RD/COMTD/AFT/2* 
7 November 2023  
 Page: 1/6 
Committee on Trade and Development (Aid for 
Trade)  Original: English  
 
  
UNOFFICIAL ROOM DOCUMENT1 
STATEMENT BY THE INTERNATIONAL TRADE CENTRE (ITC) FOR THE COMMITTEE ON TRADE 
AND DEVELOPMENT (CTD)  – 59TH SESSION ON AID FOR TRADE  
14 November 2023  
 
 
Comité du commerce et du développement (Aide pour le commerce)  
 
DOCUMENT DE S ÉANCE NON OFFICIEL1 
STATEMENT BY THE INTERNATIONAL TRADE CENTRE (ITC) FOR THE COMMITTEE ON TRADE 
AND DEVELOPMENT (CTD)  – 59TH SESSION ON AID FOR TRADE  
14 November 2023  
 
 
Comité de Comercio y Desarrollo (Ayuda para el Comercio)  
 
DOCUMENTO DE SALA NO OF ICIAL1 
STATEMENT BY THE INTERNATIONAL TRADE CENTRE (ITC) FOR THE COMMITTEE ON TRADE 
AND DEVELOPMENT (CTD)  – 59TH SESSION ON AID FOR TRADE  
14 November 2023  
_______________  
  
 
* In Original language only/En langue originale seulement/En el idioma original solamente.  
1 Documents issued in the RD series are not official WTO documents. They usually appear in their 
language of submission and will not be translated systematically into the working languages of the WTO. They 
are intended for use in WTO meeting roo ms and are attributed an unofficial symbol for archiving purposes only.  
Les documents de la série RD ne sont pas des documents officiels de l 'OMC. Ils ne paraissent 
généralement que dans la langue dans laquelle ils ont été communiqués et ne seront pas sys tématiquement 
traduits dans les langues de travail de l'OMC. Ils sont destinés aux salles de réunion de l'OMC et une cote non 
officielle leur est attribuée à des fins d'archivage.  
Los documentos de la serie RD no son documentos oficiales de la OMC. Por lo general se distribuyen en 
el idioma en que han sido presentados y no se traduce n sistemáticamente a los idiomas de trabajo de la 
Organización. Se distribuyen para su uso en las salas de reunión de la OMC y se les asigna una signatura no 
oficial a efectos d e archivo únicamente.  RD/COMTD/AFT/2  
 
- 2 - 
 
  STATEMENT OF THE INTERNATIONAL 
TRADE CENTRE (ITC) FOR THE  
COMMITTEE ON TRADE AND 
DEVELOPMENT (CTD)  
 
THE 59TH SESSION OF THE 
COMMITTEE ON TRADE AND 
DEVELOPMENT – AID FOR TRADE  
TUESDAY, 14 NOVEMBER 2023  
 
DELIVERED BY ZEYNEP OZGEN, SENIOR DONOR RELATIONS AND 
GOVERNANCE OFFICER, ITC  
  RD/COMTD/AFT/2  
 
- 3 - 
 
  SPEAKING POINTS - HOW ITC MARKET ANALYSIS TOOLS HELP 
FIRMS LEVERAGE NEW MARKET OPPORTUNITIES  
Thank you Chair, Ambassador SÁNCHEZ -FUNG.  
Distinguished delegates, Ladies and gentlemen.  
I have the pleasure to talk about an area of work that has been ITC’s bread  and butter for decades, 
continuously evolving to meet the needs of small businesses our suite of Market Analysis tools.  
Small businesses make up the lion’s share of firms across all economies. Yet their participation in 
trade remains limited — reaching aro und 19% across OECD economies.  
There is a gap. While small firms have great potential, they often lack the time, resources, and 
relevant market information to effectively expand their businesses in new markets.  
ITC's Market Analysis tools provide a wealt h of information which helps level the playing field when 
it comes to information asymmetries.  
- For example, if you are a Kenyan avocado entrepreneur that wants to evaluate the 
attractiveness of a market, you can compare the demand for avocados across mark ets and 
see which markets are growing the fastest using Trade Map. In addition, you can assess 
future prospects for the next 5 years using Export Potential Map.  
- Firms can also use the tools to shed light on business expenses, such as tariff costs and the 
obligatory non -tariff measures for their products in various potential markets using the 
Market Access Map.  
- For markets with which Kenya has preferential trade agreements, the Rules of Origin 
Facilitator lets businesses compare Rules of Origin from differ ent agreements, assisting them 
in selecting the most suitable option.  
- Market prices are also an important driver in export decisions. The Kenyan producer could 
compare the evolution of avocado prices across various markets using Market Price 
Information Po rtal. 
ITC’s Market Analysis Tools, some of which I have just given you a glimpse of, have served over 2 
million users across over 200 economies to help them make informed business decision and expand 
into new markets. They are used by many Fortune 500 comp anies to help inform their trade 
decisions.  
For reaching smaller firms, ITC has joined forces with WTO, UNCTAD, and 8 other international 
agencies to create a one -stop shop data platform designed to simplify market research - the Global 
Trade Helpdesk. It  consolidates data from the Market Analysis tools, along with data from ten partner 
agencies, into a single search. It equally assists companies in identifying new digital channels to 
support their e -commerce endeavours. The platform was recently recognize d by G20 members as 
an inclusive and veritable source of trade information for MSMEs. As part of the G20 declaration, 
ITC was tasked to upgrade the platform so that information is easy to access for businesses.  
ITC works closely with Ministries of Trade a nd Economy, as well as Trade Promotion organizations 
and other business support organizations to disseminate information about ITC’s Market Analysis 
tools. We encourage you to reach out to us in case you require further information.  
I now handover the flo or to my colleague Sylvain Perillat who will provide a deep dive to our Export 
Potential Map which answers two of the most fundamental questions a business will want to know 
with regards to trade, which products have the greatest potential, and which marke ts hold the 
greatest promise for additional export growth.  
Thank You Chair.  
_______________  RD/COMTD/AFT/2  
 
- 4 - 
 
   
 
 
 
 
 
 
 
RD/COMTD/AFT/2  
 
- 5 - 
 
   
 
 
 
 
RD/COMTD/AFT/2  
 
- 6 - 
 
   
__________