Cross-Border Selling · Leadfeeder 2026

De-risking is not a policy abstraction.
It shows up in targeting choices

The share of new B2B targeting pointed at Russia has fallen 76% since 2020.
Targeting of China has halved since 2022.

RussiaBaseline 2020
−76%

Fall in the share of new B2B targeting pointed at Russia since 2020

Share relative to the baseline year
2020
100
Latest
24

Targeting did not collapse to zero. Some sellers continue to pursue the market.

ChinaBaseline 2022
−50%

Targeting of China has halved since 2022

Share relative to the baseline year
2022
100
Latest
50

The same pattern, on a shorter clock and at half the magnitude.

Neither market has collapsed to zero, which is its own finding. But the direction is unambiguous, and it mirrors the macro picture of global trade networks reordering as firms reduce their reliance on single large economies.
Source: Leadfeeder analysis of 95,243 country-targeting decisions by 9,290 companies, 2017–2026 · The Russia trend is measured from 2020 and the China trend from 2022 · Share of new targeting = the share of a year's new targeting decisions pointed at a given destination.
Leadfeeder · 2026 Cross-Border Selling Map of Europe · Read the full study