My own experience has been built in this environment. Over more than 15 years working in mineral purchasing, processing, international marketing and cross-border exports, I have seen how decisions made at one stage of a transaction can affect every stage that follows.

A quality issue at the source can become a commercial dispute at the destination. An unclear contract term can create an unexpected cost at the port. A documentation delay can hold up a vessel even when the cargo itself is ready.

The examples in this article come from the global minerals trade, but the underlying lessons are not limited to mining or commodities. Whether a company exports manufactured goods, agricultural products, technology, consumer products or professional services, the same fundamentals apply. Exporters must understand what they are selling, identify the right customer, set clear expectations, manage operational risk, coordinate reliable partners and protect the commercial relationship.

The following seven takeaways reflect lessons from my own industry, but each can be applied by exporters across sectors, products and markets.

1. Export readiness begins long before the sales contract

A successful export does not begin when a buyer signs an agreement or a vessel arrives at port. It begins much earlier, with a clear understanding of the product and every stage of its value chain.

In mineral trade, that journey can include exploration, extraction, processing, storage, inland transportation, sampling, laboratory analysis, port handling and ocean freight. A decision made at any one of these stages can affect product quality, shipment timing, commercial performance and the buyer’s confidence.

This remains true even for exporters and traders that do not own the mine or processing facility.

Companies may outsource or purchase from upstream suppliers, but they cannot outsource their responsibility to understand how the product is produced, handled and verified.

Actionable learning: Map the entire value chain during the market entry planning stage. Identify the operational dependencies, control points and parties responsible for product quality, timing and documentation at each stage.

2. Quality control must continue until loading is complete

Mineral products are sold according to detailed physical and chemical specifications. Depending on the commodity, the contract may set limits for grade, moisture, particle size, sulphur, phosphorus, silica or other impurities. Even a small deviation can lead to price adjustments, payment deductions, penalties or cargo rejection.

Testing at the processing plant is not enough. Representative sampling continues while material is transported to port, accumulated in stockpiles and loaded onto the vessel.

The reason is practical: once a bulk cargo is inside a vessel’s hold, replacing, separating or correcting it may no longer be feasible.

The best time to find a quality issue is before loading or, at the latest, while there is still an opportunity to stop and correct the process.

Actionable learning: Build a quality assurance plan that follows the cargo from source to vessel. Define where samples will be taken, who will conduct the testing, which laboratory methods will apply and what happens if results fall outside the agreed specification.

3. Match the sales strategy to the buyer’s business model

Not all buyers evaluate suppliers in the same way. Mineral buyers can be divided into two broad groups: industrial end users and trading companies.

Industrial buyers, such as steel mills, smelters, cement producers and fertilizer manufacturers, consume the material in their own operations. They typically prioritize consistent specifications, dependable delivery schedules and long-term supply capacity. Their supplier qualification process may be demanding, but a successful relationship can lead to stable demand and stronger long-term commercial value.

Trading companies do not generally consume the product. They purchase and resell it to industrial customers. They may offer greater flexibility around shipment timing, transaction structure and, in some cases, specifications. However, they are often more price-sensitive and focused on commercial competitiveness.

Neither customer type is automatically better. The right choice depends on the exporter’s capabilities, experience, production reliability and market-entry objectives.

Actionable learning: Before approaching a prospect, determine how it creates value. Then tailor the proposal around its priorities, whether that means technical consistency and continuity for an end user, or flexibility, price and marketability for a seller.

4. Build credibility through consistent engagement and operational transparency

International business relationships increasingly begin online through professional platforms, websites, email and virtual meetings. But initial contact is only the beginning. Converting an online introduction into a real transaction requires professional communication, useful information and consistent follow-up.

Industry conferences, trade exhibitions and technical forums also remain valuable because they give exporters direct access to decision-makers and market intelligence. Once credibility has been established, a site visit to the mine or processing plant can be especially powerful.

A site visit allows the potential customer to assess production capacity, processing facilities, quality controls and the supplier’s overall operating capability. It turns marketing claims into visible evidence.

Actionable learning: Treat business development as a staged process. Begin with targeted research and outreach, demonstrate commercial credibility through accurate information and follow-up, and use site visits to validate operational capacity when the relationship is sufficiently advanced.

5. Plan logistics around real port conditions, not assumptions

A freight quote does not tell the whole logistics story. Vessel selection must account for cargo volume, route, draft limitations, berth availability, vessel-size restrictions, cargo-handling equipment and the operating capacity of both loading and discharge ports.

Exporters must also understand storage availability, weather exposure, working hours and realistic loading and discharge rates. These details affect how long a vessel is permitted to remain in port. When operations exceed the agreed laytime, demurrage charges can become substantial.

The chosen Incoterms® rule also matters because it determines which party carries specific costs, responsibilities and risks.

FOB, CFR and CIF are commonly used in bulk mineral shipments, but each creates a different allocation of responsibility. The appropriate choice depends on the ports, commodity, freight arrangements and the seller’s ability to manage additional risk.

Actionable learning: Validate port and vessel assumptions with experienced shipping agents and operational partners before signing the contract. Model likely loading and discharge scenarios, including delays, and select an Incoterms® rule that reflects the company’s actual capabilities.

6. Documentation and payment must move together

A vessel can be fully loaded and still remain in port because the documents are not ready. In mineral trade, documents move the vessel just as much as the cargo does.

Document preparation should begin before the vessel arrives and continue alongside loading. Some records can only be finalized after the loaded quantity, vessel information, inspection results and shipment details are confirmed. This requires coordination among inspection firms, laboratories, customs authorities, shipping agents, port operators and vessel representatives.

Payment structures should be designed with the same care. Depending on the transaction and relationship, options may include advance payment, letters of credit, documentary collection, cash against documents, telegraphic transfer or staged payments.

The release of original shipping documents should be aligned with the agreed payment milestones so the seller does not give up control prematurely.

Actionable learning: Create a document responsibility matrix and payment timeline before shipment. Identify each required document, its preparer, approval deadline and connection to payment or cargo release.

7. Manage risk early and allocate it clearly

Risk cannot be eliminated from international trade. It can, however, be identified early, assigned appropriately and managed with practical safeguards.

The main areas requiring attention include: counterparty reliability, price volatility, specification compliance, logistics and demurrage, political and regulatory disruption, payment security and dispute resolution.

Due diligence should examine the buyer’s commercial background, financial reliability, reputation, payment history and trading experience. Pricing clauses should clearly define the commodity index, quotation period or formula used to calculate the final price. Force majeure provisions should explain qualifying events, notice requirements, party responsibilities and consequences. Contracts should also identify governing law, dispute-resolution procedures and the agreed court or arbitration forum.

Many disputes, are not caused by bad intentions. They arise from unclear specifications, ambiguous responsibilities, incomplete documents or weak contracts.

Actionable learning: Conduct a pre-transaction risk review involving commercial, operational, logistics, finance and legal stakeholders. Resolve uncertainty in the contract before it becomes a costly disagreement during execution.

Preparation, partnership and trust

The most important takeaway is that long-term export success rests on trust, but trust is not built through promises alone. It grows from consistent product quality, reliable delivery, transparency, accurate information and a record of keeping commitments.

For mineral exporters, that means understanding the product from source to destination, choosing customers strategically, maintaining control over quality, planning logistics realistically, securing payment and documenting responsibilities clearly.

The same principle applies across international trade: the strongest transactions are built well before the goods cross a border.

Preparation reduces avoidable risk, capable partners strengthen execution and consistent performance creates the trust required for lasting global business relationships.

