Expand into new markets: tools and support for Canadian exporters

New trade diversification toolkit

Finding new markets for your products is a great way to grow your business. Relying on one or two countries for international sales can expose your company to risks like shifting economic conditions, currency fluctuations, and evolving regulations or standards.

Expanding into new markets can help your business:

• increase sales and connect with new customers and partners 
• introduce products and services to fast-growing and emerging economies  
• reduce dependence on markets that may be more vulnerable to economic shifts, geopolitical events or supply chain disruptions

We and our partners provide guidance and resources to help you navigate these risks and support your global expansion.

This step-by-step toolkit outlines the practical resources, funding programs and expert support available to help your business expand into new markets.

Begin your search for new markets on our website, where you can access practical tools and market intelligence to support informed expansion decisions.

• Visit the How to diversify your exports page, which serves as a central starting point for businesses expanding into new markets. It brings together our guidance and partner support in one place to help you explore opportunities, understand risks and access relevant programs.
• Read through the Step-by-step guide to sell to new markets, which explains each stage of export diversification, from assessing readiness and defining goals to identifying priority markets and developing a clear market-entry strategy.
• Use the Trade diversification checklist to evaluate business capacity, product or service fit, market knowledge, risk management and support networks before expanding internationally.
• Consult the Resources to sell to new markets page for a full overview of our available support. It links you to advisory services, funding programs, trade tools, and partner resources to support your expansion.
• Learn how Ferreol Skis entered a new market and expanded internationally with our support.

• Guides to exporting to the European Union (EU): Offers practical guidance on entering the EU’s single market of 27 member states and leveraging the Comprehensive Economic and Trade Agreement (CETA) to reduce barriers and improve competitiveness.
• Indo-Pacific Market Overview: Provides insights into one of the world’s fastest-growing regions, highlighting rising demand for Canadian goods and services and priority sectors such as energy, critical minerals and advanced manufacturing.
• Search by country, market, or region: Includes insights and export opportunities in markets around the world.

Before entering a new market, take time to strengthen your understanding of export diversification and readiness.

Watch the recent webinar on trade diversification to learn practical approaches to expanding into new markets.

We also offer recorded webinars and video content focused on helping Canadian businesses diversify their exports. These sessions feature trade experts who share practical guidance on topics such as:

• why diversification matters
• how to assess your export readiness
• navigating local regulations and compliance requirements

In addition to on-demand resources, we offer live programming at events and trade missions to help Canadian businesses diversify their exports and expand into new markets.

These opportunities allow you to:

• connect with qualified international buyers and partners
• gain market-specific insights before entering a new region
• participate in trade missions aligned with priority markets

Visit the Trade events page to learn more and register for events that support your diversification goals.  

Looking for training opportunities? Explore a selection of offerings from our federal and provincial partners across the country.   

Bringing your business into new markets requires planning and investment. We offer funding programs to support your expansion.

The CanExport SMEs program provides funding to eligible small and medium-sized enterprises to explore and expand into new international markets. Support may cover activities such as:

• market research and feasibility studies
• travel to target markets
• participation in trade events and missions
• adaptation of marketing materials for new markets

In addition to CanExport SMEs, businesses may also explore:

• CanExport for Global Affairs Canada-led delegations, which assists companies participating in priority trade missions
• funding and financing options available through TCS partner organizations

Canada's 15 FTAs cover 51 countries, representing 63% of the world’s gross domestic product (GDP) and more than 1.5 billion consumers.

These agreements help Canadian businesses like yours:   

• lower costs and become more competitive through reduced or eliminated tariffs
• access new buyers, including government procurement opportunities
• benefit from preferential treatment in partner markets
• operate within clearer and more predictable regulatory environments
• streamline customs and border processes
• strengthen participation in global supply chains

Canada’s extensive FTA network helps Canadian businesses access new markets and compete internationally.

Choosing the right markets is key to export success. Trade Commissioners can help you assess demand, understand local conditions, and identify strong opportunities.

Before connecting with a Trade Commissioner, your initial market selection research should involve the following:

1. Screen potential markets: Shortlist five to ten large, fast-growing markets and review how your sector has performed in each. Apply the same approach to emerging economies and narrow your focus to three to five destinations for deeper analysis.
2. Assess promising markets: Analyze demand trends, the competitive landscape, distribution networks, and business practices. Identify potential barriers, such as tariffs or regulatory requirements, and explore programs that may support market entry.
3. Draw conclusions: Prioritize markets with the strongest potential and develop a focused strategy.

Whether you're new to exporting or expanding into additional markets, our Trade Commissioners across Canada can guide you through the process. They work with you to identify opportunities, leverage your competitive advantage, and support sustainable growth. Connect with a Trade Commissioner to help grow your business!

Ready to get started?

Browse our website to explore our services and see how we support Canadian businesses expanding into new markets.

To receive tailored updates that match your business goals and connect with Trade Commissioners, join MyTCS and personalize your experience.