Taking Your First Step in Exporting | World Trade Centre Winnipeg

November 26, 2025

Written by Yewande Olubowale, Trade Advisor, World Trade Centre Winnipeg

Thinking about selling beyond Canadian borders?

Whether you’re exploring international opportunities or you’ve received an unexpected inquiry from another country, exporting can be a great way to grow your business and it’s worth preparing for.

Here’s what you need to know to get started.

Why Exporting Matters

Exporting brings opportunities that go way beyond new customers. It can help you during slow seasons, reduce your dependence on the Canadian market alone, and can boost your income.

Recent government data shows that small and medium-sized businesses made up 38.2% of Canada’s total goods exports in 2023. For companies already exporting, international sales usually account for about 40% of their revenue.

Are You Ready?

Before jumping in, ask yourself some honest questions.

Can you handle bigger orders without letting down your current customers?
Will your product work in other countries, or do you need to make changes?
Can you respond to emails and calls from different time zones?

The World Trade Centre Winnipeg provides advisory services to help you assess your readiness.

Do Your Research

Good research isn’t just about whether people want what you’re selling. It’s about understanding how big the market is, what your competitors charge and offer, what rules and paperwork your product needs to follow, and how you’ll actually get your product to customers in that country.

We suggest that you start with countries where Canada has trade deals. Examples are the Canada-United States-Mexico Agreement (CUSMA) and the agreement with the European Union (CETA) which gives Canadian businesses better prices on tariffs, making it easier to compete.

Handle the Paperwork

Yes, there’s paperwork, but it gets easier with practice! You’ll typically need a commercial invoice, proof of where your product comes from (certificate of origin), shipping documents like bill of lading or airway bill, and sometimes special permits for controlled goods.

If you’re just starting out, consider working with a customs broker who can manage the paperwork on your behalf. There’s a fee for this service, but the convenience and expertise usually justify the expense.

Price It Right

Converting your price from Canadian dollars isn’t enough. You must also consider the added shipping costs, taxes, insurance, and adjust for changes in exchange rate. You also need to understand Incoterms, which are international rules about who is responsible for the contract of carriage.

Make sure your final price still leaves room for profit while competing with local options. Nobody said exporting was simple, but getting the pricing right from the start saves headaches later.

Manage Risks

International sales come with risks like non-payment, currency changes, and shipping problems. Export Development Canada offers export credit insurance to help manage these risks. Their programs are designed for Canadian businesses, so they understand what you’re dealing with.

Meet Potential Buyers Abroad

Trade shows are still among the most valuable opportunities for meeting buyers face-to-face and understanding what the market really looks like. You get to see your competition, talk directly with potential customers, and get a real feel for whether your product fits.

Don’t forget to ask around. Your contacts and organizations like World Trade Centre Winnipeg might have connections to share!

Start Small

Here’s the best advice we can give you: don’t try to tackle multiple countries or huge orders right away. Pick one market, find one customer, send one shipment. Learn from the experience, make improvements, and grow from there.

Your first export sale is a learning opportunity, not a make-or-break moment. Most successful exporters started exactly where you are now – curious, maybe a bit nervous, but willing to try!

Here at the World Trade Centre Winnipeg, we have the resources to help you get started. Reach out to our Trade Advisors today for support. We’re here to help Manitoba businesses succeed internationally.