US 2024 trade deficit: a new playground for Quebec SMEs

The U.S. trade deficit remains one of the most closely watched economic indicators in the world. For Quebec SMEs, it’s not just abstract macroeconomic data: it’s a warning signal… and a source of very concrete opportunities. In 2024, the United States will continue to import massively, especially manufactured goods, technologies and digital services. For Quebec companies able to position themselves intelligently, the American market represents a major growth lever, provided they are well prepared in terms of digital, commercial and operational aspects.

In this article, we analyze recent trends in the US trade deficit, what they mean for SMEs in Quebec, and how to capitalize on these dynamics through exporting, e-commerce, AI-powered automation and more structured customer relationship management. You’ll discover concrete courses of action to adapt your strategy, improve your online visibility and optimize your processes in order to break into – or accelerate – the American market.

1. The 2024 US trade deficit: understanding the figures to make better decisions

According to the Bureau of Economic Analysis (BEA), the U.S. trade deficit in goods and services will be around US$773 billion in 2024, down slightly from its peak in 2022, but still at a historically high level. Imports of goods continue to far outstrip exports, particularly in manufacturing, consumer goods and certain technology categories.

At the same time, Statistics Canada reports that Canada’s merchandise exports to the U.S. still account for over 70% of the country’s total exports, with Quebec making a significant contribution in the aerospace, manufactured goods, processed food, technology and professional services sectors. In other words, strong U.S. demand remains a key driver of Canadian and Quebec growth.

Some recent trends to watch out for:

• Reconfiguring supply chains: some American importers are seeking to reduce their dependence on Asia, particularly China, opening the door to North American suppliers who are geographically closer.
• Rising demand for high value-added products: green technologies, automation solutions, digital services, niche products and high-end products are experiencing sustained growth.
• Rise of targeted protectionism: certain policies, such as incentives for local production, require better regulatory preparation, but do not cancel out opportunities for competitive exporters.

For Quebec SMEs, the message is clear: the US trade deficit does not reflect weakness, but rather structural hyper-consumption and strong demand for imported goods and services. The challenge is not to create demand, but to make ourselves visible, credible and effective in the eyes of American buyers.

This is precisely where digital transformation, optimizing your online presence and AI and automation tools come in, areas in which Nuaweb is already supporting Quebec companies of all sizes. To find out more about our AI and chatbot solutions, visit the Nuaweb homepage: https: //nuaweb.com/.

2. Export opportunities: where Quebec SMEs can gain market share

If the U.S. imports more than it exports, that means it needs reliable foreign suppliers. Quebec SMEs have a number of assets at their disposal: geographical proximity, cultural compatibility, trade agreements (such as ACEUM), a skilled workforce and a reputation for quality. The key is to identify segments aligned with these strengths.

Among the areas where the U.S. deficit remains significant and where Quebec companies can position themselves:

• Specialized manufactured products: industrial components, custom parts, specialized equipment. Quebec manufacturers can capitalize on shorter delivery times and better technical communication.
• Digital technologies and services: software development, maintenance, cybersecurity, AI and automation solutions. The US market still lacks talent in these fields, which opens the door to outsourcing and partnerships.
• Agri-food and niche products: organic products, quality processed foods, specialty beverages, local premium products. American consumers are willing to pay more for authentic, differentiated products.
• Equipment and services linked to the energy transition: energy efficiency, green solutions, industrial process optimization. US climate policies are stimulating demand in these segments.

According to data from Statistics Canada and Export Development Canada (EDC), SMEs that turn to international markets tend to grow faster, be more productive and more resilient than those focused solely on the domestic market. The United States remains the world’s leading export market in terms of size, proximity and relative ease of access, compared with other regions of the world.

To take advantage of these opportunities, your company needs three pillars:

• A professional, reassuring brand image for American buyers (website, content, credibility).
• Ability to manage prospects and customers with structured follow-up (CRM, automation, reminders).
• Efficient digital processes to inform, sell and deliver (e-commerce, customer portal, AI-powered automation).

Nuaweb supports Quebec SMEs in this structuring process, from the creation of export-oriented websites to the implementation of customer relationship management systems adapted to your needs and sales cycle.

