Helping SMEs Succeed in Digital Trade: Lessons from European & ASEAN Trade Promotion Organisations


UN International Trade Centre

Session 368

Tuesday, 7 July 2026 14:00–14:45 (UTC+02:00) Physical (on-site) and Virtual (remote) participation Room E, ITU Varembé Building Interactive Session
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Physical (on-site) and Virtual (remote) participation


The session will examine how trade promotion organisations integrate digital innovation to rethink their organisational setup and their service portfolios to support SME participation in global trade. 


Conducted in cooperation with Trade Promotion Europe (TPE), the pan-European association of Trade Promotion Organisations (TPOs), the session analyses practical programmes implemented by European and ASEAN TPOs that help SMEs access international online marketplaces, develop e-commerce export capabilities, and address regulatory, logistical, and payment-related barriers to digital trade. 

The session builds on research undertaken by TPE and ITC to identify operational models and service delivery mechanisms that enable SMEs, particularly smaller firms with limited digital capacity, to participate more effectively in global digital markets with the support of TPOs. 

 

This session is co-organised with the kind support of the Kingdom of the Netherlands. 

Panellists
Ms. Maria Katrina D. Rivera
Ms. Maria Katrina D. Rivera Assistant Director The Department of Trade and Industry, Export Marketing Bureau, The Republic of the Philippines Remote Panellist

Atty. Maria Katrina D. Rivera is the Assistant Director of the Department of Trade and Industry - Export Marketing Bureau (DTI-EMB), bringing with her extensive experience in policy , international trade law, international relations, and intellectual property.
Before joining the DTI-EMB, Atty. Rivera served as the Division Chief of the Policy Research and International Affairs Division of the Intellectual Property Office of the Philippines (IPOPHL). In this role, she led the Office’s international engagements at multilateral, regional, and bilateral levels, playing a key role in free trade agreement (FTA) negotiations and shaping IPOPHL’s stance on legislative measures affecting the country’s intellectual property framework.
Prior to her tenure at IPOPHL, she was the Assistant Division Chief of the International Relations Division at the DTI-Board of Investments, where she gained extensive experience in policy development and international trade relations. Her work contributed to strengthening the Philippines’ trade and investment landscape through strategic international engagements and initiatives.
Atty. Rivera holds a Bachelor of Laws degree from the Arellano University School of Law and a Bachelor’s degree in Political Science from the University of the Philippines Manila. In 2022, she earned a Master's degree in Intellectual Property and New Technologies from Jagiellonian University in Kraków, Poland, expanding her knowledge of trade and intellectual property.


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Birame N. Sock Founder & CEO Kwely Group, United States / Senegal

Birame N. Sock is a tech entrepreneur with over 20 years of experience building digital platforms across the United States and Africa, including two successful exits. Among her earlier ventures was a music recognition application mostly known today as Shazam, reflecting a track record of early-stage innovation at the frontier of consumer technology.

She is the founder and CEO of Kwely Group, a digital distribution platform headquartered in Senegal and the US that connects Made-in-Africa consumer goods to global markets. Kwely works at the intersection of digital trade, market access, and African economic development — bridging the gap between African producers and international buyers through technology and services.

Birame has served on multiple boards and advisory councils across the technology, trade, and entrepreneurship ecosystem as well as supporting entrepreneurs in Africa through the ITC. A 2010 Cartier Women’s Initiative fellow, she has contributed to global conversations on digital trade and women’s entrepreneurship through platforms including UNCTAD’s eTrade for Women and African Business Heroes, and has appeared at major global forums including the World Economic Forum.


Dr. Joe Schembri
Dr. Joe Schembri Researcher, Trade Promotion Europe on the European TPO perspective University of Malta, Malta

Joe Schembri is a researcher and lecturer in International Management at the University of Malta, with a PhD from the Adam Smith Business School at the University of Glasgow. Following a 20-year career spanning advisory, change management, policy, and senior leadership roles, including within Malta’s trade promotion agency, he joined academia in 2020. His research on internationalization strategy, leadership, and export support is published in top journals, including the Journal of World Business and International Business Review. Presently, Joe is presently working on research projects on good practise export support systems, board leadership and the dynamics of the use of AI amongst University students.


