Traditionally, fish trading channeled through importers, distributors, wholesalers, retailers and agents. Currently, it has completely changed with improved logistics and introduction of e-business into the fish trade. Therefore, shorter supply chains and more direct relationships between exporter/processor and retail supermarkets have been introduced.
Most of the exporters / processors supply directly to supermarket chains and they've identified the end users and their needs. Currently, the relationship between exporters / processors and supermarkets is very strong. The exporters are fond of direct exports rather than going through indirect channels.