Find Buyers Using HS Codes
Use HS codes to find real buyers, not just duty rates. This workflow shows how to choose the right HS levels, map demand, surface likely importers, build a target list, enrich decision makers, and send evidence based outreach that earns replies.
HS codes can do more than calculate duty, they reveal who buys what, where, and how often. This guide shows a practical workflow to use HS codes to find real buyers, shortlist accounts, and start credible conversations.
Definitions
HS code is the international goods classification used by customs. Digits 1–6 are harmonized worldwide, often extended nationally to 8 or 10 digits. HS-4 is a chapter heading used for market sizing, HS-6 is a subheading used for product fit and duty checks. Average unit value (AUV) is import value divided by quantity for a code, it is a useful realism check on price bands.
Step 1, pick the right HS levels
Confirm the exact HS-6 that matches your product’s essential character, then note adjacent subheadings for substitutes. Keep one or two HS-4 headings for demand mapping. If two HS-6 options seem valid, apply the legal rules, use the more specific wording or the heading that gives the essential character, and record the decision.
Step 2, map demand and shortlist markets
Pull three to five years of imports for the HS-4, by destination country. Rank countries with a simple score that balances size, growth, AUV fit, and consistency. Keep the top five to seven markets for the first pass.
| Signal | What to measure | Why it matters |
|---|---|---|
| Size | Latest annual import value for the HS-4 | Indicates total spend in market |
| Growth | YoY or 3-year CAGR | Shows forward momentum |
| AUV fit | Value divided by quantity at HS-6 | Checks price band realism |
| Consistency | Months with imports in last 12 | Reduces one off project risk |
Data sources include UN Comtrade, national customs portals, and partner datasets. A tool can speed this step, for example Rinzy Global Trade Visualizer.
Step 3, surface likely importers
In shortlisted countries, move from flows to names. Triangulate importer candidates using procurement portals, industry directories, distributor networks, and shipment records where permissible. Aim for 150–300 entities across the first markets, enough to learn, still narrow enough to personalize.
Step 4, build a target account list
Normalize entity names, merge subsidiaries, and deduplicate by domain. Keep columns that drive prioritization and outreach.
| Field | Description | Use in outreach |
|---|---|---|
| Importer | Legal entity or trading name | Personalization and verification |
| Country | Destination market | Local approvals and timing |
| HS-6 focus | Primary subheading imported | Subject line and credibility |
| Last import | Days since last shipment | Recency signal |
| Import months | Count in last 12 months | Frequency signal |
| AUV | Value per unit at HS-6 | Price fit check |
| Ports and origins | Top lanes for the account | Lead time and lane proof |
Step 5, enrich decision-makers
For each account, find a procurement lead, category manager, or plant or technical manager. Verify email quality, then add a phone number and a LinkedIn profile if available. Target one decision maker per account at minimum.
Step 6, outreach that references HS-6 activity
Use the data to open with evidence. Reference the HS-6, the country, and a recent activity cue, for example import recency or frequency. Make the ask small and clear, a ten minute fit check, and map your specification to their subheading in one page.
- Subject, On your recent imports under HS [HS-6].
- Open, Noted steady imports of HS [HS-6] into [Country], we supply [spec] with [approvals], average lead time [X] days.
- Ask, Short fit check this week.
Step 7, score and prioritize
A simple score keeps the list actionable. Normalize each signal to 0–100, then compute an overall score.
| Signal | Weight | Notes |
|---|---|---|
| Recency | 0.30 | Days since last import at HS-6 |
| Frequency | 0.25 | Import months in last 12 |
| Volume | 0.25 | Value or quantity trend |
| AUV fit | 0.10 | Price band alignment |
| Supplier diversity | 0.10 | Multiple origins signal openness |
Worked example
Category, industrial packaging films. HS-4 for demand mapping, 3920. HS-6 for fit, 3920.10, 3920.62, and 3920.20 considered. Shortlist markets on size, growth, AUV, and consistency. Build a list of distributors and converters from directories and tenders, enrich contacts, then send a short note referencing recent imports under the chosen HS-6 in each market.
References
- UN Comtrade, global trade statistics.
- WTO tariff tools, duty and preferences by country.
- US HTS, national tariff schedule, United States.
- EU TARIC, EU tariff and measures.
- EU TED and SAM.gov, public procurement portals.
- Rinzy Global Trade Visualizer, explore flows and partners.
FAQ
How many HS codes should be tracked
One primary HS-6 that matches the essential character, plus one or two adjacent subheadings for substitutes. Track the HS-4 that aggregates the family for demand mapping.
What if importer names are not public
Use trade flows to pick markets, then triangulate likely buyers with tenders, sector directories, and distributor networks. In outreach, reference HS-6 activity, serious buyers will recognize themselves.
How large should the first prospect list be
150–300 accounts across five to seven markets is a practical starting range, large enough to learn, still narrow enough to personalize.
What reply rate is reasonable
Five to eight percent within two business days is a healthy baseline for credible HS referenced outreach. If results lag, review HS-6 targeting, sentence one value, and approval alignment.
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