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Abstract Recent seizures of jaguar body parts in Bolivia have prompted concern about illegal trade to China, but a detailed understanding of this emerging trade continues to be lacking. We interviewed 1,107 people in a rural area implicated in the trade, using direct and indirect questions through the Ballot Box Method (BBM) to explore the prevalence and characteristics of the illegal jaguar trade and its links to foreign demand. Jaguar trade is a common, and mostly non‐sensitive practice; 46% of respondents reported some involvement over the past 5 years. The most common behavior was owning jaguar body parts, such as skins, fat and teeth for decorative, medicinal, and cultural purposes. The most mentioned traders were Bolivian, followed by traders of Asian descent. However, regression analysis shows that the presence of traders of European descent was more significantly and positively associated with jaguar trade related behaviors, ahead of Asian descent and regional traders. Overall, jaguar trade in Bolivia has more diverse actors and drivers than seizures may suggest. Therefore, conservation interventions, in addition to targeting demand from Chinese wildlife markets, should address other foreign and domestic markets and trade chains.