Over-reliance on a single export market in 2026 presents critical dangers, as the global trade landscape is increasingly defined by fragmentation, rising protectionism and slower economic growth. Between 2020 and 2026, around 18 000 new discriminatory trade measures have been introduced. Technical regulations now affect roughly two-thirds of global trade, raising compliance costs, especially for smaller exporters, according to the United Nations Conference on Trade and Development (Unctad) January 2026 global trade update. Nearly two-thirds of global trade takes place within value chains that are being reshaped by geopolitical tensions, industrial policy and new technologies. Firms are diversifying suppliers and relocating production closer to key markets to reduce risk, according to Unctad. “Environmental, social and security-driven rules will expand further in 2026. Flexible global rules and targeted assistance will be key to ensuring inclusive trade,” the authors add. “The old adage ‘don’t put your eggs in one basket’ remains sound business advice, especially when it comes to exports,” Exporters Eastern Cape chair Quintin Levy told Freight News. “Where it is feasible for businesses to do so, it is always a good idea to build a diverse customer base. “Take our members in the automotive industry as an example: even those not affected by current tariff woes face the impending shift to electric vehicles and the ban on internal combustion engine (ICE) vehicles in the EU,” he said. The organisation’s advice is to look to the countries to the north. “Africa is touted as the ‘next frontier’ for a reason. It is a largely untapped region which offers new opportunities to expand market presence,” he said. “In the fast-paced world of business, diversification is more than just a buzzword; it’s a survival strategy,” advises Andrew Portmann, managing partner of Alpha BPO. ER
