On 26 March 2026, DG Trade organized the webinar EU-Canada CETA SME Roundtable. In the current turbulent context marked by deteriorating EU-US relations, DG TRADE highlighted the opportunities offered by the CETA free trade agreement for European SMEs seeking to expand into new markets.

About CETA

The Comprehensive Economic and Trade Agreement (CETA) between the European Union and Canada has been provisionally applied since 2017, leading to a 60% increase in bilateral trade and making Canada the EU’s 11th largest export market. Beyond a free trade agreement, CETA represents a strategic partnership based on shared trade values and regulatory standards. In the current geopolitical context, it is seen as a key tool for European SMEs seeking to diversify exports, particularly towards North America.

Testimonials from European SMEs establishing themselves in Canada

The webinar provided an opportunity for several European SMEs from sectors such as industry, architecture and construction, and cybersecurity to share their experience of establishing themselves on the Canadian market. All speakers highlighted a number of challenges associated with market entry, including geographical distance, logistical complexity, exchange rate fluctuations, strong local competition, and competition with the United States. At the same time, they identified several facilitating factors, such as the presence of only two official languages, a familiar legal framework, a stable geopolitical environment, and a strong culture of partnerships and professional networking.

Among the testimonials, particular attention was given to the presentation of the Swedish firm White Arkitekter, which has been active in Canada for around ten years and is strongly engaged in timber construction projects in Europe and overseas. The company emphasized not only the advantages of operating in a country with extensive forest resources, but also the shared culture of timber construction between Sweden and Canada. They also highlighted the significant knowledge transfers enabled by their presence in Canada, which continue to benefit timber construction expertise.

Further Support and Key Contacts

The webinar presented an overview of the key institutions and support mechanisms available to help European SMEs successfully establish themselves in Canada.

• DG Trade – Factsheets on CETA, information on custom duties, testimonials, events, … Available on both DG Trade and Access2Markets websites.
  • A two-pager documenting all the tools made available by DG Trade of the European Commission for companies wishing to export to Canada should be available in the days following the webinar.
• EU-funded initiatives – Sector-specific partnerships
  • Among those, the Low Carbon Business Action Canada supports collaboration between Canadian and European companies on low‑carbon solutions, expanding the reach of European green technologies and generating opportunities such as Alternatives to Plastic Packaging and low-carbon and affordable response to Canadian Housing crisis.
• Enterprise Europe Network in Canada – Provides market insights, business partnering, and market entry support
• Canadian Trade Commissioner Service – Market insights, partner connections, and on-the-ground support through Canadian offices abroad.
• Delegation of the European Union (EU) to Canada and EU Member State embassies in Canada – European Chambers of Commerce (EU, German, French, Italian, Spanish, Dutch, Belgian) – Networking, market insights, and local business connections
• Canadian investment agencies (Invest Canada, Invest Alberta, Invest Ontario, Invest BC) – Advisory and market-entry support

• Customs Services Support – Expertise on customs procedures, trade facilitation and logistics services