This article was adapted from the FITTskills Live webinar Mine to market: Managing global trade complexity.

The post What every exporter can learn from the global minerals trade: 7 key takeaways appeared first on Trade Ready.

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But as Sean Emmond, CITP, EDC’s Chief Representative for Indonesia, explained during a recent FITTskills Live session, opportunity is only the starting point.

“I think Indonesia is a fascinating market. Maybe not an easy market, but one of those markets where, if you invest in it, you can certainly find considerable success.”

That distinction was central to the session. A promising market is not automatically the right market. Businesses need to look past the headline numbers and assess demand, competition, regulations, buyer dynamics, local partners, payment considerations and their own internal capacity before committing resources.

For companies considering Indonesia, Emmond’s message was clear: success depends on doing the work before entering the market.

Start by understanding the scale and complexity

One of the first points Emmond emphasized was the size of the country itself. Indonesia stretches about 5,000 kilometres from end to end, roughly the distance across a continent-sized market. It spans three time zones, includes thousands of islands and is home to hundreds of languages.

That scale matters for international businesses because Indonesia cannot be approached as a single, uniform market.

Java, where more than half of the population lives, includes sophisticated urban centres with modern infrastructure. Other regions may have different levels of development, logistics capacity, customer behaviour and business requirements.

For businesses assessing the market, this means research must go deeper than national level statistics. A company needs to know where, specifically, its product or service fits. Selling into Jakarta may require a different approach than serving customers in another region. Bali, for example, has its own characteristics as a tourism driven economy, while Sulawesi is known as a major mining destination.

The actionable takeaway: define the geographic market before defining the market entry strategy. “Indonesia” is too broad to be the whole answer.

Look for opportunity in areas of national investment

Emmond identified four broad areas where international companies are seeing significant opportunity in Indonesia: infrastructure, cleantech and renewables, protein and agri-food, and digital industries.

Infrastructure has been a major driver of the country’s growth, with ongoing investment in roads, ports, airports, rail and logistics. Clean technology and renewable energy are also important areas of focus, especially as Indonesia looks to reduce its reliance on coal-fired power generation and invest in solar, wind and geothermal energy.

Agri-food remains a strong area of opportunity for companies with the right products, expertise or technologies. Food security is a critical priority for the country, even though parts of Indonesia, including Java, are highly fertile.

Digital industries are another major opportunity. Indonesia’s geography has made digital infrastructure especially important, helping connect the country across islands and regions. Investments in connectivity, e-commerce infrastructure and data centres are creating openings for companies with relevant technology, services or expertise.

The key lesson is not simply to chase high growth sectors. Businesses should look for the intersection between market demand, government priorities and their own capabilities. If a company’s offer aligns with national priorities such as food security, energy security or human capital development, it may have a stronger case for market entry.

Understand who really drives demand

In Indonesia, understanding the buyer landscape is essential.

Emmond explained that government and government linked entities play a major role in the economy. He noted that more than 50% of the economy is controlled by government or government linked entities, which means government priorities can have a direct effect on demand for certain products and services.

For companies selling into sectors such as electricity, oil and gas, mining or aerospace, working with state owned enterprises is likely. These buyers operate differently from private sector customers and may be influenced by national policy priorities, public sector procurement processes and state asset management decisions.

Private conglomerates are also significant. Emmond described Indonesia as home to large, sophisticated and well-run conglomerates that make up a substantial portion of GDP.

Selling to these companies may involve a very different process than selling to a state-owned enterprise.

The practical takeaway is to map the full buying environment:

• Who is the direct customer?
• Who influences the decision?
• Is the opportunity tied to a government priority?
• Are you selling to a private conglomerate, a state-owned enterprise or another type of buyer?

These questions should be answered before serious time and money are invested.

Prepare for strong competition

Indonesia’s opportunity also attracts competitors.

Companies entering the market may face strong local firms as well as regional and global competitors. Emmond pointed to the presence of Korean, Japanese and Chinese companies, along with firms from Western Europe and the United States.

That makes differentiation essential. International businesses should be prepared to clearly communicate why their product, service, technology or expertise is relevant to the Indonesian buyer.

A general value proposition will not be enough in a competitive market with established players.

Businesses should ask themselves what problem they solve, why their solution is credible, how it compares with local and international alternatives, and what proof they can provide.

Assess regulatory and certification requirements early

Regulation, documentation and certification are another important part of market feasibility.

Emmond noted that there can be a significant regulatory burden in Indonesia. While trade agreements can create preferential tariff opportunities, companies still need to understand the extent to which certification, documentation or compliance requirements apply to their specific offering.

For food exporters, halal certification is one of the clearest examples. Emmond advised companies looking at food exports to make sure they have access to halal certification before going too far down the path.

The broader point applies across sectors.

Before entering any new market, businesses should identify the certifications, documentation, approvals, tariffs, payment considerations and compliance requirements that apply to their specific product or service.

These factors are not administrative details to handle later. They can affect cost, timing, pricing, market access and feasibility.

Choose local partners carefully

Local partners, distributors and representatives can be critical to success in Indonesia.

“You will need a local partner,” Emmond said, describing this as a key element of market entry.

The right partner can help a company understand local conditions, engage with buyers, navigate business culture and build credibility. The wrong partner can create delays, misalignment or missed opportunities.

Companies should evaluate potential partners based on both market knowledge and their ability to work effectively with foreign companies. A partner should understand the local business environment, but also be able to communicate clearly, represent the company’s interests and support long term growth.

This is not a decision to rush. Partner selection should be treated as a strategic step in the market entry process.

Invest in relationships and presence

One of Emmond’s strongest takeaways was the importance of showing up.

In Indonesia, as in many emerging markets, a physical presence matters. Frequent market visits can help companies test assumptions, build trust, meet buyers, understand local dynamics and develop stronger relationships with partners, regulators and customers.

Emmond shared a comment he once heard from an exporter:

“If you don’t know the names of your business partner’s kids, it’s very unlikely that you’ll find success in the Indonesian marketplace.”

The point is not that every business relationship must become personal. Rather, trust is built through time, familiarity and repeated engagement. Companies that expect quick results from a distance may struggle. Those that invest in relationships are better positioned to build traction.

Emmond also highlighted the role of memorandums of understanding in Indonesia. While MOUs may sometimes be viewed in other markets as symbolic, he explained that in Indonesia they can function as a “license to engage.” They signal that two organizations know each other and are beginning a business relationship.

Investigate before you invest

Indonesia offers meaningful opportunities for international businesses, especially in sectors aligned with infrastructure, clean energy, agri-food, digital connectivity and national development priorities. But it is also a complex market where success depends on preparation.

The strongest lesson from Emmond’s presentation was that market entry should be grounded in careful assessment.

Businesses need to look at demand, regional differences, buyer structures, competition, regulations, certification, partners, payment considerations, political risk and internal capacity.

A large market can be attractive. A growing market can be exciting. But the right market is the one where a business understands the opportunity, the risks and the work required to compete.

For companies considering Indonesia, the next step is not simply to ask whether the market has potential. It is to ask whether the opportunity is a true fit and whether the organization is ready to pursue it properly.

Learn from more global trade experts

FITTskills Live webinars are free opportunities to explore timely international trade topics with experienced professionals. Browse upcoming FITT events and register for the sessions that can help you keep building your trade knowledge.

The post Is Indonesia the right market for your business? Lessons on smarter market entry from Sean Emmond, CITP appeared first on Trade Ready.

