Exporting Amid Disruption: Turning Chaos into Competitive Advantage

Opinion: Global trade isn’t what it used to be, and maybe that’s not a bad thing

The past few years have shown just how fragile international supply chains can be. From pandemic shutdowns to blocked canals, climate events, and now seismic shifts in trade policy, exporters are no longer dealing with occasional turbulence. Disruption is the new status quo.

For many, this has meant delays, cost blowouts and sleepless nights. But for others, it’s unlocked something more powerful: clarity. The kind of clarity that forces innovation, demands agility and ultimately sets the stage for long-term competitiveness.

The question exporters now face isn’t “When will things return to normal?” It’s
"What does success look like in a world that won’t stop changing?”

Exporting in 2025: Agility is the New Efficiency

Old models of efficiency assumed predictability. You could optimise for the cheapest route, the fastest delivery or the most familiar partner. But today’s environment is different. Predictability has been replaced by pressure, and exporters must design operations that can flex, shift and scale under real-time demands. Whether it’s dealing with the implications of new US tariffs, pivoting sourcing strategies or navigating an increasingly complex compliance landscape, the winners are those who treat chaos as part of the plan.

Don't Wait for Stability

There’s a tendency in uncertain times to hold back, to pause until things “settle down.” But waiting for calm is no longer a viable strategy in international trade. Instead, the best exporters are those who act amid uncertainty, who build for resilience and position themselves to move when others hesitate. That means rethinking not just supply chains, but the mindset. It’s about shifting from reactive to proactive, from firefighting disruptions to designing systems and strategies that expect them. Exporters who invest in visibility, diversify their markets and build strong local and international relationships are better positioned to adapt quickly, make informed decisions and spot opportunities others miss.

Exporting in 2025 and beyond won’t be about avoiding disruption, it will be about outpacing it. The businesses that thrive won’t wait for certainty; they’ll invest in capability, act with clarity and adapt with confidence. That’s not just survival, that’s strategy.

Cheers,
Dan
Business Advisor, Global Trade
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Coming Soon... If you want to join this conversation and hear more from industry leaders, join our upcoming Export Breakfast: Capitalising on Chaos, on Thursday 5 June. It’s a practical, forward-focused event featuring speakers who are actively navigating global disruption and succeeding. You’ll hear from leaders in logistics, trade policy, and real-world exporting, including voices from Kuehne+Nagel, the University of Canterbury, and Hamilton Jet, all sharing insights on how to adapt, stay competitive, and turn uncertainty into advantage.