Colombia traditionally has been a “natural” market for products and services from the United States. Among the factors favoring U.S. exports to Colombia are the geographic proximity of the two countries, many Colombians who study abroad study in the United States and develop an affinity for U.S. products, the large number of U.S. firms operating in Colombia, the technological leadership that the United States maintains in many key industrial sectors, the existence of a free trade agreement between the two countries, and the high quality of U.S. made products.

However, U.S. suppliers should be aware that their ability to compete in Colombia could be hampered by unfair business practices such as contraband, counterfeiting, intellectual property rights violations, under-invoicing, money laundering, and dumping. If a company has specific concerns, it should check with the U.S. Commercial Service office in Bogota. 

Quality, profitability, functionality, financing, and price all play an important role in the buying decision. After-sales service is key, not only to the original buying decision but also to maintain sales relationships. U.S. suppliers must have a representative with adequate operations or obtain a Colombian representative who can offer sufficient after-sales service. Colombians prefer to deal directly with manufacturers rather than trading companies to obtain better prices, guarantees, parts, and after-sales servicing.

U.S. firms competing for major infrastructure contracts should begin early in the contracting cycle. U.S. manufacturers and construction, service, and engineering companies should initiate contact as soon as possible with government entities and private firms that have indicated plans, or even just an interest, in developing projects. Once a project has gone to tender, it is usually too late to be competitive if the supplier company has not already involved themselves up front in the process.

As mentioned in the section “Selling to the Government,” a local agent or legal representative is required for all government contracts. Therefore, U.S. companies interested in government procurement or contracts should conduct due diligence and appoint an agent or representative as quickly as possible.
 

Trade Promotion and Advertising

Advertising is a powerful tool for introducing new products in Colombia. Businesses commonly use a mix of media channels, such as radio, television, social media, and print publications, to reach a broad audience. Promotional activities, including raffles, discount coupons, and loyalty programs, are also widely employed to drive consumer interest. Companies must ensure compliance with local regulations, such as Law 1480 of 2011 (Consumer Protection Statute) and Circular No. 10 of the Superintendence of Industry and Commerce, which require that advertisements be truthful and non-deceptive. Moreover, digital and social media advertising requires consumer consent before processing personal data under local privacy laws.

Colombia has approximately 30 important daily newspapers (three of the principal daily papers are from Bogota), many trade and business papers and magazines, nationwide and regional television networks, AM and FM radio stations, and private local cable TV companies. Also available is a great variety of business, industrial, and trade publications from most Colombian industrial and trade associations and private publishers. Most publications have websites. U.S. exporters of consumer goods should seriously consider advertising in local daily papers in major cities. 

The Colombia Business Service Providers (BSP) Directory contains information on service providers that U.S. exporters can contact in pursuit of export sales. Also, the U.S. Commercial Service offers the Single Company Promotion to U.S. companies, a promotional service to help increase the awareness of U.S. companies’ products/services in a specific market. 

Most Popular News Sites in Colombia 

• Elespectador.com
• Eltiempo.com
• Semana.com
• ElNuevoSiglo.com.co
• LaRepublica.co
• Portafolio.co

Regional Newspapers

• El colombiano (Medellín)
• El Heraldo (Barranquilla)
• El País (Cali)
• El Universal (Cartagena)
• La Opinión (Cúcuta)
• La Patria (Manizales)
• La Tarde (Pereira)
• Vanguardia Liberal (Bucaramanga)

Magazines

• Cromos
• Dinero
• La Nota Económica
• Latinpyme
• Semana

Radio Networks

• BLU Radio
• Caracol
• La FM (Part of RCN’s radio network)
• La W (part of Unión Radio/Caracol)
• RCN
• Todelar

TV Networks

• Cable Noticias
• Canal RCN
• Caracol
• CM&
• NTN24

When considering where to place ads, some of Colombia’s major media outlets include newspapers like El Tiempo, El Espectador, and La República and magazines such as Semana and Dinero. Popular radio stations include Caracol Radio and RCN Radio, and TV networks like Caracol TV and RCN TV also offer broad reach.

For businesses looking to participate in trade events, Corferias in Bogota is a key venue for trade shows, and ProColombia, a government agency, supports international trade activities. Additionally, regional chambers of commerce and industry associations can offer valuable insight into trade events and promotional resources tailored to specific sectors.