3. E-commerce and digital presence: turning the US deficit into real sales

The US trade deficit is also fuelled by cross-border e-commerce. More and more B2C, as well as B2B, buyers are ordering online from foreign suppliers. For Quebec SMEs, the question is no longer whether to go online, but how to do it intelligently to win over the American market.

Recent figures from industry reports and analysis firms such as eMarketer and the US Census Bureau show that :

• Online retail sales in the US have exceeded US$1 trillion annually, with continued growth even after the pandemic.
• A growing proportion of B2B purchases are now made via e-commerce platforms or self-service portals, with high expectations in terms of user experience.

For a Quebec-based SME, this means that a high-performance transactional site or a well-designed B2B portal can become a genuine export channel. A well thought-out online store, with optimized logistics and clear positioning, can capture a fraction of this massive American demand.

The keys to success :

• A bilingual (FR/EN) site, professional and fast, adapted to the expectations of American buyers, with clear information on delivery, lead times and return policies.
• A targeted SEO strategy on English keywords related to your niche, to appear in Google searches carried out in the United States.
• An optimized conversion tunnel: simple forms, secure payment, payment options adapted to the US market, automated emails and notifications.
• Integrating AI and chatbots to respond 24/7 to US customers despite the time difference, qualify leads and reduce the load on your teams.

On this front, Nuaweb offers comprehensive support, from the creation of online stores to the integration of chatbots and AI tools on your site. These technologies enable you to maximize every American visit to your site: instant responses, automated collection of contact details, guidance towards the right products, and even pre-qualification for your sales teams.

The aim: to turn the US trade deficit into a continuous source of orders and leads for your company, by making your website not just a shop window, but a real driver of customer acquisition in the USA.

4. CRM, AI and automation: structuring growth towards the US market

Increasing sales in the United States is one thing. Managing this growth effectively is quite another. The American market is competitive, sales cycles can be longer (especially in B2B), and buyers expect fast, professional follow-up. Without the right tools, an SME risks losing opportunities simply because it doesn’t follow up prospects properly or respond quickly enough.

This is where customer relationship management (CRM), coupled with AI and automation, becomes a strategic lever. A good CRM enables you to :

• Centralize all information on your U.S. leads and customers: history, exchanges, quotes, contracts.
• Segment your contacts (distributors, retailers, end customers, partners) and adapt your messages.
• Automate follow-ups (follow-up e-mails, appointment proposals, product information mailings) so you never let anything fall through the cracks.

By adding a layer of AI and chatbots, it becomes possible to :

• Respond immediately to U.S. requests, even outside your business hours, by filtering simple questions and escalating complex ones.
• Analyze your sales and marketing data to identify the most profitable segments, the most in-demand products or the most promising geographic markets.
• Optimize your campaigns by better targeting US prospects likely to convert.

For Quebec SMEs, investment in a modern CRM and automation tools is no longer a luxury, but a prerequisite for managing expansion into the United States with rigor. Nuaweb helps companies set up or optimize their CRM environment via its CRM management service, integrating it with your website, online store and marketing tools.

By combining these approaches – CRM, AI, e-commerce and export-friendly web design – your company can capture a share of the US trade deficit and turn it into sustainable, predictable growth.

Conclusion: turning macroeconomic figures into tangible growth for your SME

The U.S. trade deficit will probably continue to be a hot topic in 2024-2025. For Quebec SMEs, the most important thing is not to follow the political debates in Washington, but to understand what these figures mean on the ground: a huge market, in constant demand for imported goods and services, within reach for companies that structure and digitize themselves.

By leveraging a professional digital presence, high-performance e-commerce tools, solid CRM management andAI integration, you can turn this commercial deficit into a very real opportunity: more leads, more sales, more long-term stability.

If you are a Quebec SME and would like to :

• Optimizing your website for the US market,
• Launch or improve your online store to sell in the United States,
• Set up an efficient CRM and automations to track your U.S. leads,
• Integrate AI and chatbot solutions to better serve your customers…

Nuaweb can support you every step of the way, from strategy to technical implementation. Book a free consultation now to discuss your project and identify the best growth levers for your SME in the US market: https: //nuaweb.com/#contact.

The U.S. trade deficit isn’t just a number in an economic report: it’s another opportunity for Quebec companies ready to take action.