Canada Wants to Diversify Trade. Are Businesses Ready to Compete?

Canada’s trade diversification is gaining momentum as the country looks to strengthen economic relationships beyond the United States.

According to new national research commissioned by Apertera and conducted by Angus Reid Group, 85% of Canadians believe building a stronger trade and economic relationship with the European Union is important. Support for diversification extends beyond Europe, with 70% wanting Canada to increase its trade focus on Latin America and the Caribbean and 58% on East and Southeast Asia.

But while trade agreements can open doors to new markets, they don’t necessarily prepare businesses to compete in them.

The distinction between market access and market readiness is becoming increasingly important. Entering unfamiliar markets requires more than identifying new customers. Businesses must navigate local regulations, understand cultural expectations and communicate effectively across languages.

So what do Canadians see as the biggest challenges to international expansion, and where should businesses invest to overcome them?

Why Market Readiness Matters

Half of Canadians surveyed (50%) identify understanding foreign laws, regulations and compliance obligations as a major challenge for businesses expanding internationally. It’s a concern that goes well beyond paperwork.

A company entering a new market may need to adapt contracts, financial disclosures, product documentation and customer communications to meet local requirements. Even when the underlying information remains the same, differences in terminology, legal frameworks and business practices can create risks that aren’t immediately obvious.

While technology can make multilingual communication faster and more scalable, speed alone doesn’t resolve these challenges. Specialized professional expertise remains important when accuracy, context and regulatory requirements are at stake.

Preparing for international expansion should begin well before a business signs its first contract or establishes its first customer relationship. Building market knowledge and structured multilingual workflows early can help organizations maintain accuracy and consistency as they expand across jurisdictions.

As Canada’s trade relationships evolve, businesses that prepare for the complexities of operating across borders will be better positioned to capitalize on new opportunities.

Is Canada Ready to Compete Globally?

Explore what 1,510 Canadians think about trade diversification, the challenges of international expansion and the capabilities businesses need to succeed.

Beyond Trade Agreements: Is Canada Ready to Compete Globally?

Frequently Asked Questions
1. What is driving Canada’s trade diversification?

Canada’s trade diversification efforts reflect a desire to strengthen economic relationships beyond the United States. New research commissioned by Apertera and conducted by Angus Reid Group found that 85% of Canadians consider stronger Canada-EU trade ties important, while substantial majorities support increased trade engagement with Latin America and the Caribbean (70%) and East and Southeast Asia (58%).

2. What are the biggest barriers to international expansion for Canadian businesses?

According to the Apertera and Angus Reid Group survey, Canadians identify tariffs, customs and border requirements (54%), foreign laws and regulatory compliance (50%), and finding reliable local partners (44%) as leading perceived barriers to international expansion.

3. How can Canadian businesses prepare for international expansion?

Businesses can strengthen their international market readiness by understanding local regulations, customer expectations and cultural differences before entering new markets. Investing in professional expertise, accurate localization and structured multilingual workflows can help organizations maintain consistency and navigate complex requirements across jurisdictions.