The seeds for a career in international trade were planted at a young age for Joshua Boileau. Watching his family’s steadfast work ethic as a young boy made international trade a natural extension of the values he was raised upon. 

“I grew up in a household of blue-collar workers who instilled a sense of work excellence and dedication that inspired me to work in a career that amplified those skills. With international trade, I saw the connections with work ethic, dedication, and attention to detail.”

To him, work such as navigating regulations, supply chains, and cultural differences requires commitment, and for international businesses they are the glue that holds everything together. 

Joshua saw parallels between how international trade operated and how his family negotiated contracts, maintained client trust, and ensured quality. These similarities cemented his choice to pursue trade as a career path. 

Seeing the scale of world trade in action

Experiencing the scale of global trade, especially when it came to product management and marketing, was a favourite part of Joshua’s storied career. “I watched as live orders came in from international markets I’ve never been to. There was something deeply rewarding about knowing that a product team in Ottawa could be making an impact so far from home,” he says. 

Working at Shopify marked another pivotal chapter in his path, one that taught him a powerful lesson about perseverance. After the 2022 invasion of Ukraine, Shopify waived platform fees for Ukrainian merchants and Joshua saw firsthand the resilience of entrepreneurs in crisis while he helped Ukrainian merchants set up their online stores.  

“It was inspiring to see fashion, food, health and wellness, and retail shops pop up. A resilience through war and the pandemic.” These experiences broadened his understanding of what trade can achieve, not just operationally, but on a deeply human level. 

Pivoting small businesses in times of change

Joshua regards reacting to tariffs as one of the most interesting aspects of his career.

“Pivoting a business is incredibly difficult, especially in a small business environment. I feel the weight of change much more immensely than if I worked in a large company.”

But, by shifting focus to new markets, he has been able to help his employer open new and interesting paths. “Interacting with new international regulatory bodies, creating international market entry analyses, and creating international marketing plans has been stressful but rewarding,” he says. 

Start with the basics

For anyone entering the field of international trade, Joshua has one piece of advice that he learned from the current leadership at White Cross, James Dumont:

“You need to learn how to crawl before you can run.” 

International trade, he believes, demands patience, commitment, and a desire to do things the right way, at the right times.  

Learning from instructors filled with passion

Joshua completed the FITTskills program through Algonquin College, one of FITT’s educational partners. His favourite part of the FITTskills program was the people who taught it. 

“The professors had so many years of experience, skills, and cultural awareness that it exuded out of them.” 

He credits the courses with deepening his intercultural understanding, a critical skill in both e-commerce and global operations. 

“I came to realize that the classic business etiquette you see in other fields was dwarfed by the intercultural relationships in international trade.”

His favourite course, International Sales & Marketing, was particularly influential. Inspired by a professor who “had a passion for business and marketing that helped us find our own pulse in international trade,” Joshua pursued an optional co-op placement in South Africa, where he experienced culture shock, global marketing dynamics, and the intricacies of international marketing firsthand. 

These lessons would come into play later in his career at Shopify, where he saw “the power of international trade resilience, adapting to a new global norm in e-commerce.” 

Why he pursued the CITP designation

For Joshua, the Certified International Trade Professional (CITP®|FIBP®) designation represents something essential in today’s world: credibility. 

“There’s something to be said about credibility in a world that has shifted to creating policies and legislation backed by non-credibility. I want to have a credible voice, backed by a world-recognized professional organization, when dealing with international brands, brokers, reps, and supply chains.”

His comments highlight how, increasingly, designations like the CITP instill confidence in both the professionals who earn them and the partners who work with these professionals, creating a win-win scenario for both. 

Earning the designation also felt meaningful and forward-looking for Joshua. 

“I’m excited about where the CITP designation will lead me. I’m passionate about integrating international trade and my degree in sustainability.” 

Looking ahead: a global vision for e-commerce

Now, as E-Commerce Manager for an online pharmacy retailer, Joshua sees enormous potential for international diversification and the CITP designation strengthens that vision. 

“I see my CITP designation extending my current role in E-Commerce Management in online pharmacy retail. There is a lot of work to do in diversifying our international markets.”

With a blend of technical expertise, global awareness, and human-centred values, Joshua is poised to help shape the future of ethical, sustainable, and globally connected commerce. 

The post CITP Spotlight: Joshua Boileau – E-Commerce Management, White Cross Online appeared first on Trade Ready.

Now, of course, customers can simply go to a grocery store and buy boxes at a time without a second thought to the complex nature of how they came to be in their hands. Non-perishable goods are even easier to come by, requiring the click of a few buttons to get them across countries and seas right to your doorstep. Need a specialized service from someone working in a region hundreds of thousands of miles away? No problem; technology has that solution covered. 

As trade evolves, so do the job roles that support it

Put simply, the movement of goods and services across borders has evolved at a breathtaking pace. Alongside these transformations, the teams that make global commerce possible have grown in both size and sophistication. What was once the domain of a few specialists now involves entire departments dedicated to logistics, technology, supply chain, and trade compliance, the latter being a job area that has recently seen incredible growth. 

Compliance specialization is booming

“Companies with greater than 15% expected growth allocate an average of eight people to trade compliance activities, compared to six in companies anticipating little or no growth,” states a 2025 benchmark study by Descartes Systems Group.

This increase can be attributed to many factors, from geopolitical shifts and tariff policies to shipping disruptions and natural disasters.  

The World Economic Forum also highlights this shift in their paper, Trade Compliance for Leadership, stating, “Non-compliance with new trade requirements could affect hundreds of billions of dollars of trade flows. The stakes are high: compliance safeguards business continuity, avoids supply chain disruption and can be a competitive advantage. It also mitigates the risks of penalties and reputational damage.”  

Customs roles are also becoming a C-suite discussion

Other trade roles seeing expansion include those focused on customs.

“Customs will be used as a business strategy, becoming an important C-Suite level discussion point to navigate the ever-complex international trade waters,” notes a recent article by shipping giant Maersk. And it’s easy to see why.

With a growing web of tariffs, counter-tariffs, and shifting regulations worldwide, importers and exporters must manage their classification codes, documentation, and compliance procedures with precision—or else risk costly penalties and delays. 

And then, there is AI

Virtually all areas of business, including global trade, are being touched by artificial intelligence and associated technologies. In fact, “The global AI in logistics and supply-chain market size was valued at USD 20.1 billion in 2024 and is projected to grow at a CAGR of 25.9 % between 2025 and 2034,” states a report by Global Market Insights. And these technologies are focused on improving operational cost, streamlining logistics planning, and managing real-time supply chain efficiency—but only if teams are trained on how to operate these new technologies.  

Agility, accuracy, and technology: core focuses for trade teams

All in all, in 2026, trade teams need to lean their roles toward technology, compliance, and risk planning for resiliency.  

The World Economic Forum notes in their Future of Jobs Report that “The most prominent skills differentiating growing from declining jobs are anticipated to comprise resilience, flexibility, and agility; resource management and operations; quality control; programming, and technological literacy.” 

That sets the stage for roles like trade-compliance analyst, customs strategy lead, global trade-technology architect, and import/export risk manager—titles once rare, but now increasingly common.  

A simple browse of current job postings finds top companies like Amazon hiring for Global Trade Compliance PMs or Global Customs Ops Analysts, requiring candidates to have the skills to build scalable trade-compliance programs and broker networks. While grocery chains like Loblaws are looking for Customs and Trade Analysts, roles focused on import and export clearance and risk.  

Globally, there are thousands of jobs focused on customs and international trade compliance, including many on FITT’s job board—making it more important than ever for competitive teams to make these professions a priority for successful international market expansion.

