The article presents an argument for participation of federative units in the formation of the territories’ export potential and determines the main directions of organizing support for exporters on regional level. Article studies the variety of approaches described in the scientific literature to the forming of infrastructure for export development, implementation and ensuring the effectiveness of measures to support exporters, building up export potential, assimilation of modern technologies for sales organization. The export promotion activities of the Republic of Tatarstan are classified according to the main trends identified in the work. There are described practices of the Republic of Tatarstan on the formation and implementation of export potential, which are of interest for study and implementation by other constituent entities of the Russian Federations. Topical areas of further work include the implementation of a program-targeted approach for supporting the export of small and medium-sized businesses, improving the forms of online sailing and promoting goods, enhancing interaction with trade missions of the Russian Federation and foreign missions of the Russian Export Center.