Export Potential Map (EPM) - ITC


About the Export Potential Map

The Export Potential Map identifies products, markets and suppliers with (untapped) export potential as well as opportunities for export diversification for 226 countries and territories and 4,363 products.

Based on the ITC export potential and diversification assessment methodology, it evaluates export performance, the target market's demand and tariff conditions as well as bilateral links between the exporting country and target market to provide a unique ranking of untapped opportunities.

Why use this tool?

The Export Potential Map provides timely and practical information on products, markets, and suppliers with untapped potential, as well as prioritizing new sectors with favourable chances for success in export diversification.

It is detailed, robust and geared towards supporting sustainable development. It uses data based on the HS 6 level and employs a wide range of measures to enhance data quality. The Export Potential Map focuses beyond extractive industries, as well as environmentally damaging and hazardous products, to guide export development towards a less volatile and more environmentally conscious path. It also integrates information on land and resources available in countries to deliver targeted results.

Who can benefit?

Trade advisers can use the tool to provide detailed guidance to businesses on unexplored export opportunities.

Policymakers can consult this tool to gather information about their country’s export potential when prioritizing products and partner countries for national and regional export strategies, as well as for trade policy negotiations.

Private companies can employ the tool for a quick scan of attractive target markets for the products they produce and export.

What is measured?

The Export Potential Indicator identifies the potential export value for any exporter in a given product and target market based on an economic model that combines the exporter's supply with the target market's demand and market access conditions. For existing export products, supply is measured through historical information on export performance. Potential export values can be compared with actual export values to find exporters, products and markets with room for growth.

The Product Diversification Indicator estimates supply using the Product Space methodology which establishes links between products based on how frequently they coincide in countries' in export baskets. It assumes that products that are often exported together rely on similar capabilities for their production.  Supply is combined with the target market’s demand and market access conditions to ensure that feasible products for the exporter also have favourable chances of export success.