2024 export data of European SMBs: How digital marketing drives global growth

In 2024, European small and medium-sized businesses (SMBs) faced one of the most competitive yet opportunity-rich export environments in decades. Global trade patterns shifted, e-commerce platforms matured, and digital-first buyer behavior became the norm. In this context, digital marketing for SMB exports is not just an add-on, it’s the essential growth lever that helps companies win contracts, reach new markets, and build brand loyalty across borders.

This detailed report of export data of European SMBs examines official data from six European economies, Italy, Hungary, Germany, Austria, Portugal, and Greece, highlighting each country’s strongest export sectors. It also shows where digital marketing strategies can transform good export performance into exceptional, sustained growth.

Why Digital Marketing Is a Game-Changer for SMB Exports

Before diving into the country-by-country breakdown, it’s important to understand why digital marketing for SMB exports has such a high ROI:

• B2B Buyers Are Online FirstWhether it’s a German distributor seeking Italian specialty foods or a Portuguese machinery buyer in the Netherlands, most initial research happens via search engines and LinkedIn.

• Cross-Border Brand BuildingSMBs can now create a pan-European brand presence without the cost of multiple physical offices.

• Precision TargetingPaid search, social ads, and remarketing allow exporters to target decision-makers in specific sectors and countries.

• Content as a Sales ToolEducational blogs, sector case studies, and localized landing pages warm leads before a sales call.

Now, let’s see how the 2024 numbers look and where these strategies could apply.

Italy: The Powerhouse of Food & Beverage, Fashion, and Manufacturing

Exports Overview (2024)

• Total exports to Germany: €70 billion

• Estimated SME share: ~€35–38 billion

• F&B exports to Germany: €10.6 billion (approx. €5 billion from SMEs)

• F&B exports to Europe overall: €40 billion (approx. €20 billion from SMEs)

Italy remains an export icon in Europe, with SMEs dominating the Food & Beverage, fashion & textiles, and specialized manufacturing segments. The agri-food sector, from Parma ham to Prosecco, is highly fragmented, meaning small producers collectively account for massive value.

Digital Marketing Playbook for Italian SMBs:

• E-commerce IntegrationLinking Shopify or WooCommerce stores with EU-wide logistics providers.

• Multilingual SEOGerman, French, and Spanish landing pages for flagship products.

• Brand StorytellingVideos highlighting artisanal methods and regional heritage to justify premium pricing.

• Marketplace StrategyTargeting B2B food platforms and industry-specific marketplaces like RangeMe or Emerge.

Hungary: Manufacturing Strength Meets F&B Potential

Exports Overview (2024)

• Total exports: ~€155 billion

• Exports to Europe: ~€130–135 billion

• SME share: 29% (€35–40 billion)

• F&B exports: ~€3.4 billion, with SMEs contributing ~€1.5–2 billion

Hungary’s export profile is dominated by automotive parts, electronics, and industrial manufacturing, sectors where large multinational plants overshadow smaller firms. However, the F&B niche, think paprika-based products, wines like Tokaji, and specialty meats, offers strong growth potential for SMEs.

Digital Marketing Playbook for Hungarian SMBs:

• LinkedIn Lead Generation for manufacturing suppliers targeting Western European OEMs.

• Sector-Specific Webinars to position SMEs as agile, specialized partners.

• Product Data Optimization for marketplaces like EUROPAGES and Wer Liefert Was (WLW).

• Food Brand Localization for gourmet shops in Austria and Germany.

Germany: The SME Challenge in a Global Export Giant

Exports Overview (2024)

• Total exports: €1.555 trillion

• To Europe: ~€1.03 trillion

• SME share: 25% (~€250–260 billion)

• F&B exports within EU: €64 billion, ~€25 billion from SMEs

Germany is the EU’s top exporter, yet its SME export share is relatively small compared to the total. However, the famed Mittelstand, specialized, often family-owned SMEs, excel in high-precision manufacturing, chemicals, and food processing.

Digital Marketing Playbook for German SMEs:

• Thought Leadership Content in engineering, sustainability, and quality assurance.