Offshoring, nearshoring, and re-shoring: strategies to mitigate volatility 

With increasingly unpredictable supply chains, companies are also rethinking where and how they allocate their trade teams. Offshoring, nearshoring, and re-shoring have become hot-topic strategies in this conversation—each offering clear advantages and trade-offs. 

• Offshoring refers to relocating production or services to a distant country, often to reduce labour costs or take advantage of specialized expertise. It can yield significant cost savings and access to global talent, but also exposes firms to geopolitical risks, shipping delays, and reduced control over quality and oversight. 

• Nearshoring involves shifting operations or sourcing to a nearby country or region—one that lies closer in geography, culture, or time zone. The proximity allows for faster communication, shorter transit times, and improved responsiveness to market shifts, though it may come with slightly higher labour and logistics costs compared to far-off locations. 

• Re-shoring (or on-shoring) brings previously relocated operations back home, offering the greatest control, supply-chain transparency, and resilience against global disruptions. However, domestic production typically comes with higher costs, and the process of re-establishing facilities and workforces can be both expensive and time-consuming. 

Together, these strategies reflect a broader recalibration of global trade—one that weighs efficiency against resiliency, and cost against certainty. What businesses choose to employ depends on their needs and goals, but they will all have to consider the risky environment in which they exist: 

“Geoeconomic fragmentation and geopolitical tensions are expected to drive business-model transformation in one-third (34 %) of surveyed organizations in the next five years. Over one-fifth (23 %) of global employers identify increased restrictions on trade and investment … as factors shaping their operations,” states the World Economic Forum in their job report, pinpointing the need for businesses to be prepared from all angles.  

Training is a unifying factor for all roles

At the heart of these workforce transitions lies a single, unifying factor—the need for continual training and upskilling. Finding employees with a new set of in-demand skills isn’t something that happens overnight. Most often, it starts with giving current teams training to upgrade their knowledge to current-day trends. 

“If the world’s workforce was made up of 100 people, 59 would need training by 2030. Of these, employers foresee that 29 could be upskilled in their current roles and 19 could be upskilled and redeployed elsewhere within their organization. However, 11 would be unlikely to receive the reskilling or upskilling needed, leaving their employment prospects increasingly at risk,” warns the WEF. 

Lora Rigutto, Partnerships and Community Lead at FITT, agrees. She personally sees how training benefits companies and employees working in international trade daily: 

“I’ve seen how upskilling and trade training can change the trajectory of both employers and employees. Many who complete FITT’s international trade training go on to work in government, policy, and business at some of the world’s leading organizations, while others use that knowledge to grow their own SMEs.”

What really stands out is the value of having a CITP®—someone with a broad, practical understanding of international trade who can connect the full A-to-Z process, from market entry and compliance to sales and growth strategy. Whether in a large enterprise or a small business just getting started, that ability to see the whole picture and bring in accredited knowledge created by business for business, along with industry best practices and frameworks—makes a meaningful difference.” 

The world is changing, but resiliency will always remain a strength

In 2025, it may seem like our world is changing faster than ever. But it’s important to put these shifts into perspective. Only 100 years ago, we were still delivering some products by horse and buggy. 50 years ago, we were sending customs documents via fax machines, and just 25 years ago, the biggest technological threat that dominated the headlines was Y2K. The point being, the world has always been in a state of rapid change, but those who flourish in it, no matter the challenge, remain aware, prepared, and upskilled for those changes. 

Curious about current job roles in trade? Below is a list of popular trade jobs that companies currently hire for: 

See active international trade job listings here 

• International Trade Consultant: Advises companies on entering new markets or expanding globally including assessing tariffs, trade agreements, and regulatory risks and recommending supply chain and market entry strategies 
• Export Manager: Responsible for planning, executing, and overseeing a company’s sales of goods or services into foreign markets; a mix of strategy, operations, and relationship management 
• Commodity Trader: Buys and sells commodities, such as agricultural products or metals, on international markets. 
• Economist: Analyzes data and develops theories related to the production and circulation of goods, services, and resources in a global context. 
• Data Analyst: Analyzes data for companies to help inform business decisions, which can include international market data.  

Logistics and supply chain

• Freight Forwarder: Manages the transportation of goods, including coordinating shipments, choosing carriers, and negotiating terms. 
• Logistics Specialist: Handles the planning and management of international logistics, including warehousing and last-mile delivery. 
• Customs Clearance Specialist: Processes paperwork for inbound and outbound shipments to ensure goods clear customs without delays. 
• Ocean/Air Export/Import Coordinator: Manages the specific details of export or import shipments via sea or air freight.  

Sales, marketing, and business development

• International Sales and Partnerships Manager: Develops and manages relationships with international partners and clients. 
• International Marketing Manager: Creates and implements marketing strategies for products and services in global markets. 
• Business Development Manager: Focuses on expanding a company’s business through new markets, partnerships, and services, often within a specific sector like freight forwarding.  

Compliance and analysis

• Trade Compliance Specialist/Manager: Ensures a company’s operations adhere to all trade regulations, sanctions, and export/import laws. 
• Customs Broker: Acts as an intermediary between businesses and government customs agencies, navigating complex regulations to facilitate the movement of goods. 
• International Trade Analyst: Conducts research and analysis to help companies make informed decisions about global markets and trade policies. 
• Policy Analyst: Researches and analyzes policy outcomes, which can be applied to trade policies and social issues.  

The post Growing global trade jobs: Top roles, skills, and trends to watch in 2026 appeared first on Trade Ready.

This year’s top stories explored everything from global trade trends and supply chain resilience to AI-driven marketing, trade terminology, and cautionary tales of market entry gone wrong. Together, they offer a snapshot of the questions and challenges that mattered most to TradeReady’s audience in 2025, and a useful starting point for anyone looking to sharpen their trade knowledge moving into the year ahead.

1. 10 global trade trends we’ll be watching in 2025

10 global trade trends we’ll be watching in 2025

2. How AI can power your international marketing from localization to market insights

How AI can power your international marketing from localization to market insights

3. Combating food fraud with technology-driven traceability

Combating food fraud with technology-driven traceability

4. Lessons from a failed export plan: why Starbucks couldn’t crack Australia

Lessons from a failed export plan: why Starbucks couldn’t crack Australia

5. 25 International trade terms you should know

25 International trade terms you should know

6. The fastest-growing international trade jobs for 2026 and how to get them

The fastest-growing international trade jobs for 2026 and how to get them

7. How IKEA’s inflatable furniture flop teaches us the value of rigorous product testing

How IKEA’s inflatable furniture flop teaches us the value of rigorous product testing

8. From the classroom to global impact: The inspiring journeys of FITT’s 2024 Educational Award winners

From the classroom to global impact: The inspiring journeys of FITT’s 2024 Educational Award winners

9. How to start an export business in Canada

How to start an export business in Canada

10. Export is not a sales channel: It’s a business model!

Export Is Not a Sales Channel. It’s a Business Model!

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Add in shifting geopolitics, rising demand from emerging markets, and the need for stronger, more secure supply chains, and it’s clear that agility and foresight are more important than ever.

In our annual look ahead, we break down the top 10 global trade trends we’ll be watching, reacting to, and writing about in 2026.

Read on for our 10 2026 trends.

Curious about our past predictions? Check out what we thought 2017-2025 had in store.