Pricing

It’s important to account for various pricing factors when selling in Colombia. The pricing structure should include the cost of goods sold (COGS), which covers production or wholesale prices, import duties, and customs fees. Import duties can vary by product category and range from 0% to 20%, with additional customs handling fees calculated as percentage of the CIF (Cost, Insurance, and Freight) value. The standard VAT rate in Colombia is 19%, though some products may qualify for exemptions or reduced rates.

The pricing model should also incorporate Municipal fees, packaging, and logistics expenses. Businesses must then set a competitive profit margin based on local market conditions. Additional considerations include withholding taxes, which can range from 10% to 33% depending on the transaction type, and the Financial Transaction Tax (GMF), which applies to most financial transactions at a rate of 4x1000. Currency exchange fluctuations should also be considered when pricing products in U.S. dollars or other foreign currencies.

Department stores and supermarkets extend concession contracts to individuals and companies by permitting promotional space in their facilities to promote and sell consumer goods. These promotions include familiar and unknown labels, and the goods are sometimes offered at discount prices. If the products are unknown in the market, the department stores or supermarkets may place them in the stores on a demonstration basis for a given period. They will only place new orders if the products are well accepted by the public and sell relatively quickly. The largest supermarkets and drugstores also carry private labels at discount prices.

Suppliers to large chain stores, supermarkets, and superstores must provide certain guarantees on the continuity of products offered to avoid the foreign surplus stock or remnants entering the Colombian market (i.e., foodstuffs, textiles, apparel, appliances, etc.). Imports of old or used clothing, closeouts, irregulars, off-season, or expired merchandise are prohibited.

When buying a food product, Colombians look for three things: brand recognition, which is usually related to high quality and social status; reliable and sufficient nutritional information, such as the number of portions, nutritional value, and expiration date; attractive, colorful packaging and labeling. This tends to be more important for children’s products. All this information should be in Spanish.

Sales Service/Customer Support

Colombia’s sales and customer support practices are integral to building strong relationships and ensuring long-term success. Colombians value personalized service, so businesses need to build trust through direct communication and face-to-face meetings. Negotiation is common, with companies expected to offer flexible pricing and payment terms, especially with installment options.

Product knowledge is highly valued in sales, so demonstrating a product’s functionality and long-term benefits is crucial. After-sales engagement is equally important, as follow-ups are expected to confirm product quality and offer troubleshooting support. Government and private firms often request that their potential suppliers provide testimonials regarding client satisfaction with equipment and after-sales service.

“Warranty imports” are an important factor supporting after-sales service in Colombia. Warranty imports that include replacement parts and components by a foreign manufacturer or supplier are exempted from Colombian import duties. 

Article 141 of the Colombian Customs Code of 2000, initially in Decree 2685 of 1999, replaced by Decree 1165 of 2019, currently governs Colombia’s customs regime. Decree 659 of 2024 introduced amendments to this regime. Under Decree 659 of 2024, the provisions regarding the re-importation of goods under warranty are detailed in Article 31, which modifies Article 208 of Decree 1165 of 2019. This article allows for re-importation in the same state of goods previously exported, provided they are within the validity period of the commercial warranty granted to the product. The goods must not have undergone any modifications, and it must be fully established that the re-imported goods are the same as those that were exported. In such cases, the warranty supports documentation for the re-importation process. 

For re-exportation, the decree specifies that if goods are found defective, malfunctioning, or unsuitable for use after importation into Colombia they can be re-exported to the original foreign supplier or manufacturer duty-free under warranty provisions and temporary admission or special customs regimes, if proper procedures and documentation are followed. When an international freight agent carries out the re-export, the operation is covered by the global guarantee referred to in Article 28 of the same decree. This provision ensures that additional guarantees are not required for re-export operations. 

Regarding customer support, businesses should provide responsive service across multiple channels, including phone, email, social media, and in-person. Bilingual support is also recommended in urban areas, where some Colombians speak English fluently. Clear product warranties, easy returns processes, and accessible technical support are key to customer satisfaction. Additionally, customer loyalty programs, such as reward points and discounts, effectively encourage repeat business.

Cultural sensitivity is important in all interactions. Colombians appreciate respectful and polite communication, especially during initial meetings. Patience is often required as business discussions may take time to establish. Showing genuine interest in a customer’s needs and providing personalized service can foster strong, long-term relationships.

Local Professional Services

U.S. companies bidding on major government, or even private sector, projects/procurement and those entering joint ventures or other long-term contractual arrangements should seek local legal advice. Also, companies concerned about protecting intellectual property such as trademarks, copyrights, and patents should seek legal counsel before entering the Colombian market.

