U.S. Secretary of Commerce Penny Pritzker Launches Digital Attache Program to Address Trade Barriers

Today, U.S. Secretary of Commerce Penny Pritzker announced the launch of the Digital Attache program, a new initiative that establishes an expert network of “digital attaches” in six to eight key markets, including ASEAN, Brazil, China, Japan, India, and the European Union. This initiative will enhance efforts to advance commercial diplomacy, drive policy advocacy on technology issues, ensure linkages between trade policy and trade promotion efforts, and provide front-line assistance for U.S. small and medium enterprises to take advantage of the robust e-commerce channels.

The Digital Attache program is part of the Department of Commerce’s comprehensive effort to address 21st century trade barriers and help the digital economy thrive. In 2014 the United States exported roughly $400 billion in digitally-deliverable services, accounting for more than half of U.S. services exports and about one-sixth of all U.S. goods and services exports.

“America’s economic growth and competitiveness depend on our capacity to embrace digitization in the economy,” said Secretary Pritzker. “As the U.S. Government’s primary advocate for business, the Commerce Department has made promoting U.S. digital commercial interests a top priority. The pilot program of ‘Digital Attaches’ ensures that U.S. companies can participate in the global digital economy and reach markets worldwide.

Digital trade officers’ responsibilities will include: assisting U.S. companies increase exports through global E-commerce channels, accessing the global online marketplace, and navigating digital policy and regulatory issues in foreign market. Training for attaches will be coordinated through ITA, with assistance from agencies and bureaus across the Commerce Department.

This pilot project, led by the Department of Commerce’s International Trade Administration (ITA), builds upon the numerous resources the Commerce Department currently has in place to assist U.S. companies be successful in international markets, including: trade counseling, market intelligence, business matchmaking, and commercial diplomacy.