In 2025, opening up internationally is no longer reserved for large companies or foreign trade experts: it has become a strategic choice for all those who wish to develop their activity or simply discover new markets. According to Team France Export, nearly one in three companies now plans to cross borders. But behind this promising figure lies a more complex reality. In a world shaken by geopolitical tensions and constantly changing rules, setting up abroad requires preparation, lucidity and agility.
A changing world
Since the pandemic, global trade has been profoundly transformed. Value chains are being relocated, protectionism is increasing, and environmental standards are imposing new rules that not all countries are adopting at the same pace. The OECD indicates that world trade fell by 2.4% in 2024, and that foreign investments are concentrated in areas deemed “safe”: Europe, United States, South-East Asia.
In this context, each market must be chosen carefully and thoughtfully.
Destinations that attract
Certain regions remain particularly attractive:
- French-speaking Africa : a growing active population and an expanding middle class create new consumption opportunities.
- Southeast Asia : Vietnam, Malaysia… relative political stability and still competitive costs appeal to entrepreneurs.
- Central Europe : Poland, Czech Republic… proximity, solid infrastructure and integration into the single market reassure those who wish to develop.
But be careful: following the fashion of a promising market is not enough. The key lies in realistic and thorough analysis.
Understanding the terrain, a decisive factor
Digital facilitates access to markets, but it never replaces field experience. Each country has its codes: negotiation, customer relations, local hierarchy… Those who succeed take the time to observe and respect them.
Many systems can help: Team France Export supports thousands of companies each year, Bpifrance Export finances international projects, and French Chambers of Commerce are present in more than 90 countries. A Bpifrance–Business France study at the start of 2025 shows that well-prepared companies have a 60% greater chance of success.
Digital, the first gateway
Before setting up physically, many test the market using e-export. International marketplaces, online campaigns, social networks… it is possible to prospect abroad without leaving your office.
Nearly half of French companies already sell online abroad, according to Fevad. But even online, languages, local standards, cybersecurity and consumer habits remain challenges to overcome.
Obstacles to anticipate
Establishing yourself internationally is never easy. Three major obstacles stand out:
- Financing, cited by almost one in two managers.
- Team management, particularly to recruit people who know the target market.
- The administrative and customs complexity, which still slows down many projects.
To help, Bpifrance and the European Investment Bank have created a fund of 500 million euros, mainly targeting digital technology, health and energy. The lack of bilingual or specialized profiles in international law also encourages you to train your teams or be supported by experts.
A deeply human adventure
Beyond figures and strategies, succeeding internationally remains a matter of meeting people, listening and observing. Adapting, adjusting your approach and building human connections often makes the difference between a project that stagnates and one that succeeds.
Leave methodically
Establishing yourself abroad is no longer a leap into the void. It means rethinking your activity, discovering other markets and strengthening your resilience. In a world that is both hyperconnected and fragmented, success is less about speed and more about preparation. International travel becomes a real long-term bet, accessible to all those who prepare for it.
