In the article, in the conditions of ensuring stable growth of the economy, the production of export-oriented products in enterprises and the effective organization of their export, as well as the rational management of external and internal environmental factors, which have a significant impact on the rational use of export activities, and are the main means of its regulation, are a problem. and solutions, their causes and solutions and measures are discussed. In the article, the external and internal environmental factors that affect the export activity and increase of the potential of enterprises are studied theoretically and practically. Within the framework of the study, the most important factors of the external environment affecting the increase of the export activity and potential of enterprises and the problems arising because of its influence were analyzed. Based on the results of the research and analysis carried out by the authors, measures to solve the problems affecting export activity and potential increase were proposed and conclusions were given.