1. Global trade hits record high in 2025 but faces slower growth in 2026

Global trade reached a record US$35 trillion in 2025, demonstrating strong resilience despite rising geopolitical tensions, higher costs, and increasing trade barriers. According to UN Trade and Development (UNCTAD), trade expanded by about 7% year over year, driven by higher volumes in both goods and services, with particularly strong contributions from East Asia, Africa, and South–South trade.

However, UNCTAD warns that momentum is slowing and expects weaker trade growth in 2026 as economic uncertainty, higher trade costs, and fragmentation weigh on global flows.

The World Trade Organization (WTO) echoes this outlook. Global merchandise trade grew faster than expected in early 2025 as firms front-loaded imports ahead of anticipated tariff increases and demand for AI-related products surged, especially in Asia and North America.

As a result, the WTO revised its 2025 merchandise trade growth forecast upward to 2.4%, while sharply lowering its 2026 forecast to just 0.5%, reflecting a cooling global economy and the full-year impact of higher tariffs.

Trade in commercial services remains more resilient but is also slowing. The WTO expects services export growth to ease from 6.8% in 2024 to 4.6% in 2025, and 4.4% in 2026, as weaker goods trade and slower output growth spill over into services.

Together, the UNCTAD and WTO assessments point to a global trade environment that is structurally strong but increasingly constrained, supported in the short term by technology investment and resilient demand, yet facing slower growth ahead as protectionism, economic cooling, and fragmentation reshape global trade dynamics.

2. Sustainable & carbon-sensitive trade

Sustainable policies (Electricity Demand & AI)

As electrification and digitalization accelerate, trade policies are increasingly aligning with climate and energy goals to support clean energy infrastructure and carbon-sensitive trade.

Global power demand is surging—driven in part by data centers and AI workloads—forcing energy systems to evolve and integrate more renewables.

Policies are beginning to incentivize renewable electricity generation, grid modernization, and clean technology exports to manage this growth sustainably while maintaining climate objectives.

Trade in renewable energy technologies (e.g., solar, wind, electrolyzers) is expanding rapidly, reshaping energy markets from fossil-fuel dominance toward clean trade flows that include grid equipment and storage systems. Export of these technologies supports carbon-sensitive value chains and opens new trading corridors as countries compete to lead in clean tech deployment. News Release Archive

At the policy level, many countries are implementing clean electricity investment tax credits, carbon pricing, and regulatory frameworks to encourage grid upgrades and clean power trade. For example, Canada’s Climate Competitiveness Strategy aims to boost clean energy and critical mineral supply chains globally, enhancing trade competitiveness while cutting emissions. Canada

Sustainable supply chain management

In 2026, sustainable supply chain management is becoming central to reducing climate impacts across international trade. Trade agreements and sustainability initiatives are increasingly tying environmental performance to supply chain practices, encouraging cleaner logistics, emissions tracking, and resilient value chains.

A recent OECD working paper emphasizes that trade policy can foster environmentally sustainable supply chains by integrating sustainability standards and climate objectives into trade agreements and corporate practices.

AI and advanced analytics are playing a transformative role by enabling companies to monitor emissions, optimize logistics for lower carbon output, and enhance transparency across multi-tier networks, helping firms make data-driven decisions that reduce carbon footprints while improving efficiency.

These developments reflect a shift from cost-only supply chain metrics toward carbon and environmental risk evaluation, with sustainability strategies embedded into procurement, production, and logistics planning.

Stronger collaboration among trading partners on carbon disclosure and low-emission practices would build resilience while aligning commercial incentives with net-zero goals.

3. Rise of emerging market demand

Emerging markets, particularly those in Southeast Asia and Africa, are becoming increasingly important demand centers in global trade. Countries in the ASEAN region, including Vietnam, Indonesia, the Philippines, Malaysia, and Thailand, are expanding their imports of manufactured goods, agricultural products, pharmaceuticals, and electrical machinery, driven by robust industrial expansion and stronger trade partnerships.

Africa’s major economies like Nigeria, Kenya, Egypt, Tanzania, South Africa, and Ghana are also growing their imports of food products, engineering goods, consumer goods, and medicines as rising populations and urbanization boost domestic consumption.

This shift is widening export opportunities for suppliers outside traditional Western markets and encouraging exporters to diversify into high‑growth developing regions where demand is rising faster than in advanced economies.

4. Competition & customer service shortening delivery times

In 2026, last‑mile delivery remains one of the most complex and important parts of the supply chain, shaped by evolving consumer expectations and ongoing market challenges. Logistics providers will need to address three key areas to stay competitive:

Big and bulky items: Demand for doorstep delivery of oversized goods like furniture and appliances is growing, but many carriers avoid these due to complexity. Specialized networks can turn this into a strategic advantage.

Reliability over speed: A shift in customer priorities shows that most shoppers (about 90%) prefer reliable delivery within 2–3 days rather than ultra‑fast service, highlighting the importance of consistent performance.

Transparent options: Providing clear estimated delivery dates at checkout and flexible delivery choices reduces cart abandonment and improves customer satisfaction.

Overall, successful last‑mile strategies in 2026 will combine specialized services, reliable performance, and delivery transparency to meet shifting consumer needs.

5. Scenario planning a strategic necessity for international businesses

In 2026, international businesses face geopolitical fragmentation, rapid technological change (especially AI), economic volatility, and rising sustainability and regulatory demands.

Scenario planning moves beyond traditional forecasting by exploring multiple plausible futures, helping companies build resilience and agility in global operations.

It uses “digital twins” to simulate different outcomes. Such a tool becomes critical in an unpredictable market. Any situation, even truly disastrous, can be simulated, tested, and solved virtually. So, the company gets a clear action plan before issues happen.

Key drivers include shifting trade alliances and tariffs, accelerating AI and automation with new cybersecurity and workforce implications, fluctuating interest and exchange rates, and increasingly complex ESG and data regulations. Supply chains remain vulnerable to natural disasters, conflicts, and strikes, highlighting the need for diversification and visibility.

Common scenarios that are run through scenario planning technology: Multipolar Patchwork (fragmented global blocs), Global Managed Trade (negotiated flows with policy shifts), and Localization/Self-Sufficiency (nearshoring to reduce geopolitical risk).

6. Shortening supply chains & localized manufacturing

Many companies are working to shorten cross-border supply chains and bring manufacturing closer to end consumers, whether on a national level or within regional trade blocks. For instance, many energy companies are acquiring manufacturing assets in, or shifting production to the Middle East to service regional customers, regardless of where the business is headquartered.

Additionally, there is a desire among multinational companies to develop close relationships and bring local partners into overseas markets where they might historically have sought to grow organically.

That is in part a recognition of a broader desire among customers to work with local counterparts and it often results in joint venture transactions that can bring local operational knowledge.

7. Services trade outpacing merchandise

The World Trade Organization (WTO) and other forecasting bodies indicate a steady, albeit slightly decelerated, growth for services trade in 2026. This contrasts with a significant slowdown projected for merchandise (goods) trade due to ongoing geopolitical tensions and increased tariffs.

Key global trends and factors include:

• Steady Growth: Services are expected to continue outpacing goods trade growth in 2026.
• Service exports a large proportion of Canadian trade growth: Between 2014 and 2024, Canadian service exports more than doubled to $232 B, now representing 23% of total exports and over 7% of GDP, accounting for 62% of the country’s real export growth while goods exports remain largely flat.
• Key Drivers: Growth is particularly strong in digital and business services. The demand for AI-related goods and services is also a significant driver.
• Headwinds: The overall global economic environment remains challenging, with trade disputes, high operating costs, and rising business insolvencies creating uncertainty.

