Scale your business through partners who already have access to your target market.
Partners··9 min read
Key takeaways
45% of B2B revenue in Europe goes through indirect distribution channels. If you don't have partners, you're missing nearly half the market
Finding the right distributors requires precise business data by industry and area, not random connections
Vonsel: 200 free businesses a month; paid plans from 11.80 EUR/month billed yearly (13.99 EUR monthly), before tax.
To find distributors in other countries, define the partner profile you want, build a list of companies in that industry and region from Google Maps, check each website for products and customers, and write to the best fits with a clear offer covering margin, territory and support. Vonsel handles the list-building step.
The market
Why do you need distributors and commercial partners?
Finding distributors and commercial partners is one of the fastest ways to scale a B2B business. Instead of reaching each customer one by one, you leverage companies that already have access to your market. According to Eurostat, 45% of B2B revenue in Europe goes through indirect distribution channels.
The challenge is finding the right partners. Not just any distributor will do. You need companies that operate in your industry, in your target geography, and that are the right size. That requires precisely filtered business data. guide on channel and distribution strategies shows that companies with well-structured distribution networks reach new markets up to 3 times faster than those selling only directly.
Whether you're looking for distributors to internationalize your business or expand your domestic network, the first step is identifying candidates with verified data and contacting them with a clear value proposition.
45%
of B2B revenue in Europe goes through indirect distribution channels
-- Eurostat Business Statistics 2025
2.8x
faster growth for companies with an active distributor network
45%
of European B2B revenue goes through indirect channel
120+
countries where you can search for distributors with Vonsel
Types
What types of commercial partners can you look for?
A commercial partner is any company that helps you sell your product or service without being your employee. The main types are: analysis of strategic B2B alliances confirms that the most successful partnerships are built on aligned objectives and metric transparency, not just commercial agreements.
Distributors
Buy your product and resell it. Ideal for physical products.
Efficiency70%
Resellers / VARs
Sell your service with margin. Common in SaaS and tech.
Efficiency65%
Referral partners
Send you leads for a commission. Low risk.
Efficiency50%
Recommended
Find partners with verified data
Search Google Maps and press Start. Vonsel gathers the business results as you explore the map, going beyond the pins you can see at a glance. Pause, continue and save your search when you are ready. Google Maps does not provide business emails. Vonsel visits the available business websites to find published emails, additional phone numbers and links to up to 118 supported social networks and other platforms. What it finds depends on what each website publishes. Keep businesses on a map, organise them by stage, edit their details and use a Kanban board, calendar, notes, actions, tags and custom fields. Basic holds 400, Pro 2,000 and Scale 10,000.
Efficiency92%
Find distributors and partners in any country
Search Maps, collect published website contacts and organise your prospects in the CRM. Free extraction covers 200 businesses a month; AI and export depend on your plan.
What type of company should distribute your product? Define industry, size, geography, and end-client type. Same as you would when segmenting a customer database.
2
Search for candidate companies with data
Use the Vonsel Google Maps Scraper to find companies operating in your target industry and area. Get email, phone, and social media for each one. This report on expansion through commercial partners details how to identify and evaluate potential commercial partners using objective criteria for compatibility and market reach.
3
Contact with a partnership proposal
Skip the generic email. Explain why their company fits as a distributor, what margin you'd offer and how you can help them scale their business.
4
Establish a channel program
Define margins, territories, goals, and support. A good channel sales plan includes training, sales materials, and a shared CRM.
The best distributors aren't looking for another product to sell, they're looking for a solution for their existing customers. When you contact a potential partner, frame your proposal as "a way to serve your current customers better," not as "something else to sell."
A good distributor doesn't multiply your sales. It multiplies your reach
🤝
Is your company ready to work with partners?
1. Do you have a product/service that can be distributed by third parties?
Yes, clearlyCould be adaptedI haven't considered it
2. Have you defined your ideal distributor profile?
Yes, with clear criteriaSomewhatNo
3. Do you have sales materials and training for partners?
45% of B2B revenue in Europe goes through indirect channel: without distributors, you're missing nearly half the market
Finding the right partners requires precise data: industry, area, company size, and verified contact information
Vonsel: 200 free businesses a month; paid plans from 11.80 EUR/month billed yearly (13.99 EUR monthly), before tax.
