Global logistics firm DHL Group has launched a free training program in Thailand aimed at helping small and medium-sized enterprises (SMEs) navigate the complexities of international trade. The initiative, named “GoTrade,” is presented as a sustainability effort but also aligns with the company’s long-term strategy to expand the logistics market and cultivate future clients.
In a recent interview with The Story Thailand, Dr.Sarah Meinert, DHL Group’s Global Head of GoTrade, outlined the program’s structure. It targets established micro and small businesses, offering them a curriculum designed to overcome common barriers to exporting. The move comes as Thai SMEs continue to face significant hurdles in accessing global markets.
The GoTrade program, first launched globally in 2020, functions as a corporate social responsibility initiative under DHL’s sustainability agenda, making it free for all participants. Rather than providing direct financial grants, the company has opted to leverage its internal resources: its global network and the expertise of its staff.
The training curriculum consists of 14 modules covering technical subjects where DHL has core expertise, such as customs procedures, logistics management, and the application of Free Trade Agreements (FTAs). It also includes modules on broader business skills, including e-commerce, digital marketing, and basic financial management.
To deliver the program in Thailand, DHL has partnered with several governmental and financial institutions, including the Department of International Trade Promotion (DITP), the Office of SMEs Promotion (OSMEP), and the Export-Import Bank of Thailand (EXIM Bank). This partnership model allows each entity to contribute within its specific domain. According to the company, EXIM Bank provides expertise on financial solutions, while DITP and OSMEP assist with policy guidance and outreach to the SME community.
The program’s operational design is highly specific. It is not open to all SMEs but is targeted at existing businesses that are already selling products and are deemed ready to scale. It explicitly excludes startups in the idea phase.
Training is conducted in the Thai language by a team of 11 DHL employees who have been certified as program facilitators. The sessions are described as interactive, utilizing group activities and workshops to encourage practical application of the material. The selection of SME participants is handled in conjunction with the program’s local partners.
While offered at no cost to the SMEs, the GoTrade initiative aligns with several of DHL’s long-term commercial objectives. Company executives acknowledge that by increasing the number of SMEs engaged in cross-border trade, the program helps expand the overall market for logistics services. Furthermore, it functions as a soft-lead generation tool, building brand familiarity and relationships with high-potential businesses that may become significant clients in the future. The program also directly contributes to DHL’s stated Environmental, Social, and Governance (ESG) targets.
The initial pilot of the GoTrade program in Thailand trained 30 SMEs. DHL and its partners have stated their intention to scale up the initiative to reach a wider audience of entrepreneurs across the country. The program’s ultimate impact will be measured by its ability to demonstrably increase the number of Thai SMEs successfully participating in international trade.
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