8. Digital currencies transforming cross-border payments

Digital currencies issued or regulated by governments—such as Central Bank Digital Currencies (CBDCs) and stablecoins—are becoming a faster, cheaper way to move money across borders.

Today’s global trade payments still rely on slow, complex banking networks that add delays and fees.

CBDCs and regulated stablecoins offer a modern alternative, allowing funds to move almost instantly between trading partners while maintaining the stability of traditional currencies.

Unlike cryptocurrencies that fluctuate in value, stablecoins are backed 1:1 by real-world currencies, making them suitable for everyday trade, treasury, and settlement payments. Their digital design also enables automated payments tied to delivery or contract milestones.

For businesses, the benefits include quicker settlement, lower costs, and greater transparency. Studies show many companies are already achieving double-digit cost savings, and financial institutions expect digital currencies to handle a meaningful share of global payments by 2030.

As regulators in major economies advance real-world adoption, the biggest opportunities will be for platforms that support digital-currency payments seamlessly across international trade.

9. AI becomes the defining competitive advantage for manufacturing in 2026

Deloitte’s 2026 Manufacturing Industry Outlook highlights that artificial intelligence (AI) will be a key driver of competitiveness as manufacturers respond to lingering challenges from 2025—including rising costs, trade policy uncertainty, and slower growth.

According to the report, many manufacturers plan to increase investment in smart manufacturing technologies such as automation, advanced analytics, cloud platforms, and agentic AI, which can independently make decisions to improve productivity, quality, and capacity.

AI’s role is expanding beyond traditional automation to include functions like identifying alternative suppliers during disruptions, capturing retiring workers’ expertise, and improving customer service processes.

Advanced physical AI, such as autonomous robots and robotic systems, is also set to grow, with adoption expected to more than double within two years.

Manufacturers are increasingly using AI to strengthen supply chain resilience, employing AI-driven analytics to monitor risk, forecast disruptions, and rebalance networks in real time. The technology also supports a shift from reactive to predictive services, boosting equipment uptime and customer satisfaction.

Despite talent shortages, AI itself can help capture workforce knowledge and accelerate training. Deloitte concludes that companies that invest strategically in AI and smart manufacturing will be better positioned to navigate uncertainty and widen their competitive advantage in 2026.

10. Growing focus on cybersecurity in supply chains

Heading into 2026, cybersecurity is rising as a core priority in international trade supply chain management, driven by the increasing digitalization of global logistics, manufacturing, and trading systems.

As cross-border commerce relies on interconnected IT systems, cloud platforms, AI-driven operations, and third-party partners, vulnerabilities are expanding, making cybersecurity essential not only for IT teams but for strategic supply chain and trade risk management.

Key aspects shaping this trend:

• Expanded attack surface: Complex global supply chains now include multiple vendors, logistics systems, and digital interfaces. Cyber threats exploit weak links in this ecosystem, with third-party and multi-tier vendor vulnerabilities increasingly leveraged by attackers.
• Regulatory drivers: Standards and regulations like the EU’s NIS2 and broader risk disclosure requirements are pushing businesses involved in international trade to embed cybersecurity compliance and governance into their supply chain protocols.
• Operational risk and resilience: High-impact cyber incidents—such as ransomware attacks disrupting freight operations—underscore the operational risks to global trade flows and reinforce the need for robust cybersecurity measures across partners and transport networks.
• Integrated visibility and trust: In 2026, firms are moving toward end-to-end security visibility, continuous monitoring, and zero-trust frameworks that secure data and operations from origin to delivery across international borders.

In 2026 cybersecurity will no longer be a niche technical concern but a strategic imperative for global trade supply chains. Protecting digital infrastructure and partner networks is critical to ensuring uninterrupted trade operations, regulatory compliance, and confidence among trading partners.

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The following discusses the six most common forms of international business agreements, how they function, and what businesses ought to be aware of when writing or signing such agreements. 

1. International Sales Contracts: The Foundation of Cross-Border Trade 

An international sales contract is a contract that regulates a sale between a buyer and a seller located in different countries. It establishes prices, product specifications, terms of payment, delivery terms, risk transfer, and dispute resolution procedures. The most significant element of these contracts is the application of Incoterms, the internationally accepted system of delivery regulations issued by the International Chamber of Commerce (ICC). 

Incoterms can be defined as the essential terms of trade for the sale of goods worldwide. According to the National Law Review, more than 90% of global trade contracts incorporate Incoterms in some form. 

Some of the common errors that exporters commit include the use of undisclosed terms of delivery, no reference to the version of the Incoterms, and the use of purchase orders rather than a comprehensive contract.

Exporters should ensure that the selected rule of Incoterms fits their logistics and capacity, confirm payment security, and that the law in force is properly defined before signing.

2. Distribution Agreements 

A distribution agreement is a contract where a foreign distributor purchases products and sells them in a specified area. The model suits companies intending to expand abroad without having to invest in a foreign branch or sales force. The distributor manages inventory, marketing, sales, and customer support – they usually take on the brunt of financial risk. For an exporter they are a cost-effective entry mode to new markets without having a physical presence. 

Distribution arrangements may become problematic in cases where there is uncertainty about the territory, exclusivity, or ambiguity in performance obligations.

Exporters are recommended to evaluate the distributor market coverage, financial strength, brand protection commitment, and reporting obligations. Clear regulations regarding marketing, digital sales, and intellectual property aid in the avoidance of conflict in the short and long term.  

3. Agency Agreements 

Compared to distribution, an agency agreement is different because an agent does not buy goods. Rather, the agent markets the products of the exporter and receives commission on successful sales. The exporter has full control over pricing, ownership, and invoicing.

In most jurisdictions, agency agreements are highly controlled. For example, as per European Union Law, “commercial agents are entitled to statutory termination compensation even if the contract states otherwise.” 

Companies often face issues when they blur the line between agents and distributors, do not clearly define authority, or fail to include confidentiality and intellectual property safeguards.

Exporters should review commission systems, clarify that the agent is allowed to sign on behalf of them, and verify that all domestic legal requirements (including claims to compensation) are familiar.

4. Licensing Agreements 

A licensing agreement gives a foreign firm rights to utilize intellectual property – trademarks, software, proprietary formulas, technology, or manufacturing processes –  in return of royalties or fees. Licensing also enables firms to venture across borders without transporting products or constructing facilities. 

The greatest risks are in markets where intellectual property protection is weak. Poorly executed licensing agreements may result in unauthorized duplication, brand damage, or a dispute over the calculation of payments. Licensors need to specify the scope of the license such as territory, exclusivity, duration, and quality-control conditions. Audit rights are necessary to facilitate the proper reporting of royalty. 

Companies need to consider the robustness of local IP laws, review the production or service levels of the licensee, and determine the precise sanctions against abuse of intellectual property before engaging in a licensing agreement.

5. Franchise Agreements 

A franchise agreement gives a franchisee the opportunity to run a business under the name of the franchisor, using their systems and business model. Franchising is common in hospitality, food service, retail, personal care and education sectors. 

According to the International Franchise Association (IFA), the growth of franchising remains high. In 2024 alone, U.S. franchises were expected to grow by more than 15,000 new locations, creating over 221,000 jobs. 

Globally, franchise and distribution legal services have been projected to expand at a double-digit CAGR in the time period ranging from 2025 to 2035, which shows continued global growth. 

Cross-border franchising involves adapting to the local laws, consumer behaviour, and standards of operation. Failure can be common when training is inadequate or when franchisees do not stick to the set standards.

Major points to consider before signing are the franchise fee, royalties, advertising expenses, quality-control measures, and the limitation of brand usage.

