Economic potential represents the economic power of the enterprise. It characterizes the totality of material and other means available at the enterprise, hidden, not manifesting opportunities for economic growth. The economic potential can also be considered as a generalized characteristic of the level of development. The concept of economic potential includes economic resources and economic results. The purpose of the research is to study and systematize the methods and approaches used in domestic and foreign practice to assess the export potential and find ways to improve the efficiency of formation and implementation, taking into account the current economic situation in the country and in the industry. The most complete question of factors affecting the export of a country's products. The review of export studies presents a large number of factors that should be classified for ease of perception.