The objective of this survey is to provide a review of domestic and export trading patterns inside footwear business and to give recommendations to developing countries for using appropriate trading strategies and channels. The focus is on footwear marketing and sale. The structure of this paper follows the development we have seen inside sale and marketing of footwear. The paper refers from the beginning less than 150 years ago with local supply of footwear up to day where footwear has become an important business on the global market place. The development has been different from one continent to the other, but it is important to realize that the consumer has become a powerful player. To know and to acknowledge the customers wishes is and still will be a key factor. The development has created challenges. A lot of new markets have come and the competition is growing every day. The paper describes the most important challenges. Challenges, the footwear business has to be aware of. The paper tries to give an answer to the questions the challenges bring.