By Retail Access Panama | April 2025
Panama is increasingly becoming a strategic destination for global and regional consumer goods brands. With a growing middle class, a dollarized economy, and access to some of the most influential retail accounts in Central America, it’s no surprise that more and more companies are looking to enter the Panamanian market.
But as attractive as the market may be, entering it successfully requires more than just a great product — it requires the right local partner.
A Market Full of Opportunity (and Complexity)
Panama’s retail landscape is both promising and nuanced. Large players like Super 99, El Machetazo, Riba Smith, and Rey dominate the FMCG space, each with their own requirements, buyer relationships, and negotiation styles.
Regulatory frameworks, product registration, labeling standards, and customs procedures can be tricky to navigate without local knowledge. Add in the need for culturally appropriate positioning and a well-thought-out distribution strategy, and it becomes clear that succeeding here requires much more than a Google search and a distributor email list.
Where Retail Access Comes In
At Retail Access Panama, we work with consumer goods brands from around the world to help them navigate this complexity. Our multicultural team — with backgrounds from Europe (Spain, Italy, Netherlands), the U.S., Panama, and Venezuela — gives us a global mindset with local execution power.
We don’t just act as brokers. We become your in-market team.
Whether you need a full go-to-market strategy, representation with major accounts, or help navigating Panama’s legal and regulatory landscape, we’re here to guide and grow with you.
Why Local Expertise Matters
Here’s what we’ve learned after 14+ years of hands-on experience:
✅ Relationships are key — buyers work with people they know and trust
✅ A product’s success often hinges on its positioning, pricing, and placement
✅ Navigating logistics, documentation, and compliance requires precision
✅ A one-size-fits-all strategy doesn’t work in Panama
By having boots on the ground, you avoid costly mistakes and gain the insight you need to grow faster, smarter, and more sustainably.
