Export Potential Map

The Export Potential Map is a free, data-driven online tool developed by the International Trade Centre (ITC) that transforms complex economic analysis into actionable trade intelligence. Its core purpose is to help users—ranging from export promotion agencies and policymakers to small business owners and market researchers—identify concrete opportunities for expanding international trade. The platform applies the ITC export potential methodology, which combines historical trade flows, tariff data, macroeconomic indicators, and market access conditions to calculate the “export potential” between any two countries for a given product category. Users begin by selecting an exporting country and then explore three main analytical modules. The first, “Export Potential,” reveals products and markets where the selected country already has some export presence but is not yet fully exploiting its capacity. For each pair (country-product-market), the tool displays a potential value in US dollars, a gap between current exports and potential, and a difficulty index indicating how challenging it would be to realize that potential. Visualizations include bubble charts, treemaps, and trade flow maps that are fully interactive—users can filter by product sector (e.g., machinery, textiles, agriculture), by market region, or by specific tariff lines using the Harmonized System (HS) codes. The second module, “Product Diversification,” targets companies or countries looking to expand into completely new products—either for their existing markets or for new markets. The tool analyzes similarities between current export baskets and other product categories, using proximity scores derived from product-space theory. It then lists recommended new products that are adjacent to current strengths,