6. Joint Venture Agreements 

A joint venture (JV) is the process in which two or more companies establish a new business or a new business partnership to enter the market, create new technologies, or distribute the operational risks. JVs are widespread in fields where the entry barriers and capital requirements are high, or local knowledge is limited.

Nonetheless, JVs can be considered one of the most complicated international business contracts to negotiate. Mismatched expectations, poor governance systems, poor intellectual property rights, and exit systems are some major areas of dispute. Companies need to make clear profit sharing arrangements, decision making, dispute resolution, confidentiality, and jointly developed IP ownership before joint venturing.

Key Action Principles for Drafting Strong International Business Contracts 

In any international business agreement there are a number of principles when drafting. Words should be used clearly, expressions that are ambiguous may mean something different in different jurisdictions. All contracts must stipulate the law of governing and dispute resolution system including international arbitration over treaties like the New York Convention.

The appropriate version of Incoterms and the port or delivery point should be mentioned in contracts. In transactions focusing on intellectual property, including licensing agreements, franchise agreements, and distribution agreements, clauses of high level of confidentiality and IP-protection are absolutely non-negotiable.

Due diligence is also critical. Companies ought to research on the financial strength, reputation, and capacity of their foreign associates. Knowledge of local regulations helps to avoid unforeseen liabilities during contract negotiations, and especially in markets where there are agency law or foreign-ownership regulations. Finally, every contract must include a transparent and practical termination plan, without one, even strong partnerships can end in costly disputes. 

Helpful Resources for Global Exporters 

To deepen your understanding of international business contracts, these official sources provide detailed guidance: 

Trade Commissioner Service (Canada): Offers practical guidance on legal, compliance, and contract considerations. 

ICC — Incoterms® 2020 (International Chamber of Commerce): The official ICC page for Incoterms®: authoritative explanations, purchase information, and guidance on the 11 trade rules used in international sales contracts. 

U.S. International Trade Administration — Learn How to Export: U.S. government guidance on export readiness, documentation, payment methods, and compliance, helpful when structuring international sales contracts. 

WIPO (World Intellectual Property Organization) — WIPO Home: Global IP authority with tools and guidance for protecting trademarks, patents, designs, and other IP central to licensing, franchising, and distribution agreements. 

Strengthening Your Global Business with the Right Agreements 

International expansion rewards companies that prepare well. Exporters are able to reduce risk, protect intellectual property and establish successful cross-border relationships with well-defined, well-considered international business agreements.

The knowledge of international sales contracts, distribution agreements, agency agreements, licensing agreements, franchise agreements, and joint venture agreements assists North American exporters to act with confidence and grow sustainably in the global market. 

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Gaps in knowledge are among the top reasons that some small and microbusinesses don’t yet export their goods or services, according to the Canadian Federation of Independent Business (CFIB).

Regulatory hurdles and expenses are other factors keeping many small businesses local. This guide to exporting provides an overview and resources to help you get started if you want to sell your products and services in international markets.

How international trade affects Canadian businesses

In recent years, government statistics show that international trade accounted for nearly two-thirds of the Canadian GDP.

Canadian business exports add 3.3 million jobs to the economy. To put that in context, that’s nearly one in six Canadian jobs.

Even if your business is secure, you may still want to scale it to take advantage of opportunities for growth.

For businesses of any size, exporting provides the opportunity to find new markets, scale your business, and become more resilient in a volatile economy. Yet, as recent research from the CFIB shows, only a minority of Canadian small and medium-sized businesses are currently seizing these opportunities.

Step 1: Are you ready to join the global market?

The first step is to decide whether your business is ready to expand into international trade. Identify which of your products or servicesmay appeal to consumers in other countries. Next, figure out whether the investment is likely to be worth it by doing a feasibility study and thorough market research.

FITT’s Export Vision Board can help you realize what exporting might look like for your business.

You can use the Export Vision Board template to visualize and capture the critical components for your international market expansion.

If you’re not sure what to include, there are 3 examples of completed templates including B2B product exports, B2C product exports, and service exports to inspire you and help you get started.

If you want to dig deeper, consider taking some training like the Feasibility of International Trade course, which was designed to help businesses of all sizes assess whether international opportunities are viable, and if the potential benefits outweigh the risks and costs.

Once you decide whether exporting is a good move for your business, start making a plan so your actions will be strategic, not accidental. Identify your target consumers and how you offer something better than what they might find locally.

Continue to revise and change your export plan as you learn more.

Step 2: Learn the bureaucratic requirements for your industry

Each industry has its own set of regulations and laws to work within when it comes to exporting or importing.

Exporting in Canada means actively engaging with multiple government, legal, and financial frameworks.

Your first step is learning what is required within your industry. For example, exporters must comply with regulations enforced by the Canada Border Services Agency (CBSA). These regulations may include export classification, permit requirements, and rules for export reporting in Canada.

The value of your product plays a role. All exports above $2,000 require a declaration using the CBSA’s Canadian Export Reporting System (CERS) and may also need special permits from Global Affairs Canada. Also, don’t forget taxes that may apply, like Goods and Services Tax (GST) and Harmonized Sales Tax (HST).

As you unravel the requirements, use that information to update your plan. Does this knowledge change the logistics of how you will get the product or service to your prospective customers abroad? How does this affect your budget and costs? How will you cover these added expenses?

Not only do you need to be aware of Canadian trade regulations, but also those in your export destination country. Once you have a sense of the fees, taxes, and tariffs involved, you are in a better position to plan. Just be aware that laws, tariffs, and taxes change.

If you have been keeping up with U.S. news, you may wonder if now is the right time with increased tariffs on certain exports to the United States.

In international trade, like in life, change is one of the few constants.

These changes and potential culture changes make the new trade environment more complex, but you have a couple of options.

Now is a time when you could focus on building your market outside the U.S., or you could focus on learning the ins and outs of expanding your North American market. Either option has a unique set of challenges, and both require a nimble approach as you adapt to any unfolding changes.

Step 3: Identify your supply chain and budget

Map out the specifics within your supply chain from planning, manufacturing, marketing, and getting the product to your consumers. If you offer a service, this may be easier, but you should go through the same steps.

Some of these steps are likely already part of your business workflow. Spend a little extra time on the added steps, such as any permits and reporting you may need to do. Also, note any changes to your product as your export country may have specific standards for its own regulations, safety standards, or documentation requirements. Will you need to translate any of your packaging or materials?

Update your plan and put together a budget. Do you need to raise additional capital in order to build the export branch of your business? If so, take the time to look into business development loans, grants, and investment capital options.

Step 4: Develop your marketing and fulfillment plan

Marketing your products abroad is challenging. But thanks to the internet and social media, your customers are more accessible than ever. The hard part can be effectively communicating with potential customers in a language you are not fluent in. If this is your plan, be sure to partner with a quality translation and localization service.

Since you take on additional financial risks when exporting, you want to be sure to conduct market research and develop a comprehensive marketing strategy.

At this point, you may be in a better position to revisit your risk assessment. What are your export-specific risks beyond those you face as an entrepreneur in your home country? Craft a plan to mitigate those risks.

In summary, learning how to export in Canada is a multi-step process that includes:

• Assessing whether your business is ready
• Developing an export vision that aligns with your business goals
• Conducting market research as well as feasibility analysis
• Understanding export regulations and compliance
• Managing tax, payment, and GST/HST implications
• Identifying and managing export-specific risks
• Building a formal export plan with a timeline for implementation

The challenges and complexities of running an export business can be overwhelming. But there is plenty of support available to businesses of all sizes looking to grow globally.

