Buyer Beware Is No Longer Enough:
Why Transparency Matters in
International Horse Sales
Written by Teresa Burton Founder Lusitano Heritage
Over the years, I’ve heard the expression “buyer beware” bantered around more times than I can count, and everyone nods in agreement. It sounds like wisdom. It sounds like due diligence has been covered.
But lately I feel there are some issues that need to be addressed — or simply understood — properly.
The expansion and global interest in Lusitanos has genuinely exploded over the last few years, and that’s wonderful for the breed.
The Lusitano community has always been built on relationships, trust, and a handshake between people who often know each other well. That tradition is something worth protecting. But as the market becomes increasingly international, with buyers and sellers separated by thousands of miles and different legal systems, good intentions alone are no longer enough. Professional processes are not a replacement for trust — they are what protect it.
Alongside this growth comes a new set of challenges around how international horse sales are conducted and how buyers, sellers, and agents should ensure transparency with one another. Because right now, in too many cases, they are not.
What “service” actually means
As an agent, I believe the service involved in a horse sale is worth far more than simply photographing or filming a horse and putting it on a website — or, in many cases where there isn’t even a website, simply posting it on social media or WhatsApp.
That is not service. That is listing.
Real service runs from the first conversation through to the horse settling into its new home — viewings, honest representation of the horse’s training, temperament, and suitability, proper documentation, vetting coordination, export paperwork, transport, and follow-up afterwards.
It is a process, not a transaction, and it carries responsibilities at every stage.
You are subject to the laws of the country you are buying in
This is the part that often gets lost the moment a sale crosses a border.
When you buy a horse in another country, the legal framework of that country will often be a significant factor in the transaction. That includes the responsibilities of the seller and the obligations set out in the agreements between the parties.
It does not matter whether an agent is based in the buyer’s home country, the seller’s country, or elsewhere. International transactions can involve multiple legal systems, which is precisely why clear contracts, transparent agreements, and proper legal advice where necessary are so important.
The “agent” problem
Here is what I see increasingly: people positioning themselves as agents — sometimes trainers, sometimes simply well-connected individuals — who have no registered business, no insurance, and often no real understanding of the responsibilities they may be assuming in a sales transaction.
Some of this comes from genuinely not knowing. Some of it, I think, comes from an assumption that because a sale is happening across borders, the usual professional standards somehow do not apply.
They do.
An agent taking a commission on a horse sale — whether that commission comes from the buyer, the seller, or both — should ensure that their role, fee structure, and responsibilities are clearly documented and understood by all parties.
If commissions and agency arrangements are not properly disclosed and recorded within the contractual framework, they may become difficult to enforce and can leave everyone involved exposed should a dispute arise.
And things do go wrong. Not often — but when they do, the person left carrying the greatest risk is usually not the person who made an informal introduction. It is the buyer who has invested significant money, emotion, and trust into a horse that may now be thousands of kilometres away, or the seller who finds themselves involved in a complicated dispute.
What buyers and sellers should be aware of
A few things are worth knowing, whichever side of the sale you are on:
The contract is your protection
The sale contract should accurately reflect the people involved in the transaction, the agreements reached, and the responsibilities of each party. Transparency around the role of agents, trainers, and consultants helps protect everyone involved.
A professional agent operates a professional business
Business registration, appropriate insurance, a clear process, and a track record that can be verified are not bureaucratic extras. They are part of demonstrating accountability and professionalism.
Jurisdiction matters
International sales can involve complex questions about which country’s laws apply and where disputes are resolved. This should be considered and clearly addressed within the contractual documentation.
Good service is visible from the beginning
How a sale is handled in the early stages — communication, professionalism, honesty, and openness about the process and terms — often tells you everything you need to know about how it will be handled if difficulties arise later.
Your paperwork needs to travel as well as your horse
For international sales, particularly those outside the European Union, bilingual contracts and invoices are strongly advisable. Customs authorities, import agents, veterinarians, and the receiving parties need to understand and verify the documentation accompanying the horse.
Getting this right from the beginning can prevent unnecessary delays, misunderstandings, and stress when your horse is traveling across borders.
None of this is about ruling people out
To be clear — none of this means that commissions should not be paid, or that multiple people cannot legitimately be involved in a sale.
A trainer, agent, consultant, or advisor can all bring valuable expertise and deserve to be compensated for their work.
What matters is openness from the outset. Everyone involved in a transaction — buyer, seller, and any professional working between them — should understand who is involved, what role they are playing, and on what basis they are being paid.
Not because anyone needs to justify their fee, but because transparency removes uncertainty.
In my experience, this also creates a better experience for everyone. Deals conducted this way feel calmer, more straightforward, and more professional, with far less room for misunderstanding or suspicion.
Clarity does not slow a sale down. More often, it is what allows the rest of the process to run smoothly.
Why I am writing this
Since 2010 and more than 600 Lusitanos placed with buyers around the world, I have seen this industry grow into something genuinely international — and I want it to continue growing in the right way.
That means buyers who feel protected, sellers who can operate with confidence, and agents — professional agents — who understand that the role carries responsibility, not simply a commission.
“Buyer beware” should not be a shrug.
It should be a reminder that trust, transparency, and proper documentation are the foundations of a successful international horse sale.
