In 2025, the international market continues to shine in the eyes of many French leaders. Nearly one in three French SMEs are now considering going international, according to Team France Export. A promising figure, but which also reveals the complexity of the moment: expanding abroad is no longer an improvised adventure. It is a strategic choice that requires preparation, lucidity and a real ability to navigate uncertainty.
1/ A world where the rules have changed
Since the pandemic, international trade has transformed at great speed. Partial relocations shake up value chains. Protectionist policies tighten market access conditions. Environmental standards impose new standards that not all countries apply at the same pace.
According to the OECD, world trade fell by 2.4% in 2024, while foreign investments are now concentrated in areas deemed “safe”: Europe, United States, South-East Asia.
In short: going international, yes, but no destination can be improvised anymore.
2/ Areas that attract French SMEs
However, certain regions are doing well and are increasingly capturing the attention of French entrepreneurs.
- French-speaking Africa continues its dynamic. With a working population expected to increase by 30% by 2030 and a more consuming middle class, the market is becoming fertile ground for companies that know how to adapt locally.
- Southeast Asia, from Malaysia to Vietnam, remains supported by its relative political stability and by a qualified workforce, accessible at still competitive costs.
- Central Europe, from Poland to the Czech Republic, remains a reassuring choice for industry: proximity, solid infrastructure and integration into the single market.
But specialists repeat it: the choice of a country must result from a clear market analysis, not from a simple “good plan”.
3/ Understanding the terrain: the real decisive factor
Digitalization makes many things easier, but it does not replace meetings or knowledge of the field. In 2025, a successful implementation project always relies on a detailed understanding of local uses:
- negotiation,
- customer relations,
- time management,
- hierarchy… so many codes which vary from one country to another and which can make or break a partnership.
However, French companies are not leaving alone. They can rely on:
- Team France Export, which supports 30,000 companies in their international development each year;
- Bpifrance Export, which finances and supports managers abroad;
- French Chambers of Commerce internationally, present in more than 90 countries.
A Bpifrance–Business France study published in early 2025 summarizes the situation: truly prepared companies have a 60% greater chance of successful implementation.
4/ Digital, a new gateway to the world
Many SMEs no longer wait to open a branch to test a market. E-export, supported by the France 2030 plan, has grown by 18% per year since 2022.
International marketplaces, online campaigns, social networks: prospecting is becoming global without travel.
Nearly 45% of French exporting SMEs already sell online abroad, according to Fevad. But here again, the apparent ease does not exempt us from real work of adaptation: languages, data standards, cybersecurity requirements, consumption habits… Digital does not erase cultural borders.
5/ Obstacles that still hold back leaders
International conquest remains a journey strewn with pitfalls. A KPMG 2025 study identifies three major obstacles:
- Financing, for almost one in two managers.
- HR management, in particular the recruitment of talents with knowledge of foreign markets.
- The administrative and customs complexity, which continues to discourage many.
To respond, Bpifrance and the European Investment Bank have launched a 500 million euro fund dedicated to the international development of SMEs, particularly in digital technology, health and energy.
In terms of skills, there is still a lack of bilingual profiles or profiles specialized in international law. Many companies therefore choose to train their teams or use export consultants.
6/ A deeply human adventure
Behind the numbers, the international remains a matter of meetings.
Successful leaders are often those who take the time to listen, observe and adjust their strategy without arrogance.
Agility is not only played out in Excel tables: it also comes from the ability to create connections, to understand others, to immerse oneself in a new environment.
7/ Move forward, but methodically
In 2025, setting up abroad is no longer a leap into the void. It’s a way to rethink your business, learn from other markets and increase the resilience of your business.
The world has never been so connected…or so fragmented. And in this changing configuration, success has less to do with speed than with preparation.
Going international today means above all agreeing to build for the long term.
