Digital Trade
1,000 ASEAN entrepreneurs trained on digital exports, bridging crucial skills gaps
DEEP, a collaborative effort between the International Chamber of Commerce (ICC), Google, the International Trade Centre (ITC) and the World Intellectual Property Organization (WIPO), was designed to bridge the gap between the trade aspirations of local businesses and the digital skills required to realise them.
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One thousand entrepreneurs across the Association of Southeast Asian Nations (ASEAN) are now equipped with skills on market analysis and digital marketing, through the pilot Digital Export Enablement Programme (DEEP).
The milestone marks a step forward in empowering small- and medium-sized enterprises (SMEs) within the region to harness digital platforms for international trade.
John W.H. Denton AO , ICC Secretary-General, said:
“Small and medium-sized enterprises are the lifeblood of Southeast Asia’s economy, driving both employment and GDP growth. Through DEEP, we are proud to have empowered over 1,000 SMEs with digital tools and capabilities that will enable them to scale up and go global. We eagerly anticipate their active participation in regional and global markets.”
The DEEP curriculum covered a suite of tools, including ICC Incoterms® Rules, ITC’s Export Potential Map, Global Trade Helpdesk, and Google’s Market Finder. Participants developed skills in leveraging AI tools, such as Google Gemini, to enhance business competitiveness, and received training on digital audits and marketing plan development. They also gained insights into how to protect intellectual property and maintain brand identity in competitive markets – crucial aspects for businesses venturing online. As part of the programme, ITC’s ecomConnect programme provided support and networking opportunities, fostering a collaborative environment among digital entrepreneurs.
Nearly all (95%) of participating companies indicated they plan to make significant changes to their business operations based on the knowledge and insights they gained.
Crystal Lim, a business development manager at RW Nutriogreen of Malaysia, highlighted the practical benefits of the training, saving her company consultancy fees and directly enhancing its market engagement strategies:
“The most valuable skill that I learned was how to check for the right HS codes and utilize numerous digital tools that many are unaware of.”
By enhancing digital literacy across the region and equipping businesses with necessary tools to thrive in trade, the DEEP programme broadly supports digital inclusivity, ensuring that the benefits of global commerce extend to all sectors of society.
Karan Bhatia, Vice-President, Global Head, Government Affairs and Public Policy, Google, said:
“We’re proud to have partnered with ICC, ITC and WIPO to equip 1,000 Southeast Asian export SMEs with the digital tools and AI-powered solutions they need to thrive in the global marketplace. AI is levelling the playing field, allowing businesses of all sizes to unlock unprecedented growth and streamline operations. This is particularly significant in Southeast Asia, where AI adoption could fuel up to US$835 billion in economic gains by 2030 – that’s 28% of the region’s total growth potential. We’re excited to be at the forefront of this AI revolution, empowering SMEs to seize this massive opportunity and drive economic prosperity in the region.”
Pamela Coke-Hamilton, ITC Executive Director, said:
“Digital is the gamechanger in trade, and small businesses have the most to benefit from it. With our partners, we’re looking forward to seeing entrepreneurs across ASEAN use their newly acquired digital skills, tools and networks to reach new markets, so they can support their families and communities.”
