The New Ambassadors of Free Trade are Viral Online Influencers
The following post appears as published by the The Association of Women in International Trade (WIIT) in its Spring 2026 Communiqué.
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Last July, online influencer Cat Goetze went viral with a landline phone product, capturing 1,000 pre-orders within 72 hours. While most small businesses dream of such a moment, anyone working with international supply chains and trade compliance understands both the opportunities and challenges that going viral presents. Physical Phones went prototype to manufacturing abroad to product delivery within 6 months – all while customers followed the journey online.
The trade barriers new U.S. importers and exporters face are the same as those confronting more established businesses, but recent trade uncertainty has raised the bar for market entry. Increased customs procedure complexity and a lack of transparency are making it more difficult to ensure informed compliance. Compounded with cuts to federal government services focused on Micro, Small and Medium Enterprises (MSMEs) training, there is a real threat for new U.S. importers and exporters going viral and then reaping legal repercussions as U.S. Customs and Border Protection increases enforcement actions.
In contrast, the recent implementation of the European Union – Singapore Digital Trade Agreement (DTA) acknowledges the speed and opportunity the digital economy presents. The DTA highlights the fundamental role MSMEs play in the expanding digital economy and the need for training to improve MSMEs’ capabilities. Both parties have agreed to cooperate on addressing trade barriers, increasing MSMEs’ market reach, and enhancing MSMEs’ ability to access platforms linking them with international suppliers, buyers, and other potential business partners.
An entire cohort of MSMEs, who embody the American entrepreneurial spirit, are showing online how difficult it is to navigate the current trade environment. Now is the time to improve these MSMEs’ capabilities – not drive them away from the digital economy or from participating in trade.
