Uruguay - Country Commercial Guide
Selling Factors and Techniques

Identifies common practices to be aware of when selling in this market, e.g., whether all sales material need to be in the local language.

Last published date: 2021-11-08

s with sustained sales in Uruguay generally use the services of an agent or distributor.  Nearly all importers/distributors base their operations in Montevideo, although some maintain sales networks in the interior of the country.  A local representative keeps the U.S. firm up to date with local market conditions as well as changes in government policies affecting trade.

Pre-owned and refurbished equipment from the United States may be marketable in Uruguay, depending on the industry.

Uruguayans typically regard U.S.-manufactured products as high quality, but U.S. products at times may not have competitive pricing when compared to regional or global competitors.  U.S. manufacturers offering flexible, innovative, and competitive credit terms may overcome the price competitiveness hurdle for export sales to Uruguay.

Uruguayans consider sales support and customer service important factors when deciding which products to buy.   U.S. manufacturers should consider hiring local agents to provide customer support services.  Any product that requires operator training or needs after-sales technical service, such as medical equipment, should have a qualified local company ready to assist the customer.  After-sales technical service is mandatory in most public tenders.  Company representatives who respond from neighboring countries tend to be less satisfying to Uruguayan customers.

Trade Promotion & Advertising

Local advertising agencies are available. Many companies offer English-speaking professionals and have experience working with U.S. and other international companies. Several local ad agencies produce TV commercials for foreign clients.  El País, El Observador, and La República are the leading newspapers in terms of circulation, while Búsqueda is a highly respected, weekly business-oriented journal. Television and radio advertising are also widespread. Several major international advertising agencies maintain offices in Montevideo.  Digital media readership increased five-fold in the last eight years.

Traditional media outlets can provide ad-based campaigns and can offer a mix of printed and digital ads on their platforms, including El País, El Observador, and La Diaria. For retail products, companies may rely on TV and radio ads. Television and radio have huge penetration countrywide. Creating a local social media page for the company/product/service for the targeted audience is recommended.

Resourcdes for Advertising:

  • El País:
  • El Observador:
  • La República:  
  • Radio El Espectador:
  • Saeta TV:
  • Montecarlo TV
  • Teledoce TV
  • VTV:
  • Newsroom
  • InfoNegocios:

Foreign manufacturer