International opportunities for Kyiv region’s communities and entrepreneurs: cooperation through the NAZOVNI platform

In the context of the full-scale war, limited domestic demand and the need for economic adaptation, one of the key tasks for communities is to establish effective mechanisms to support local business. Facilitating enterprises' entry into foreign markets, attracting international contacts and strengthening institutional interaction with state support instruments are strategically important areas for the sustainable development of territories.

In a conversation with Oleksandra Solohub, Chief Operating Officer of the B2G platform Nazovni, we discussed how local self-government bodies can promote export activity locally, how a community can act as a communication bridge between an entrepreneur and external partners, and which international markets remain open and promising for businesses in Kyiv Oblast in 2025.

How can communities effectively communicate with external partners through the Nazovni platform? Which international markets are relevant for entrepreneurs in Kyiv Oblast?

Under martial law and amid global transformations, one of the key tasks for communities in Ukraine is not only to preserve economic activity, but also to seek new opportunities for growth. Today's communities are increasingly looking for ways to develop economically and support local business. One effective direction is helping entrepreneurs enter foreign markets. In this process, the community does not act as an exporter directly, but it can play a key role — as an organiser, communicator and facilitator.

One of the effective tools for this is the B2G platform Nazovni, which helps Ukrainian enterprises establish direct links with foreign partners with the support of Ukrainian diplomatic institutions abroad.

What is Nazovni and how is it useful for business?

The Nazovni platform is a digital tool created at the end of 2021 with the institutional and informational support of the Ministry of Foreign Affairs of Ukraine, which allows Ukrainian companies to turn to diplomats for help in entering a specific market, finding partners, taking part in exhibitions and trade fairs or presentations abroad, obtaining information about a target market, and finding a sales market appropriate to the manufacturer's goods and services.

Working with Nazovni is simple — you need to register on the website https://nazovni.online/, choose the type of application (market search or export support), fill in the application and wait for a response. The platform is a tool, so it is important for entrepreneurs to process the information received and start acting.

A list of exhibitions, webinars, retail promotions and requests from importers can be found on our Telegram channel Nazovni EXPO: https://t.me/NazovniUkraine_Expo

To date, the platform has more than 2,800 registered companies, more than 13,000 export applications to 100+ countries, more than 1,000 market search requests, 500 signed export contracts, and more than 500 Ukrainian companies that have already taken part in more than 100 international exhibitions and retail campaigns with Nazovni's support. Foreign importers are also joining the platform, creating requests to source goods or services from Ukraine. This is a good opportunity to obtain a direct contact for B2B matching.

Only an entrepreneur or company can register, not a community. But communities themselves can:

• inform local businesses about Nazovni's opportunities;
• help entrepreneurs with preparation;
• organise meetings with representatives of the Ministry of Foreign Affairs;
• initiate presentations of their companies' products during visits by foreign delegations;
• create an ‘export map of the community’, indicating the products and services that may be of interest to foreign partners.

Why is this particularly important for communities in Kyiv Oblast?

Kyiv region is one of Ukraine's most dynamic regions, with strong entrepreneurial potential: the agricultural sector, light industry, the production of building materials, furniture and food products, IT solutions, and logistics. At the same time, the full-scale war has changed the logic of sales markets, forcing entrepreneurs to seek new channels and shift their focus from the domestic market to exports.

The Nazovni platform opens up real opportunities for entering target markets by using the support of embassies abroad. Currently, 30% of the platform's registered users are from Kyiv Oblast and the city of Kyiv.

Which markets remain relevant for entrepreneurs in Kyiv Oblast?

As of mid-2025, geopolitical changes, the revision of trade terms by the EU, and global instability require a rethinking of export strategy. Nevertheless, a number of markets remain promising:

1. The Central and Eastern European market

Despite the EU's planned reinstatement of duties on certain Ukrainian goods, neighbouring countries such as Poland, Slovakia, Hungary and Romania remain important partners for small and medium-sized businesses — especially in food products, furniture, light industry and logistics.

2. Northern Europe

Sweden, Finland and Denmark are interested in high-value-added goods — natural cosmetics, processed food products and eco-friendly goods. These countries have complex logistics, but a high level of purchasing power.

3. The Gulf countries

Entrepreneurs producing organic, halal-certified and niche products can find buyers in the UAE, Saudi Arabia and Qatar. Entering these markets is difficult, but it is possible to sell premium goods through specialised exhibitions.

4. Canada and the USA

The diaspora, local networks of Ukrainian centres, and direct business enquiries through Nazovni create favourable conditions for exports. High entry barriers need to be taken into account, but having a relevant partner and support through diplomatic channels can help overcome them.

5. Asian countries

These are markets with high purchasing power but complex certification and logistics; however, they are interested in quality agricultural products, natural cosmetics and technological solutions. Countries such as Indonesia and Malaysia may require halal certification, while Vietnam has a rapidly growing economy with an interest in European products.

Through the Nazovni platform, entrepreneurs can receive embassy support in entering these markets, taking part in exhibitions and finding potential partners. However, it should be noted that each product requires a separate approach, and market analysis must be carried out before entering exports, taking into account certification requirements, logistics costs, and the specifics of mentality and business culture, among other things.

How can communities support local business?

Although the community itself does not register on the platform, it is the community that creates the conditions for entrepreneurs to make use of its opportunities:

• Spread the word — in business support centres, on community pages, in entrepreneurial chats — about the possibility of using export support tools such as Nazovni.

• Help with paperwork — entrepreneurs are often held back by a lack of time or weak English. Help in drafting a product description or a cover letter is invaluable.

• Initiate events — for example, meetings with representatives of the Ministry of Foreign Affairs, export preparation workshops, and take part in briefings with ambassadors from the Ministry of Foreign Affairs and practical webinars of the Nazovni Academy.

• Facilitate participation in exhibitions — the community can help organisationally or informationally with trips to exhibitions supported by Ukrainian diplomats abroad.

The role of communities in foreign economic activity is growing, and although a community is not a direct exporter, it is the community that can become a launchpad for local business entering the international market. Using state support tools such as Nazovni makes it possible to strengthen the local economy systematically and strategically. In today's conditions, this is not an option, but an urgent necessity.