Many good Colombian law firms specialize in various aspects of commercial law. Additionally, many major U.S. firms that operate internationally have affiliate arrangements in Colombia. Some legal and business services providers in Colombia are found on the U.S. Commercial Service’s Colombia webpage.

Principal Business Associations

• Association of Automotive Importers and Exporters (Asopartes) - Asopartes is a non-profit association representing and defending Colombia’s automotive sector’s social, commercial, and technical interests. It provides a communication channel between government authorities and private companies to advocate for industry’s needs.
• Association of Pharmaceutical Research and Development Laboratories (AFIDRO) - AFIDRO is a private, non-profit trade association that unites R&D-based pharmaceutical companies in Colombia. It advocates for strong intellectual property protections, efficacy, and pharmaceutical safety standards in the healthcare sector.
• Banking Association (Asobancaria) - Asobancaria represents Colombia’s financial sector, including national and foreign commercial banks, financial corporations, and official institutions. Its mission is to promote the development of the banking system in alignment with the country’s economic and strategic goals.
• Colombian Association of Airlines (ALAICO) - Founded in 1995, ALAICO is a non-profit organization representing the interests of Colombia’s international air transport industry. It works to support and promote aviation development and policy.
• Colombian Association of Flower Exporters (Asocolflores) - Established in 1973, Asocolflores promotes and represents Colombia’s floriculture sector. It strengthens the competitiveness of flower exporters both domestically and internationally, with headquarters in Bogota and regional offices in Antioquia and Pereira.
• Colombian Association of Hospitals and Clinics (ACHC) - ACHC is a non-profit entity that enhances healthcare institutions’ technical and administrative capacities through training, advocacy, and information services.
• Colombian Association of Integrative Medicine Companies (ACEMI) - Founded in 1992, ACEMI is a non-profit organization representing private companies administering health benefit plans and services in Colombia’s healthcare system.
• Colombian Association of Systems Engineers (ACIS) - ACIS is a non-profit association that brings together over 1,500 professionals in systems engineering. It promotes human capital development in IT and supports the ethical and practical use of information and computing technologies.
• Colombian Association of Travel and Tourism Agencies (ANATO) - ANATO, founded in 1949, is a non-profit organization that advocates for the interests of travel and tourism agencies across Colombia. It has nine regional chapters and works to strengthen the tourism sector’s competitiveness.
• Colombian Engineers Society (SCI) - Established in 1887, SCI is a non-profit society that promotes the advancement of engineering and science to improve quality of life. It provides technical advisory services across various engineering disciplines.
• Colombian Federation of Cattle Ranchers (FEDEGAN) - FEDEGAN, founded in 1963, represents Colombia’s cattle ranchers and related stakeholders. It offers policy advocacy, market analysis, and technical support to enhance the livestock sector.
• Colombian Hotel and Tourism Association (COTELCO) - COTELCO is the leading association representing Colombia’s hotel and tourism sector. It works to improve the industry’s competitiveness and service quality through advocacy, training, and research.
• Colombian Merchants Association (Fenalco) - Fenalco represents Colombia’s trade and service sectors. With headquarters in Cota and 14 regional offices, it supports private enterprise through policy advocacy and services that enhance business competitiveness.
• Colombian Petroleum Association (ACP) - ACP is the trade association representing private companies engaged in oil and gas exploration, production, transportation, and distribution in Colombia. It promotes policies that support energy sector growth and sustainability.
• Council of American Enterprises (CEA) - Founded in 1962, CEA is a non-profit organization representing U.S.-majority-owned companies operating in Colombia. With over 120 member companies, CEA advocates for investment, regulatory coherence, and economic growth across key sectors.
• National Association of Foreign Trade (ANALDEX) - ANALDEX, founded in 1971, promotes Colombian exports and supports trade policy development. It provides consulting, capacity-building, and strategic advice to enhance Colombia’s global trade presence.
• National Coffee Growers Federation of Colombia (FNC) - Founded in 1927, FNC is a non-profit organization representing over 500,000 coffee-farming families. It is one of the largest rural NGOs globally, supporting Colombian coffee production, research, sustainability, and international promotion.
• National Federation of Cereal Growers (FENALCE) - Founded in 1960, FENALCE represents nearly one million families in Colombia’s grain sector. It promotes domestic cereal production and supports producers of crops such as corn, sorghum, wheat, and barley.
• National Financial Entities Association (ANIF) - Since 1974, ANIF has evolved into an influential private think tank on economic policy. It conducts research, disseminates insights, and organizes forums influencing financial and macroeconomic policymaking.
• National Industries Association (ANDI) - Founded in 1944, ANDI is Colombia’s leading business association representing companies from industrial, financial, agribusiness, and service sectors. It promotes free enterprise, innovation, and sustainable economic development.
• Plastic Industries Association (Acoplásticos) - Acoplásticos is the trade association for companies in Colombia’s plastics, chemical, petrochemical, rubber, and fiber sectors. It advocates for industry growth, sustainability, and regulatory improvement.
• Small Business Association (ACOPI) - Founded in 1951, ACOPI represents Colombia’s small and medium-sized enterprises (SMEs). It supports SME productivity, innovation, and policy engagement, with headquarters in Barranquilla and a strong presence in the Atlantic region.

