Sales Representative in Lebanon

Overview by

Commercial Intermediaries

Trading Companies
  • Type of Organization
You would rather use a wholesaler in order to be referenced in chain stores. It is also advised to have a local intermediate who knows the system and can facilitate a products commercialisation.
  • Main Actors
Lebanon Business Network
  • Type of Organization
More than their basic role of business intermediate, wholesalers also propose services such as constitution of product lines, storage, reconditioning, delivery, etc. Wholesalers are generally specialised in one type of good (food or non food) or in industry or manufactury equipment.
  • Main Actors
Please see see the complete list of Libanese wholesalers on Wholesalers Network.
Useful Resources
Wholesalers Network
Lebanon Importers
Agency for investment help and development

Using a Commercial Agent

The Advantages
More realistic for small or medium-sized companies concerning implantation strategy. In most cases, it refers to exclusive agents for the whole territory. They know the country, the language, have a contact network and are able to come over administrative barriers easier than a foreigner.
Where to Be Vigilant
Find somebody who is reliable.
Elements of Motivation
Motivation depends on commission but also on the product's quality the agent will have to represent.
The Average Amount of Commission
Commission depends on result.
Breach of Contract
An agreement allowing representation or exclusive concession to an agent is considered as a representation contract and can only be granted to nationals, unless the foreign agent comes from a country proceeding to mutual reciprocity principles with Lebanon.
Finding a Commercial Agent
Partner Up, networking website for entrepreneurs and commercial agents
Find Sales and Distribution Service Providers in Lebanon on

Setting Up a Commercial Unit

The Advantages
For long term
Where to Be Vigilant
Foreign companies operate in Lebanon either through a subsidiary or an representative office.
Different Possible Forms of Settlement
  • A Representative Office
A representative office is a non commercial and non taxable entity only authorised to commercialise the product or the service of the holding company. In order to be able to work, they need a permit or  a license.
"notice" from the ministry of economy and commerce.
  • A Branch Office
A subsidiary, as opposed to a representative office, can directly undertake any type of activity (industry, commerce, bank operations, etc.). To work, they need a license.
"notice" from the ministry of economy and commerce.
  • A Company
The implantation of a subsidiary is time consuming and implies high expenses. Nevertheless, it offers a better protection of registrered trade mark, acces to credit and market penetration. Best option for a long term project.


Evolution of the Sector
Franchising is highly developed in Lebanon. Franchises divide in two categories:
-Distribution franchise, regrouping agri-foodstuffs products, prêt-à-porter, fashion accessories, perfumery, cosmetics, and so on. World renowned brands dominate the market;
-Service franchising: Hotels, restaurants, car rental, dry laundry. Fast-food brand dominate the market (Mc Donald's, Burger King, KFC, Pizza hut, etc.)
Some Big Franchises
KFC, Fast-food
Cartier, Jewelry
Celine, Luxury Prêt-à-porter
Paul, French bakery

Finding Assistance

Export Trading Companies
Agency for investment help and development
Recommended Resource
Agency for investment help and development
Find more on about Selling to Lebanon.

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