Though the eye of the Covid-19 hurricane has passed, the impact of the pandemic on the digital world continues to shape the new normal, which is expected to persist for the foreseeable future. Take e-commerce, for example, where sales skyrocketed up to fivefold in some major economies during the lockdowns. Even after the restrictions were lifted, it continues to grow by 9% in 2023 versus 4% for global retail1. On the other hand, the export sector faced different challenges. The Covid-19 outbreak hindered business travel, preventing companies from meeting their foreign clients and participating in international trade fairs, which remained closed for almost two years. Consequently, traditional export sales plummeted in nearly every country worldwide, leading businesses to seek digital alternatives that could operate during the lockdowns. During these challenging times, the most resilient companies implemented online sales systems, be it in the B2C or B2B sphere. This marked the dawn of a new era in export sales—the digital age.

So, what exactly is digital e-export? In essence, it refers to leveraging digital tools and channels to expand business operations in one or more foreign countries. These digital tools and channels encompass cross-border e-commerce and international marketplaces, search engines with SEO and SEA, social media with SMO and SMA, multilingual content for e-marketing and automation, and much more. If you’re unfamiliar with these digital terms, don’t worry. Detailed explanations will follow. Before we delve further into that, you need to understand the crucial distinctions between three types of CEOs. The first type is the local CEO, whose focus lies solely on developing his business within his own country. This isn’t necessarily a drawback, since local strategies can be highly effective, especially in markets that abound with business opportunities. The second type is the global/opportunistic CEO—a highly ambitious individual aiming to expand his business worldwide, primarily by seizing opportunities rather than implementing a sound export strategy. This type of CEO often neglects the commitment to cultivating brand awareness and long-term profitability in foreign markets, which is a frequent cause of failure. In contrast, we have the digital e-export CEO. CEOs of this type are fully aware of the resources they’ve invested in developing their domestic business and are equally willing to invest in new markets with the same approach to build the necessary brand awareness for long-term profitability abroad.