Global Reach: How Technology has Leveled the Business Playing Field

By Jenny Holly Hansen | WBN News | May 7, 2025

In the past, competing on a global stage required massive infrastructure, international partnerships, and deep pockets. Today, thanks to technology, a business based in a small Canadian town can sell to customers across the world as easily as it can to clients down the street. From e-commerce platforms to video conferencing tools, modern technology has eliminated many of the traditional barriers to entry — but with that accessibility comes an unprecedented level of competition.

The Rise of the Borderless Marketplace

Technology has transformed commerce into a truly global game. Platforms like Shopify, Amazon, Alibaba, and Etsy give small and medium-sized businesses instant access to international markets. Meanwhile, social media and search engines allow targeted marketing to audiences in virtually any country. A startup in Langley can now promote its services to consumers in Tokyo, Berlin, or São Paulo — often with nothing more than a laptop and a credit card.

This shift has opened up countless opportunities, especially for niche products or services that previously couldn’t reach enough customers locally. But it also means that businesses aren’t just competing with their local peers anymore — they’re up against global players who may offer similar services faster, cheaper, or with more aggressive digital marketing.

Technology Has Removed the Gatekeepers

In many industries, technology has removed the middlemen. Artists can sell their prints directly through Instagram, consultants can deliver services over Zoom, and manufacturers can offer products straight from their production floor to the end customer via e-commerce. Cloud software enables remote teams to collaborate across time zones, while payment gateways like Stripe and PayPal handle cross-border transactions with ease.

As a result, a small business with the right digital tools can look just as polished and professional as a multinational enterprise. Customer expectations have risen accordingly — clients expect seamless service, fast shipping, digital accessibility, and real-time communication, regardless of the company’s size.

Increased Competition, Sharpened Strategy

With a wider reach comes stiffer competition. Businesses now have to differentiate themselves not just in their community, but on a global scale. That means clearer branding, stronger storytelling, and better customer experience. SEO strategy, mobile-first design, and personalized digital engagement aren’t optional anymore — they’re critical to standing out.

But it’s not just about competition — it’s about collaboration, too. Many companies are leveraging global networks for outsourcing, partnerships, and innovation. A BC-based company might work with a software developer in Ukraine, a marketing agency in Mexico, and a manufacturer in Vietnam — all connected through cloud platforms, messaging apps, and video calls.

The Bottom Line

Technology has erased borders and opened the door to global success — but it’s also raised the bar. In this new era of international accessibility, success requires agility, intentional strategy, and the ability to embrace digital tools quickly and effectively.

For business owners, the question is no longer “Can I go global?” but “How do I compete globally — even in my own backyard?”

Let’s Keep Talking:

Jenny is a business insurance broker with Waypoint Insurance.

She is also a business development consultant with Impresario Partners, helping Canadian Business expand overseas.

She can be reached at 604-317-6755 or jholly-hansen@wbnn.news. Connect with Jenny on LinkedIn at https://www.linkedin.com/in/jenny-holly-hansen-365b691b/.  Connect with Jenny at BlueSky: https://bsky.app/profile/jennyhollyhansen.bsky.social

Let’s Meet Up:

Jenny Holly Hansen is a cohost with Chris Sturges of the Langley Impact Networking Group. You are welcome to join us on Thursday’s from 4pm to 6pm at: Sidebar Bar and Grill: 100b - 20018 83A Avenue, Langley, BC V2Y 3R4

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