Market diversification: A key strategy for exporters

Expand your global footprint, one step at a time

Planting your feet in one market might feel like a stable stance for your business. However, unexpected shifts in the trade landscape can quickly knock you off balance.

Market diversification lets you keep your footing when something shakes up your export plan. With a foothold in multiple markets, you can pivot more easily, stay nimble and reduce risk in today’s uncertain trade environment.

Whether you’re jumping into a new market, or just thinking about your first step, Export Development Canada (EDC) can set you on the right path. From market intelligence and trade know-how to credit insurance and financial solutions, we’ve got the tools you need to accelerate your trade diversification strategy.

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How market diversification strengthens your business

Increased sales

Diversifying creates new sales channels and revenue streams. Especially if you’ve saturated one market, exporting to more countries may be the best way to grow.

Greater stability

Selling in multiple markets makes you less vulnerable to seasonal sales fluctuations, currency volatility and market access disruptions.

Enhanced competitiveness

The challenges you face doing business globally build muscle for efficiency, quality and innovation—skills you can bring home to make your company stronger.

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Find your next export market opportunity

Canada has 15 active free trade agreements (FTAs) covering 51 countries around the world. Whatever your size or sector, there’s a market that’s right for your business.

Indo-Pacific

Home to some of the fastest-growing economies in the world, the Indo-Pacific will account for 50% of global GDP by 2040. Demand for a variety of Canadian goods and services is strong, and investment opportunities are plentiful.
Europe and the United Kingdom

Europe is a vast and lucrative market for Canadian business. Trade agreements have reduced tariffs and other barriers, making this diverse region of 445 million consumers a tempting target for our nation’s entrepreneurs.
Worldwide

EDC’s Country Risk Quarterly is an interactive tool with data on Canada’s top 75 trading partners. Our expert insights will help you research global markets, learn about market opportunities and refine your diversification strategy.

Key considerations for market diversification

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Key markets for strategic trade diversification

EDC Economics: Connecting Canada to the world

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A world of opportunity: Navigating high-growth markets for Canadian exporters

Overcoming challenges when expanding into new markets

The path to success in global markets can be rocky. Exporters often face challenges in categories we call the 3 Rs: Relationships, requirements and resources.

EDC can help you navigate global business with our market intelligence, trade know-how and financial solutions.

Build relationships

Quickly grow your in-market presence. We’ll connect you to our powerful network of resources and partners, here and abroad, to help accelerate your business.

Understand requirements

Avoid costly surprises when expanding into new markets. Our export advisors can familiarize you with the relevant trade laws, regulations, taxes and customs in your target market.

Access resources

Power up your trade diversification plans. Our suite of financial solutions and market intelligence can help you access capital, reduce risk and explore global market entry strategies.

Market diversification resources from Canada’s trade team

Diversify your exports with Canada’s TCS

Looking to expand globally? Explore resources from the Trade Commissioner Service (TCS)

Visit TCS

CCC Global Bid Opportunity Finder

This online tool enables Canadian businesses to search for commercial opportunities with foreign governments.

Access the tool

ISED Accelerated Growth Service

Established Canadian businesses can get tailored advice on accessing the government support needed to grow and scale.

Visit ISED

Global business strategies in action

Clarius

Headquartered in Vancouver, the health-tech company sells innovative ultrasound tools in 58 countries, including key Indo-Pacific markets.

Read the story

Coulson Aviation

From humble roots, this family business has grown into a world leader in aerial firefighting, with clients in diverse global markets.

Read the story

Miovision

This Ontario cleantech company’s intelligent, pollution-reducing transportation solutions are used by 1,500 customers in more than 60 countries.

Read the story

Young Asian Businesswoman Drinking Coffee To Go While Holding A Laptop In Darling Harbor In Sydney In Australia

Turn market diversification into your competitive advantage

We’re here to help.
Call us at 1-800-229-0575
Or send us a question.

Contact EDC

Date modified: 2025-04-10

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Trade credit insurance

Featured

Insure your exports

Coulson Aviation’s growth

Guarantees

Featured

Trade Impact Program

Clarius grows globally

Export financing loans

Featured

Taste of Nature expands

Miovision’s sustainable path

Equity investments

Featured

GoBolt scales sustainably

Priority sectors

Cleantech leaders 2025

Business Connections Program

In the spotlight

Sector

By export stage

Featured

Strategic pricing for exporters

Global economic outlook

Market insights

Expert analysis

Digital tools

Content library

Our impact

Our commitments

Featured

Search

Search

Trade credit insurance

Featured

Insure your exports

Coulson Aviation’s growth

Guarantees

Featured

Trade Impact Program

Clarius grows globally

Export financing loans

Featured

Taste of Nature expands

Miovision’s sustainable path

Equity investments

Featured

GoBolt scales sustainably

Priority sectors

Cleantech leaders 2025

Business Connections Program

In the spotlight

Sector

By export stage

Featured

Strategic pricing for exporters

Global economic outlook

Market insights

Expert analysis

Digital tools

Content library

Our impact

Our commitments

Featured

Expand your global footprint, one step at a time

How market diversification strengthens your business

Increased sales

Greater stability

Enhanced competitiveness

Gain insights on the latest trade trends

Gain insights on the latest trade trends

Tell us about yourself:

Thank you! Your request has been submitted.

Find your next export market opportunity

Indo-Pacific

Europe and the United Kingdom

Worldwide

Key considerations for market diversification