Trade diversification: how to select a new market

In today’s rapidly evolving global economy, export diversification is a critical strategy to reduce risk and build long-term resilience. Whether you're new to exporting or looking to expand into additional markets, this 60-minute webinar will help you identify where to grow next, and how to do it strategically.

Hosted by the Trade Commissioner Service (TCS) in partnership with the Forum for International Trade Training (FITT). The session introduces a practical framework for evaluating and selecting promising new markets. You’ll hear from trade experts, experienced exporters, and Trade Commissioners who will share real-world strategies, lessons learned, and tools to support your international growth.

The webinar will feature insights from Chief Trade Commissioner Sara Wilshaw on how the TCS can support your global expansion.

This session is ideal for exporters at all stages who are ready to take the next step toward market diversification. Topics of discussion will include:

• Why market diversification matters now 
  • Discover how entering new markets can reduce your exposure to risk and strengthen long-term business resilience
• How to choose the right market—step by step 
  • Learn a proven approach from a certified FITT expert to assess potential markets, evaluate risk, and determine fit for your business
    
• Lessons from Canadian exporters 
  • Hear how real companies have approached market expansion. Find out what worked, what didn’t, and what they’d recommend
    
• How we (the TCS) can help you go global 
  • Get practical guidance on how to access market intelligence, make local connections, and leverage our global network
    
• Live Q&A with export experts 
  • Ask your questions and gain insight tailored to your export goals
    

The webinar will take place January 28 at 1 pm EDT.

• Gain insights and market intelligence
• Develop a first-hand understanding of the opportunities and challenges of doing business in foreign markets
• Receive mentoring and coaching

Contact the Trade Commissioner Service (TCS) at tcs-sdc@international.gc.ca for more information.