Traceability for globally traded seafood already exists due to concerns over health and safety, and some businesses have embraced innovative traceability technologies as a way to improve business efficiencies. But traceability is also being heavily pushed as a potential approach to promote sustainable seafood, specifically as a way to combat illegal, unreported and unregulated (IUU) fishing, to address issues over seafood mislabelling and fraud, and to promote social justice at sea Governments and trading blocs, like the US and the EU, have prioritized traceability in various documents. However, the development of and requirements for traceability are generally progressing more quickly than the questions about implementation process, cost, equity, and benefits can be answered. In this paper we surveyed seafood value chain actors and actors peripheral to seafood value chains to elucidate current opinion and perceptions related to the demand for and costs and benefits of seafood traceability. Notable differences exist between value chain and non value chain actors, illustrating a disconnect between those who are often regulating and promoting traceability, and those who will actually be required to implement it. Understanding these perceptions can help traceability technology providers, government regulators, and seafood supply chain actors better navigate the dynamic traceability landscape and help position traceability and traceability technologies as tools capable of contributing to sustainable global seafood.