PurposeThe Russian export flow is highly concentrated on few trading partners that results in its high vulnerability to external shock. Furthermore, the Russian–Ukraine conflict and corresponding western sanctions has enhanced the need of export markets diversification for Russia. Therefore, this study is a baseline attempt to explore determinants of export flow along with identifying potential export markets. This objective is realized by employing an augmented version of gravity model on export flow of Russian Federation to 108 trading partners from 2000 to 2020.Design/methodology/approachThe augmented gravity model of export flow is estimated by using employing contemporary panel econometrics such as panel generalized ordinary least square estimation technique with cross-sectional weight along with heteroskedasticity consistent white coefficients is employed to explore impact of selected macroeconomic and policy variables. Furthermore, the sensitivity analysis is performed by using panel random effect along with the Driscoll–Kraay standard errors with pooled ordinary least squares (OLS) regression and random effect generalized least square (GLS) estimator techniques. The estimated result of panel GLS technique is subjected to in-sampled forecasting technique to explore potential export markets.FindingsThe findings show that an increase in the income of trading partners and enhancement of domestic production capacity has significant positive impact on Russian export flow, whereas geographic distance has a significant negative impact. Income of trading partners emerged as major determinant of export flow with high explanatory power. Among augmented variables, the real exchange rate reveals a significant positive impact of lower intensity, whereas binary variables for the common border, common history and preferential/free trade agreement show a significant positive impact. The finding of export potential reveals a high concentration of export with existence of large potential for exports across the globe. For instance, many developing countries in Asia, Africa and America reveal high potential for Russian exports.Practical implicationsThe findings urge Russian Federation to diversify its export markets by targeting potential export markets. Many emerging developing countries are witnessing a high potential for Russian exports, therefore attempts should be taken to diversify toward them. The expansion of existing transportation facilities along with development of cargo trade can be important policy instrument to realize objective of export diversification.Originality/valueThis study is the first comprehensive analysis that employs augmented gravity model to explore potential export markets for Russian Federation by using panel data of 108 global trading partners from 2000 to 2020. This finding of this study provides a framework of export diversification toward potential markets across the globe.
