World trade in the era of globalization faces various significant challenges and opportunities. In this context, interactions between countries become increasingly complex, involving many variables that must be taken into account by entrepreneurs and policy makers. One of the biggest challenges is protectionism, which is increasing in many countries. Protectionism can hamper the flow of goods and services and slow global economic growth. With the emergence of stricter trade policies, companies must adapt to new regulations and tariffs that may apply. Additionally, shifts in supply chains are a major concern. Many companies are now shifting production to countries where production costs are lower, but this can lead to high dependence on one or a few countries. Political tensions, such as those between the US and China, can also affect market stability and disrupt trade. However, globalization also presents great opportunities. Information and communication technology facilitates access to international markets that were previously difficult to reach. Through digital platforms, SMEs can enter global markets at lower costs. In addition, free trade agreements can create access to new markets and increase the competitiveness of local products. Digitalization also brings new innovations in logistics and distribution. Supply chains can now be managed more efficiently using technology-based management systems, leading to reduced operational costs. The existence of big data also allows companies to understand consumer behavior and market trends better, thereby producing products that better suit demand. Sustainability is an important focus in global trade. Commitments to environmentally friendly trading practices are increasingly being noticed by consumers and the government. Companies that are able to adopt sustainability principles in their operations not only comply with regulations, but also improve their reputation in the eyes of the public. The existence of multi-lateral cooperation also opens up opportunities to create standards and regulations that benefit all parties. International forums and world trade organizations such as the WTO play an important role in bridging differences and creating policies that promote fair trade. Innovation in products and services is the key to competing in the era of globalization. Companies that are able to innovate not only in their products but also in their business approach will have a competitive advantage. Intensive research and development in new products and improving service quality are crucial to attract consumers in the competitive global market. Lastly, education and training of human resources is very important. Developing workforce skills to be able to compete in the global market is an investment that cannot be ignored. Businesses must focus on developing the skills and knowledge of their employees so they can adapt quickly to dynamic changes in the global market. By understanding these challenges and opportunities, companies and countries can formulate effective strategies to maximize profits in world trade. Adaptation, innovation and collaboration are the keys to success in this era of ever-growing globalization.