Find distributors and partners in any market
Search Google Maps and press Start. Vonsel gathers the business results as you explore the map, going beyond the pins you can see at a glance. Pause, continue and save your search when you are ready. Google Maps does not provide business emails. Vonsel visits the available business websites to find published emails, additional phone numbers and links to up to 118 supported social networks and other platforms. What it finds depends on what each website publishes. Keep businesses on a map, organise them by stage, edit their details and use a Kanban board, calendar, notes, actions, tags and custom fields. Basic holds 400, Pro 2,000 and Scale 10,000.
The table puts the partner types from this guide side by side, using the efficiency scores shown above.
Partner type
What they do
Best for
Efficiency
Distributors
Buy your product and resell it
Physical products
70%
Resellers / VARs
Sell your service with margin
SaaS and tech
65%
Referral partners
Send you leads for a commission
Low-risk testing of a new market
50%
Partners found with verified data
Searched by industry and area, then contacted with a proposal
Building a targeted shortlist
92%
You can start with the free tier and compare plans on the Vonsel pricing page. To see a search run from start to finish, watch the video tutorial.
Frequently asked questions
How do I find distributors for my product?
Search Google Maps and press Start. Vonsel gathers the business results as you explore the map, going beyond the pins you can see at a glance. Pause, continue and save your search when you are ready. Google Maps does not provide business emails. Vonsel visits the available business websites to find published emails, additional phone numbers and links to up to 118 supported social networks and other platforms. What it finds depends on what each website publishes. Keep businesses on a map, organise them by stage, edit their details and use a Kanban board, calendar, notes, actions, tags and custom fields. Basic holds 400, Pro 2,000 and Scale 10,000.
What margin should I offer a distributor?
It depends on the industry, but typical B2B distributor margins range from 15% to 40%. The important thing is that the margin is sufficient to motivate the distributor while your final price remains competitive. Define a clear structure before contacting potential partners.
Is it better to have few large distributors or many small ones?
It depends on your strategy. Few large ones offer volume but less control. Many small ones offer coverage and risk diversification. Most successful B2B companies combine both: 2-3 main distributors and a network of smaller partners.
How do I find distributors in other countries?
Pick the countries and the kind of company you need, such as importers or wholesalers in your industry. Build a candidate list from Google Maps and company websites, then add leads from official channels like the Enterprise Europe Network database or the U.S. Commercial Service. Check each candidate's customers and territory, then write to a short list of the closest matches with a concrete proposal.
What is the difference between a distributor and an agent?
A distributor buys your goods, takes ownership and resells them, so it carries stock and sets its own resale price. An agent acts on your behalf to bring buyers and sellers together, does not take ownership of the goods and is usually paid a commission. Distributors suit physical products you want sold at volume, while agents suit markets where you want to keep control of pricing.
How do I vet a foreign distributor before signing?
Start by researching which distributors already operate in the target market. Ask about their expertise and resources, their main customer groups, where their distribution network reaches and which sales channels they plan to use. Read their sales and marketing plan, and decide how much support they will need from your team. Only sign once you are sure you can provide that support.
Should I give a distributor exclusive rights to a territory?
Exclusivity makes sense when the partner will invest heavily in marketing your product, because it protects that effort. Non-exclusive deals fit products that are easy to sell or markets where you want wider coverage, for example distributors that specialise in different channels such as online, retail or industrial. Either way, you give up some control over pricing, marketing and direct customer loyalty.
Is there any government help to find overseas distributors?
Yes. The Enterprise Europe Network runs a large online database where you can search for business partners to manufacture, distribute or supply your products, and local contact points can advise you. In the United States, the Commercial Service offers the Gold Key Service, which arranges matchmaking appointments with up to five interested partners in a foreign market.