• B2B Marketplace Expansion on industry-specific platforms like Kompass and DirectIndustry.

• SEO for Technical Products with specifications in multiple languages.

• Video Case Studies to showcase successful cross-border partnerships.

Austria: High-Quality Mittelstand Exports

Exports Overview (2024)

• Total exports: €191 billion

• 78% to Europe (€128.1 billion to EU)

• Estimated SME share: 50% (€60+ billion)

• F&B exports to Europe: ~€10 billion, mostly SME-driven

Austria’s economy is built on medium-sized, high-quality exporters in sectors like machinery, precision tools, and specialty foods. Alpine water, organic dairy, and premium pastries all find ready markets in neighboring countries.

Digital Marketing Playbook for Austrian SMEs:

• Brand Positioning as Premium via lifestyle branding and influencer collaborations.

• Localized E-mail Marketing campaigns for repeat wholesale buyers.

• Sustainability Certifications showcased on product pages for eco-conscious buyers.

• Virtual Trade Show Participation with follow-up retargeting ads.

Portugal: Diverse Export Mix with Strong Lifestyle Branding

Exports Overview (2024)

• Total exports: €79.3 billion

• 79% to Europe (~€62 billion)

• Estimated SME share: 50% (€30 billion)

• F&B exports: €7–8 billion, €4–6 billion from SMEs

Portugal blends traditional F&B (wine, olive oil, fish) with textiles, footwear, and cork products. These sectors are rich in brand storytelling opportunities, making digital marketing for SMB exports a perfect fit.

Digital Marketing Playbook for Portuguese SMEs:

• Instagram & TikTok Campaigns for lifestyle and fashion exports.

• Cross-Border E-commerce Optimization for premium wines and olive oils.

• Pinterest SEO for home décor and cork-based products.

• Story-Driven Email Automation sharing origin stories of vineyards or family businesses.

Greece: Tradition and Taste on the World Stage

Exports Overview (2024)

• Total exports: €49.9 billion

• 55% to EU (~€27.4 billion)

• Estimated SME share: over 50% (~€15–20 billion)

• F&B exports: €8.2 billion, €5–6 billion from SMEs

Greece’s export identity is intertwined with its Mediterranean diet staples, olive oil, feta cheese, honey, and seafood. The sector is deeply SME-driven, making digital tools a cost-effective way to expand reach.

Digital Marketing Playbook for Greek SMEs:

• Origin-Based Marketing highlighting PDO/PGI certifications.

• YouTube Recipe Collaborations with European chefs.

• Amazon EU Brand Storefronts for packaged goods.

• Micro-Influencer Partnerships in health and wellness niches.

Cross-Country Insights: What Works Best Export data of European SMBs

The data shows that while each country has unique sector strengths, some digital marketing tactics work universally for SMB exporters:

1. Multilingual SEOSearch visibility in target markets drives organic leads without ongoing ad spend.

2. Marketplace OptimizationEU-focused platforms can open doors for wholesale orders.

3. Video Content MarketingProduct demos, behind-the-scenes tours, and customer testimonials humanize brands.

4. Email Nurture SequencesConsistent, localized outreach converts leads to long-term buyers.

Case Example: From Local Producer to EU-Wide Brand

A small Greek olive oil producer applied these strategies in 2024:

• Launched a German-language Shopify store.

• Created YouTube videos with recipe pairings.

• Ran Facebook and Instagram ads targeting gourmet food lovers in Germany and Austria. Result: A 65% increase in cross-border sales within 12 months.

This transformation wasn’t about having the lowest prices, it was about digital marketing for SMB exports creating visibility and trust.

How Agencies Like NewLeadin Can Help

For SMBs, executing these strategies while managing production and logistics can be overwhelming. That’s where specialized agencies come in.

NewLeadin, focusing on digital marketing for SMB exports, can:

• Audit and optimize your online presence for target markets.

• Localize your brand story for each audience.

• Build targeted lead funnels for B2B and B2C exports.

• Track ROI from campaign to contract.

By aligning export data with digital tactics, agencies ensure SMBs are competing not just locally, but in every market where their products can shine.