Recent seizures of jaguar body parts in Bolivia have prompted concern about illegal trade to China, but concrete evidence is lacking. We interviewed 1107 people in a rural area implicated in the trade, using direct and indirect questions to explore the prevalence and characteristics of jaguar trade and its links to foreign demand. Jaguar trade is a common, non-sensitive practice; 46% of respondents reported some involvement over the past 5 years. Up to 31% of respondents owned jaguar body parts, most commonly skins, fat and teeth for decorative, medicinal, and cultural purposes. Contrary to expectations, Bolivians were the most reported traders, and presence of Caucasian traders was significantly and positively associated with jaguar trade, ahead of Asian and regional traders. Overall, jaguar trade in Bolivia has more diverse drivers than seizures may suggest. Therefore, conservation interventions, in addition to targeting Chinese demand, should address foreign and domestic trade chains.