HERMAN BEZUIDENHOUT: Offshore ready: Building the bridge from local to global

So your business is thriving. You’ve carved out a solid presence in South Africa, you’ve built strong client relationships, and your products or services have proven themselves. Now you’re considering the next step — expanding beyond the borders. The idea of tapping into global markets is both exciting and daunting. But before you dive in, let’s talk about what it really takes to set up properly for offshore expansion — whether that means importing or exporting.

Let’s be clear: this isn’t about start-ups or “garage businesses”. This column is for established businesses with a solid local foundation who are ready to go global. Starting from scratch is a different conversation (one I’ll cover in a future column).

Before you book a flight or start speaking to international buyers, get your strategy right. Going global is not a lucky break — it’s a calculated move that begins with focused planning. Your offshore strategy must be a dedicated pillar in your overall business plan, not an afterthought.

Ask yourself:

• What is my core objective for expanding offshore?
• Do I want to increase revenue, diversify markets, or reduce reliance on local cycles?
• Which products or services are best suited for international markets?
• Where exactly am I going, and why?

This is where desktop research meets on-the-ground reality. It’s not enough to Google market stats — you must understand consumer behaviour, pricing trends, distribution logistics and regulatory landscapes in your target country. If possible, spend time there. Walk the streets. Meet potential partners and customers. Attend trade shows. Listen more than you speak.

Also, you need a clear and well-articulated value proposition. Why should a buyer, client or partner in another country choose you over a local competitor? What makes your offering different, better or more relevant?

Here’s a powerful insider tip: South Africa’s department of trade, industry & competition (DTI) runs a number of export marketing incentives that are worth knowing about. One of the most underutilised gems is the trade delegation programme, where South African businesses can accompany DTI teams to international exhibitions and missions, often at subsidised costs.

These missions open doors to real opportunities — face-to-face meetings, market insights and access to networks you can’t reach from behind your desk. If you’re serious about going global, these programmes are not just nice-to-have — they’re must-use.

With a solid strategy in hand, it’s time to tick off the essential business and compliance requirements that come with international trade. Start by registering as an importer or exporter with the South African Revenue Service (Sars). This step is mandatory and surprisingly straightforward — so don’t let it become a bottleneck.

Success offshore starts with clarity at home. Strategy, compliance and collaboration are your three main pillars

Depending on the nature of your trade, you may also need to engage with customs codes, get specific permits or register with relevant regulatory bodies (such as agricultural boards and health departments). Don’t leave this to chance — noncompliance can stop a container in its tracks or delay payments for weeks.

Also remember, international trade isn’t just about shipping and receiving. It’s about documentation, payment terms, incoterms, FX exposure and understanding each step of the supply and payment chain.

Here’s where many businesses get it wrong: they try to do everything themselves. Global trade isn’t a solo mission. You need specialist SME partners to navigate the complexity.

Build relationships with:

• Freight forwarders who understand your sector;
• Customs brokers to guide you through classification and duties;
• International banking experts, especially those experienced in FX risk, letters of credit, and offshore payments;
• Legal experts who understand contracts, IP protection, and cross-border law; and
• Accountants who can guide you on tax implications and transfer pricing rules.

Choosing the right partners is a strategic decision in itself. Look for people who understand your business model and are experienced in the markets you want to enter. The right team doesn’t cost you money — it saves you money, time and costly mistakes.

Going global is no longer a luxury reserved for multinationals. It’s a viable, realistic and often necessary growth path for South African businesses. But it doesn’t happen by chance.

Success offshore starts with clarity at home. Strategy, compliance and collaboration are your three main pillars. Once those are in place, the world becomes a lot more accessible — and the opportunities much more rewarding.

So if you’re already established, the message is simple: set up smart, and then go boldly.

• Bezuidenhout is the founder of financial services provider BeztForex.co.za and the global trade AI platform Zynched.com