: economic studies, business consulting, market research, infrastructure, regulation and competition, investment banking. (Bilingual).
  • Malaga-Webb & Asociados: business restructuring and corporate finance.
  • Organizacion Cuanto: economic studies, social studies, polls, market research.
  • Pricewaterhouse Cooper SCRL: auditing, accounting, tax and legal services.

Principal Business Associations 

  • American Chamber of Commerce of Peru (AmCham Peru)
  • Exporter’s Association (ADEX)
  • International Trade Society of Peru (ComexPeru)
  • Lima Chamber of Commerce (CCL)
  • National Society of Industries (SNI)
  • National Society of Mining, Petroleum, and Energy (SNMPE)
  • Peruvian Society of Hydrocarbons (SPH)

Limitations on Selling U.S. Products and Services 

Peru is open to trade with few limitations on U.S. products and services. However, the bureaucratic processes for setting up a business or operating in Peru can be complex. Foreign corporations must be formally incorporated and registered in the Peruvian Mercantile Registry and some contracts require formalities such as entry into public deeds or certification of signatures. This can be time-consuming and costly, so it is important to be aware of the requirements before doing business in Peru.

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