Dr. Jesse Weltevreden
Dr. Jesse Weltevreden Professor Digital Commerce Amsterdam University of Applied Sciences, CEO RankmyAI Amsterdam University of Applied Sciences, the Netherlands

Dr. Jesse Weltevreden is CEO and co-founder of RankmyAI, an independent platform that maps the global AI ecosystem and maintains a database of more than 63,000 AI tools and companies worldwide. Through rankings, ecosystem maps, reports, and data analysis, RankmyAI provides insights into the development, adoption, and market dynamics of AI across industries and countries. His work focuses on developing data-driven insights that help businesses, organizations, researchers, investors, and policymakers make informed decisions about AI.

He is also Professor of Digital Commerce at the Amsterdam University of Applied Sciences, a member of the management team of the School of Marketing, and founder of the Centre for Marketing Innovation. His work focuses on applied research in AI, digital commerce, and sustainable marketing.

He is a frequent keynote speaker at national and international conferences and events, speaking on AI, e-commerce, digital innovation, and the digital transformation of business and society.

Website: https://www.rankmyai.com

LinkedIn: https://www.linkedin.com/in/jesseweltevreden/


Mr. Xavier Cornut
Mr. Xavier Cornut Conseiller Europe + CIS Switzerland Global Enterprise, Switzerland

Xavier Cornut is a Consultant Europe & CIS at Switzerland Global Enterprise (S-GE), where he advises Swiss companies on business opportunities, market developments, and economic trends across Europe and emerging economies. His work includes providing market intelligence, assessing geopolitical and economic risks, and supporting companies in navigating complex business environments.

He has developed particular expertise in Eastern Europe and the CIS region, including monitoring the economic impact of the war in Ukraine, sanctions regimes, supply chain disruptions, and reconstruction-related opportunities. He regularly advises Swiss businesses on market access, regulatory developments, and investment conditions in countries undergoing significant political and economic change.

In addition to his advisory role, he collaborates with government agencies, business associations, financial institutions, and international partners to strengthen Switzerland’s commercial ties abroad and support the international growth of Swiss companies.

He holds an Executive Master of Business Administration (EMBA) and has extensive experience in international trade, economic affairs, and cross-border business development.


Mr. Martin Labbé
Mr. Martin Labbé Senior Advisor, Institutions and Ecosystems (IE) International Trade Centre Moderator

Martin is a Senior Adviser at the International Trade Centre (ITC), providing advisory services to entrepreneurship & business support organizations, with a focus on digital transformation and and tech ecosystem development in emerging economies. He managed the $10 million NTF IV programme and subsequently led the $15 million NTF V programme (2021–2025), while overseeing a global tech sector portfolio supporting more than 300 start-ups and SMEs across 10+ countries. He also led the development of the ITC #FastTrackTech methodology and managed an international team of 11 experts. His previous experience spans outsourcing industry development in Bangladesh, Digital4Development initiatives in Africa and Central Asia, IT sector promotion in the UK, and SME export promotion in Kazakhstan. He holds an MA in International Business.


Topics
Artificial Intelligence Digital Economy Digital Inclusion Digital Transformation
WSIS Action Lines
  • AL C7 E–BUS logo C7. ICT applications: benefits in all aspects of life — E-business

The session directly contributes to the World Summit on the Information Society Action Line C7 e-Business by demonstrating how trade promotion organisations are enabling SMEs to participate in the digital economy through e-commerce, digital trade and technology-enabled business support.

Sustainable Development Goals
  • Goal 8 logo Goal 8: Promote inclusive and sustainable economic growth, employment and decent work for all
  • Goal 17 logo Goal 17: Revitalize the global partnership for sustainable development

The session contributes to United Nations SDG 8 by strengthening the capacity of SMEs to participate in digital trade and e-commerce, supporting inclusive economic growth, entrepreneurship, and job creation.

The session contributes to United Nations SDG 17 by promoting international cooperation and knowledge exchange between trade promotion organizations, institutions, and digital trade ecosystems across Europe and ASEAN.

GDC Objectives
  • Objective 1: Close all digital divides and accelerate progress across the Sustainable Development Goals
Links

https://www.itcbenchmarking.org

https://www.intracen.org