The thing that trips up many businesses that are new to importing and exporting is “knowing what they don’t know”.

Or in other words, getting a full picture of what is involved in setting themselves up for success in international markets, and how to avoid common pitfalls that come with inexperience.

Exploring training to fill in knowledge gaps, hiring outside help that bring in much-needed expertise, and seeking guidance from trade advisors and locally-engaged support such as the Trade Commissioner Service, can make what may seem daunting doable.

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But eight years later, Starbucks closed nearly three-quarters of its Australian locations.

 Headlines screamed: “Shunned Starbucks in Aussie exit.”

So what happened?

Clearly, Starbucks wasn’t working with a bad product. Its success in the American markets testified to that. And there weren’t any obvious instances of bad luck or misfortune. Instead, Starbucks’ expansion highlighted the cultural gap that can make international expansion challenging. And given that Starbucks Australia eventually started turning a profit decades later, there are some interesting lessons to learn from what went wrong—and how Starbucks turned it all around.

The risk of skipping the necessary cultural research

Most market entry failures start with poor preparation. Starbucks’ foray into Australia proved no exception.

The brand went full-throttle: Starbucks opened 84 Australian stores in just eight years, many in major cities with established coffee markets. However, Starbucks failed to take into account the highly developed coffee culture already present in Australia. After World War II, an influx of immigrants from Italy brought espresso machines and introduced coffee en masse. Australians had already “met” coffee cafe culture.

As the Australasian Marketing Journal reports:

“Australia’s taste for coffee is a by-product of the waves of immigrants arriving on the country’s shores following World War II. European migrants, predominantly Greeks and Italians, were the first to establish the coffee culture, which was later embraced more widely in the 1980s.”

In the U.S., that hadn’t been quite as true. Starbucks had already defined cafe culture. Meanwhile, Australians already had deep-set preferences for strong, artisanal coffee being served in locally-owned shops. In Australia, Starbucks wouldn’t be driving the culture. It would feel more like an outsider selling a familiar product. And its corporate approach felt less authentic (and often, more expensive) than the local cafes.

According to Justologist,

“Australians are spoiled for choice when it comes to coffee” while “the large coffee chains are not dominating the market like Starbucks is in America.”

Australian coffee culture was largely fragmented, not as ripe for national domination as American coffee culture had been.

What Starbucks could’ve done differently

Succeeding in any export market requires companies to clearly define their customer and adapt their approach as appropriate. That begins with thorough market research: a deeper understanding of the cultural context into which you’re exporting your products.

Creating detailed customer profiles

[This content is an excerpt reproduced from the FITTskills International Sales & Marketing course]

Customer profiles are used for product and service adaptations and other marketing decisions. Profiles are also often created for specific segments for the market. Customer profiles are almost certain to be diverse within every foreign market, taking into account income levels, culture, living standards, fashion, religion, politics and general attitudes toward imported products. Include the following 3 sections:

Demographic Portrait

This part of the profile demonstrates a detailed understanding of the organization’s customers and typically includes demographic characteristics such as age, gender, career or job, income, level of educational attainment, geographic location and language(s) spoken.

Estimated Demand

Based on collected research, marketers estimate demand for products and services, and the rate at which the demand is expected to grow.

Purchase Motivation

It is important to understand what motivates customers to buy. Are they looking for savings or a way to simplify their lives? Perhaps they are seeking attention or safety. Why will customers choose the company’s product or service over the competition? Is what they have to offer too inexpensive or too costly? Do they offer something unique? What cultural factors influence the values, preferences and behaviours in this target market?

For more on how to conduct customer research including collecting and analysing data and identifying insights about market segments explore International Sales & Marketing

In Australia, a full profile of coffee customers would have revealed that they weren’t necessarily looking for big-time chains. They valued their independent cafes. They already had their favorite barista-crafted coffee shops. They were fine with a localized, relaxed experience, and didn’t see a need to change

Starbucks had been encouraged by its rapid expansion in the U.S. and may have assumed that success in another western-style country would be assured. Instead, they tried to transplant the American model wholesale. And it was a model that simply wasn’t going to work in a country with a different coffee history.

A flawed international marketing strategy

‘‘I just think the whole system, the way they serve, just didn’t appeal to the culture we have here,” said Andrew Mackay, VP of the Australian Coffee Traders Association.

A key point of issue for Starbucks’ strategy was differentiation. International marketing can get tricky if your brand can’t figure out what makes it different. While the Australasian Marketing Journal notes that Starbucks had an initial spike of interest thanks to the novelty of the store and Australians’ curiosity, it failed to differentiate why it was superior to the already-embedded local coffee culture across the Australian continent.

Starbucks was perceived as having a premium price that required some point of differentiation to justify paying that much for coffee. The extant coffee culture in Australia made that selling point difficult. Other marketing problems—such as the uniformity of the store design—didn’t appeal to Australians the same way they had appealed to Americans.

The rapid expansion strategy also introduced an element of fatigue. While the appeal of a standardized coffee store had legs in America, the uniformity and success of the brand eventually started to wear on many customers. The same was true in Australia, where Starbucks’ rapid entry to the market and aggressive expansion strategy failed to make inroads.

Ultimately, Starbucks was a first-mover in America, while the brand had failed to acknowledge that in Australia, it would simply be another place offering coffee.

Additionally, Australian cafe owners weren’t intimidated by Starbucks. Starbucks’ fast-expansion philosophy might have worked in the United States, but Australian cafes were able to double down on the specialty brews and cozy atmospheres that had already made them popular with the Australian public. In that environment, it was difficult for Starbucks to differentiate itself from the competition.

How Starbucks Australia eventually recovered

A younger demographic eventually came to the rescue. According to Coffee Intelligence, “a new cohort of Gen Z and young millennials are driving coffee consumption in Australia, and they exhibit new drinking preferences that align with what Starbucks offers.”

Starbucks finally found itself aligning with what Australian consumers wanted, which was now an on-the-go lifestyle. Convenience and mobile online ordering systems were becoming preferable to the cozy cafe experience—which played to Starbucks’ strengths.

Additionally, Starbucks eventually shifted from a pure growth strategy to focusing on tourist-friendly locations with more international audiences. Shopping centers and popular commuting destinations proved valuable in this strategy.

In other words, Starbucks eventually found success not in trying to teach Australians to be like Americans, but in finding where its current Australian market already existed, then doubling down on that strategy.

Actionable lessons for exporters

Starbucks made some expensive missteps, but eventually learned some key lessons to enter a new international market:

• Define your customer profile, remembering to keep it local. Don’t assume what worked for your current customer base will work for the new one, too. Use customer profiling to understand demographics, demand, and culturally-driven purchase motivations in the new market.
• Adapt your product or service to fit the culture. Starbucks started seeing more success when it a mobile-driven generation stared drinking coffee. Rather than stick to its old U.S. playbook, the brand eventually shifted to finding its niche, which provided further opportunity to grow.
• Localize your marketing strategy. One-size-fits-all branding can often be a mistake, as you use previous successes to predict future ones. But sometimes, those successes were due to elements that may not exist at the next stage of your expansion.

A powerful “export plan” takes plenty of research, along with generous dollops of patience and humility. Starbucks was able to turn things around by addressing their mistakes and doubling down on customer research and adaptations. Lesson learned? Don’t skimp on your customer profiles and never assume your domestic approach will work in global markets.

FITTskills content adapted from: FITTskills International Sales & Marketing. Forum for International Trade Training (FITT), © 2023.

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