Understanding your competitor’s market share is critical for making informed strategic decisions. While traditional methods like surveys and financial reports can be useful, one often-overlooked goldmine of competitive intelligence is import data.
In this guide, we’ll break down how to accurately calculate market share using import data, including what to look for, tools to use, and practical steps for analysis.
Why Use Import Data?
Import data provides objective, timely, and often granular information about:
- Who is importing what
- Where it’s coming from
- How much is being imported
- When shipments occur
- Declared values and quantities
This information can give you a clear picture of your competitors’ volume and market behaviour — especially in industries where products are manufactured abroad and imported.
What You Need Before You Start
Before diving into the data, make sure you have:
- HS Codes (Harmonized System Codes) for your product category
- A list of your known competitors and their local subsidiaries or importers
- Access to a reliable import data provider like Export Genius
- Basic spreadsheet or data visualization tools (Excel, Power BI, etc.)
Step-by-Step Guide to Calculating Market Share Using Import Data
Step 1: Identify Relevant Product Categories
Use HS codes to define the scope of your analysis. Be as specific as possible to avoid noisy or irrelevant data.
For example, if you sell solar panels, instead of using a broad code like 8541 (semiconductor devices), use 854140 for solar-specific devices.
Step 2: Collect Import Data for Your Market
Access import shipment records for the country or region you’re analyzing. Make sure the data includes:
- Importer name
- Exporter name
- Quantity (units, kg, etc.)
- Shipment value
- Date of import
- Product description
Step 3: Clean and Filter the Data
Clean the data by:
- Filtering out irrelevant products or HS codes
- Standardizing units of measure (e.g., converting everything to kilograms or units)
- Tagging known importers as competitors
This will help ensure your analysis is accurate and aligned with actual market conditions.
Step 4: Estimate Total Market Volume
Sum the quantity or value of imports for the selected product across all importers. This gives you an estimate of the total market size via imports.
Step 5: Calculate Individual Competitor Market Share
Now, calculate each competitor’s market share:
Competitor Market Share (%)
=
Competitor Import Volume
———————————— X 100
Total Market Import Volume
Repeat this for each competitor you can identify in the import data.
Conclusion
Using import data to calculate competitor market share is a powerful way to gain visibility into your market — especially when other data is scarce or unreliable. It’s a fact-based, scalable method that allows you to make more strategic business decisions grounded in real trade flows.
By tapping into the flow of goods across borders, you gain a competitive edge that others might be missing.