Limitations on Selling U.S. Products and Services

Colombia maintains a generally open foreign investment regime; however, notable restrictions remain for certain sectors, especially those deemed sensitive or strategic by the government. U.S. companies seeking to sell products or provide services in Colombia should be aware of these limitations, which can affect market entry and operations.

Foreign investors face exceptions and restrictions in the following sectors: television concession and nationwide private television operators, radio broadcasting, maritime agencies, national airlines, legal practices, and shipping. Investment in the financial, hydrocarbon, and mining sectors is subject to special regimes. 

All foreign direct investment establishing a commercial presence in Colombia requires registration with the Superintendent of Corporations (‘Super Sociedades’) and the local chamber of commerce. Colombian law regulates the number of foreign personnel in several professional areas such as architecture, engineering, law, and construction, where firms with more than 10 employees may not have more than 10% of the general workforce, or 20% of the specialists can be foreign nationals. 

Economic needs tests are required when foreign providers of professional services operate temporarily; residency requirements restrict the trans-border trade of certain professional services such as accounting, bookkeeping, auditing, architecture, engineering, urban planning, and medical and dental services. 
A commercial presence is required to provide information processing services and to bid on Colombian government contracts.

• Accounting, Auditing, and Data Processing: To practice within Colombia, providers must register with the ‘Central Accountants Board’ (‘Junta Central de Contadores’) and must have an uninterrupted domicile in Colombia for at least three years before registration.  
• Advertising, Radio, and Television Services: Open television programming is subject to the following restrictions: 70% of programming during prime time (7:00 p.m. to 10:30 p.m.) must be nationally produced, additionally, 50% of programming between 10:30 p.m. and midnight as well as between 10:00 a.m. and 7:00 p.m. The National Television Commission charges foreign-made ads double the national rate for airtime compared to local-content advertising. Concessions to provide radio broadcasting services can only be granted to Colombian nationals or private entities legally constituted in Colombia.
• Electricity: Only companies legally incorporated in Colombia before July 12, 1994, may engage in the simultaneous generation, distribution, and/or transmission of electricity under Law 143 of 1994, article 4. 
• Fishing: Foreign vessels may engage in fishing and related activities in Colombian territorial waters only through association with a Colombian company holding a valid fishing permit. Additionally, if a ship’s flag corresponds to a country with which Colombia has a complementary bilateral agreement, this agreement shall determine whether the association requirement applies. 
• Hydrocarbons/Mining: To provide services directly related to the exploration and exploitation of minerals and hydrocarbons within Colombia, any legal entity under the laws of any other foreign country must establish a branch, affiliate, or subsidiary in Colombia unless the service is provided for less than one year (Law 685 of 2001, articles 19 and 20). Foreign companies may assume 100% of investment and risk activities in all exploration and production contracts. Oil companies may obtain the right to exploit fields for 30 years or until the land is depleted. A sliding-scale royalty rate on oil projects establishes a five percent royalty rate on the smallest oil fields with an upper limit of 30% on the larger fields. 
• Legal: Legal services are limited to those licensed under Colombian Law, where foreign law firms may enter the market by forming joint ventures with local law firms. 
• Transportation: Foreign companies can only provide multimodal freight services within or from Colombian territory if they have a domiciled agent or representative legally responsible for its activities in Colombia. Only Colombian ships may provide port services within Colombian maritime jurisdiction; however, vessels with foreign flags may provide those services if there are no Colombian flag vessels capable of doing so (Decree 1423 of 1989, article 38).
• Travel and Tourism Agencies: Foreign investors must be domiciled in Colombia to provide travel and tourism agency services within Colombia under Law 32 of 1990, article 5. 
• While Colombia is a relatively open market, these sector-specific restrictions and local presence requirements underscore the importance of careful planning and legal due diligence for U.S. companies seeking to operate in the country.