What Is Countertrade?

Countertrade is an alternative means to structuring an international sale when conventional means of payment are complex or nonexistent. The most common form of countertrade is bartering.

Learn why countertrade is used, one famous example, and about the advantages and disadvantages of countertrade.

Definition and Examples of Countertrade

When an international sale takes place, it may be difficult to structure the sale through conventional means of payment. With countertrade, goods or services are exchanged rather than currency. This is often known as bartering.

One famous example of a barter deal—that went awry—was when Pepsico Inc. signed in 1990 with the Soviet Union to double its soft drink sales there, open two dozen new bottling plants, and launch its Pizza Hut restaurants in the country's largest cities.

To finance the expansion, Pepsico promised to increase its sales of Russian vodka in the United States and begin a new venture selling and leasing Soviet-built ships abroad. The title of this article divulges the outcome: “Doing Business: Bloc-Buster Deal: Pepsico's $3-billion-plus Soviet expansion was the 'deal of the century.' Then, the deal crumbled along with the country."

How Countertrade Works

In countertrade transactions, which involve trading in goods and services as opposed to money, cash does not change hands. This is oftentimes referred to as bartering, which is the oldest type of countertrade arrangement.

Companies that consider countertrade typically want to expand into a foreign market, increase sales, build customer and supplier relationships, and overcome liquidity challenges. With that being said, countertrade is used primarily to:

• Enable trade in countries that are unable to pay for imports. This can be the result of a shortage of foreign currency or lack of commercial credit, for example.
• Help find new export markets or protect the output of domestic industries.
• Balance overseas trade.
• Gain a competitive edge over competing suppliers.
• Sidestep the lack of credit or other alternative financing measures.
• Develop a workaround on the rules and regulations of a foreign country.
• Foster customer goodwill. Your willingness as a seller to accept a countertrade deal fosters long-term customer goodwill. Once the customer’s country improves, you can capitalize on the customer goodwill cemented over the years.

Advantages of Countertrade

Regardless of the complexity, companies still use countertrade as a strategy for growth because it:

• Allows for entry into difficult markets.
• Increases company sales where you might not otherwise have business.
• Overcomes credit difficulties.
• Allows for disposal of declining or surplus products.
• Gains competitive advantage over the competition. (You don’t want to lose a market share as a result of competitors.)

Disadvantages of Countertrade

A disadvantage to countertrade is that the value of a deal—the goods being exchanged—may be uncertain, causing significant price volatility. Some other disadvantages include:

• The time-consuming nature. As in any unconventional tactic, there will be haggling over the good trades, so expect a long, drawn-out negotiation until all parties are satisfied.
• Negotiation complexity. What should you do with the goods being offered?
• Higher transaction costs (including brokerage, for instance). Costs can quickly add up, especially while looking for a buyer for the goods, commissions to middlemen, and more.
• Logistical issues, especially if commodities are involved. 
• Greater uncertainty on the value of the goods being traded and uncertainty on the quality of the goods.

Countertrade is most attractive to large, diverse multinational organizations that know the lay of the land on exporting. Even then, that sort of experience doesn’t guarantee success.