On 2nd April 2025, the US announced a universal 10% tariff on most imports, effective 5th April, disrupting global supply chains and ecommerce. Imports from China, for certain categories, now face combined tariffs as high as 145%, though most goods are subject to an average rate of 54%. The $800 de minimis exemption ended for Chinese and Hong Kong shipments on 2nd May, subjecting them to 120% duties for commercial shipments, or $100–$200 postal handling fees. The U.S. has signalled plans to eliminate the exemption for other tariffed countries next, but this hasn’t been implemented yet.
These aren’t just minor changes, they’re disrupting the world of ecommerce. Around the globe, ecommerce businesses are scrambling to react, but sadly, many won’t survive.
For years, businesses have relied on the PEST or PESTEL model to assess external factors that might affect them, typically seeing the Political factor as stable or low-risk. However, with rising trade friction and increased tariffs, scenario planning has become incredibly complex. For ecommerce businesses that can shift quickly, there’s still a chance to stay competitive, even if they get hit by a few challenges. But for those who can’t adapt in real-time, the risk of collapse is real.
While the new tariff policy originates in the US, its impact is global and will be felt across Europe and beyond. Ecommerce businesses in Europe face two realities: adapt to disrupted supply chains AND capitalise on redirected goods from China and the US.
Read on to explore how a marketplace can help you navigate tariffs and global trade policy shifts.
Impact on Businesses and Consumers
For ecommerce businesses, adapting to these new tariffs and trade changes will demand a complete restructuring of their operations.
Increased Costs
With the new tariffs, the cost of purchasing products across borders has risen. As a result, companies face tough decisions such as absorbing higher costs, accepting lower profit margins, or increasing prices, risking reductions in sales and customer satisfaction. As pricing is becoming more and more unpredictable, businesses must work through more complex pricing strategies, making it difficult to adjust with agility. This leaves ecommerce companies with two choices: absorb the rising operational costs or pass them on to customers.
Supply Chain Disruptions
To stay competitive, ecommerce businesses need to reduce their reliance on regions affected by tariffs. One approach is to diversify their supplier base by sourcing from different countries. However, introducing new suppliers brings additional costs, from setting up new contracts and verifying supplier quality to modifying logistics. Alternatively, some businesses may prefer to stockpile inventory before prices increase or availability decreases. However, again, storing large amounts of inventory comes with costs, including warehousing and insurance.
Consumer Shift
Tariffs are driving up the cost of importing goods like electronics and apparel, causing many ecommerce businesses to raise the prices of their offerings to offset these extra costs. Because of this, consumers are beginning to change their buying behaviour, looking into secondhand or domestically made products that aren’t directly affected by these tariffs.
How a Marketplace Helps Ecommerce Businesses Adapt
Swift Responses to Market Changes
Marketplaces allow ecommerce businesses to react quickly to changing tariffs and costs by updating product listings, pricing and inventory in real-time. To facilitate this, companies should provide sellers with tools that automate updates and streamline operations. This, in turn, helps maintain product availability, price accuracy and customer loyalty.
Inventory Agility and Fulfilment Optimisation
When one seller is affected by tariffs or stockouts, others on the marketplace can fill the gap, protecting sales and maintaining product availability. By diversifying warehouse and fulfilment locations, sellers can reduce delivery times and shipping costs, providing a smooth and reliable online shopping experience.
Supplier Diversification
A marketplace makes it easier to onboard new suppliers and source products from different regions, minimising overreliance on a single country. Diversifying suppliers builds resilience against tariff changes and helps mitigate more supply chain risks. It also opens up opportunities for ecommerce businesses to grow in new markets and stay competitive.
Technology and Data-Driven Strategy
Investing in the right technology is the key to long-term success. Successful marketplaces integrate with multichannel tools that provide sellers with a unified view of inventory, orders and pricing. With access to performance data and analytics, sellers can make data-driven decisions and better forecast and plan.
Support for Long-Term Growth
To remain competitive amidst current and future tariff changes, ecommerce businesses require an adaptable and intelligent ecommerce model. A marketplace delivers a resilient structure that enables businesses to evolve, scale and grow despite global trade shifts. By adopting strategies like inventory diversification and fulfilment optimisation, ecommerce businesses can continue to thrive.
The future
With trade policies constantly fluctuating, the future of digital commerce remains uncertain. That’s why staying ahead of changing tariffs and unpredictable market conditions is more important than ever. For that reason, having a scalable and adaptable platform model is essential. Marketplaces offer exactly that, giving ecommerce businesses the agility to respond when the unexpected happens.
At e2y, we specialise in digital marketplaces and harness our expertise to empower ecommerce businesses to thrive. Working closely with our trusted partner Mirakl, we help you implement a marketplace that strengthens your business model and supports your growth.
Find out how we can strengthen your business model and support your transition to a marketplace.
