This article presents a reflection on the process of production and distribution of the documentaries made in the context of a visual ethnography research in retailing, particularly the field work conducted in the municipal markets of Madrid, Valencia and Barcelona. First, it introduces the project and the documentary aspects of the implications of the presence of the camera in the ethnographic field work. Secondly, I will focus on financing strategies and the interweaving of production and exhibition contexts in two online publications, one online newspaper and one professional review respectively.