Canadian Exporters Pivot to New Markets Amid U.S. Trade Uncertainty
Event summary
- 72% of Canadian exporters plan to enter new markets over the next two years, up from 65% five months prior.
- Exporters with globally integrated business models report higher trade confidence (72.7 TCI score) compared to U.S.-only focused exporters (69.5).
- 55% of exporters expect domestic sales to increase over the next six months, up from 48% at year-end 2025.
- 34% of exporters are currently investing outside Canada, up from 29% at year-end 2025.
The big picture
Canadian exporters are adapting to a new reality of persistent trade uncertainty by diversifying their markets and strengthening domestic operations. The shift towards globally integrated business models reflects a broader trend of resilience-building in the face of geopolitical and economic volatility. With the U.S. remaining the dominant export market, the strategic pivot to Europe and Asia-Pacific could unlock new growth opportunities while mitigating risks associated with over-reliance on a single market.
What we're watching
- Market Diversification
- How the shift towards Europe (31%) and Asia-Pacific (20%) will impact Canadian exporters' revenue streams and risk exposure.
- Domestic Strength
- Whether increased domestic sales and productivity investments will sustain long-term growth for Canadian exporters.
- U.S. Trade Relations
- The pace at which Canadian exporters can rebalance their exposure to the U.S. market amid weaker demand and potential tariffs.