Santander Barometer: 78% of Businesses Optimistic for Growth Despite Global Uncertainty

Global businesses are doubling down on international expansion despite a fragmented geopolitical landscape, with 59% of firms expecting revenue growth over the next year. The Santander Global Trade Barometer 2026 reveals that internationally active companies are significantly more optimistic than domestic-only counterparts, viewing cross-border trade as a primary strategy for building operational resilience.

What was announced

The Santander Global Trade Barometer 2026 is a comprehensive study based on a survey of more than 6,000 businesses across nine core markets: Argentina, Brazil, Chile, Mexico, Portugal, Spain, the UK, Uruguay, and the US. The findings indicate a robust appetite for international trade, with 78% of surveyed businesses expressing confidence in their growth prospects over the next three years. This optimism is particularly pronounced among firms already operating internationally; 69% of these businesses expect revenue increases in the next 12 months, compared to 53% of companies that only operate domestically.

The report highlights a significant shift in strategic priorities, with 55% of businesses stating that international trade has become more important to their growth plans. This ambition is driving expansion efforts, as 59% of businesses that do not currently export are considering moving into international markets within the next three years. In Latin America, this figure rises to 74%. The study also identifies strong corridors of trade between Latin America, Europe, and the United States. Specifically, 52% of Latin American businesses are targeting growth within their own region, while 47% are looking toward opportunities in the European Union.

Technology is emerging as a critical facilitator for this expansion. The barometer found that 52% of international or aspiring international firms are already utilizing artificial intelligence in some capacity. AI has become a top investment priority, with 32% of all firms—and 39% of internationally active ones—planning to invest in the technology over the coming year. Furthermore, 64% of businesses believe AI will allow them to serve a broader range of markets, while 60% expect it to accelerate their entry into new territories.

"Businesses are not abandoning international trade. They are changing how they engage with it. In a world becoming more fragmented, businesses increasingly believe opportunities for growth still lie beyond their borders."

Ana Botín, Banco Santander executive chair.

The companies involved

Banco Santander is a leading global financial institution headquartered in Spain, maintaining a dominant presence across Europe and the Americas. The group operates as a retail and commercial bank, providing a wide range of financial services to individuals and businesses. Its market position is defined by its extensive footprint in the nine core markets identified in the barometer, where it leverages deep local expertise to facilitate cross-border commerce. The bank has historically positioned itself as a primary bridge for trade between Latin America and Europe, utilizing its scale to support the internationalization of small and medium-sized enterprises.

The institution has undergone significant digital transformation in recent years to maintain its competitive edge in the global trade sector. By focusing on its core markets in the UK, the US, and the Iberian Peninsula, alongside its strong Latin American operations, Santander has established a network that supports the commercial, cultural, and linguistic ties mentioned in the report. This infrastructure is designed to help businesses navigate the complexities of international trade, which the bank identifies as a key driver for its corporate and commercial banking segments.

What FF News has reported before

FF News has tracked Santander’s ongoing efforts to integrate advanced technology into its global operations and customer services. In October 2026, we reported that Santander Slashes AI Costs by 99% Using Specialized NVIDIA Infrastructure, a move that aligns with the bank’s current findings on AI as a top investment priority for businesses. The bank has also focused on practical tools for international clients, as seen when Santander Launches Global eSIM Service with Gigs Integration for Seamless International Data, facilitating easier travel and connectivity for business professionals.

Additionally, FF News covered the bank's research into consumer and business sentiment in specific regions. A Santander US Survey: Middle-Income Americans Demand In-Person Support for Major Financial Decisions highlighted the continued importance of local expertise and physical presence, even as digital tools like AI become more prevalent. We also noted broader ecosystem developments, such as when Ebury and Form3 Expand Partnership to Launch Instant Payments on Canada's Real Time Rail, reflecting the growing infrastructure supporting the international trade ambitions identified in the barometer.

What this means

The data suggests a fundamental decoupling of business sentiment from geopolitical rhetoric. While political headlines often focus on protectionism and fragmentation, the private sector is moving in the opposite direction, viewing international diversification as a hedge against domestic volatility. This puts immense pressure on regional banks to provide sophisticated cross-border tools that were once the exclusive domain of global investment giants. The heavy emphasis on AI indicates that the next stage of trade competition will be won by those who can use automation to navigate regulatory complexity and localized market nuances. For the fintech sector, the clear takeaway is that the demand for seamless, tech-enabled international trade infrastructure is no longer a niche requirement but a core expectation of the mid-market business segment.