By: Greg Hewitt, CEO of DHL Express U.S.
As the new year approaches, many small business owners and managers are asking themselves some familiar questions about the future. Chief among them is this: How can we ensure financial stability while targeting growth in the months ahead? In other words, how can we protect current revenue streams, but also invest for bigger things down the road?
The fact is, the turning of the calendar is a natural time to revisit business plans, reconsider strategies and implement new initiatives. Even for small retailers, who are understandably preoccupied with holiday sales and fulfillment, planning for 2025 is still top of mind.
So what’s the answer to the big question of stability and growth next year? It will of course depend on the specific business circumstances facing individual organizations, but there is one area of opportunity that remains vast—and still greatly untapped—for many companies: international trade.
Today, the number of U.S. small businesses that export goods across borders is growing fast, but the data makes it clear that many companies have yet to take the global leap. According to the U.S. Small Business Administration (SBA), approximately 42% of more than 2.6 million American small businesses export. And many of those companies that already have an international trade strategy have limited target markets.
At the same time, e-commerce, advances in logistics and online marketing tactics have made it easier than ever for companies to find new and quickly reach new audiences abroad.
So why should your small company consider initiating or expanding global trade efforts? Here are three good reasons to make 2025 the year of international trade.
1. International Markets Allow Your Small Businesses To Quickly Diversify Revenue Streams And Enlarge Your Customer Base
For small businesses that expand beyond their original domestic markets, geographic diversification helps mitigate risks during times of local economic decline while also presenting new growth opportunities. Emerging markets, in particular, present critical pathways to reach consumers where demand is just beginning to steeply rise.
Entering new international markets can also drive your company to compete and innovate in new ways. It can push you to improve product quality, operational efficiency and customer service standards. Think of it this way: The processes you put in place to communicate with and serve buyers in cross-border markets will also help you better serve your existing domestic customers.
2. Shipping And Logistics Advances Are Delivering Results Across Borders
For many small business owners, the complexity of trade rules and regulations, which vary by country and are subject to frequent change, can seem overwhelming. The first barrier to trade, as a result, is often one of perception, leading many entrepreneurs to delay international strategies for fear that compliance with tax and customs rules will be too expensive and time-consuming. For some, this barrier of perception has been amplified by recent discussions in the U.S. of possible new tariffs for imports and potential retaliatory tariffs from other countries.
The fact is, however, that there are multiple resources available, including advanced digital tools, to help small businesses navigate the road to compliance quickly. The SBA offers assistance through their local U.S. Export Assistance Centers and Export Finance Managers. The U.S. International Trade Administration (ITA) also offers a wealth of resources, including access to Small Business Counselors, research data and compliance information.
Finally, shipping and logistics providers offer expert guidance and information. They can streamline the actual process of scheduling and delivering goods across borders. Digital tracking tools, smart warehousing, more robust transportation alternatives, the widespread adoption of express delivery options and the implementation of sustainable solutions are all part of the equation.
3. E-Commerce Continues To Grow, And It’s The Key To Global Success
Since 2014, e-commerce sales have grown dramatically—from about $1.3 trillion to $4.4 trillion in 2023. According to Forrester, “20% of global retail sales are now online,” and digital sales will continue to increase dramatically, reaching a potential $6.8 trillion by 2028. Those are big numbers, of course, but what they mean is fairly straightforward. Around the globe, more buyers will continue to move online, expanding opportunities for sellers that aim to reach customers anywhere in the world.
For small businesses in the U.S., e-commerce is already a critical part of overall sales strategies. Estimates vary but generally suggest that about 80% of small businesses have some kind of e-commerce strategy. Even “Main Street” brick-and-mortar companies are selling online—with perhaps more than 50% of their sales arriving through digital channels. The leap from domestic to international sales via e-commerce is shorter than the distance between borders might suggest. In other words, with digital tools in place, small businesses are already well-prepared for international trade.
Make 2025 The Year Your Business Goes Global
Expanding into international trade isn’t just for large corporations—it’s an increasingly accessible and strategic move for small and medium-sized businesses looking to diversify, innovate and grow. International trade could be the game changer that propels your business to new heights.
As you finalize your plans for 2025, consider the immense potential of reaching new customers, strengthening your revenue streams and positioning your brand on a global stage. With the right resources, logistics partners and e-commerce strategy, your small business will have all the tools to seize the opportunity. Make 2025 the year your small business embraces the world.
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