Finding Clarity for Ecommerce Amid the Trade Confusion

If there’s one thing this industry teaches you, it’s that uncertainty is constant. And right now, ecommerce businesses don’t have the luxury of standing still.

Between rising tariffs, volatile markets, consumer pullback, and shifting global sentiment, brands are operating in one of the most unpredictable environments we’ve seen in recent history. But uncertainty isn’t an excuse to freeze. It’s a call to adapt.

Take travel as an indicator. Le Monde recently reported that French tourists are skipping trips to the U.S., citing political concerns. According to travel agency Voyageurs du Monde, bookings to America are down 20%, while destinations like Canada and Mexico are seeing increased interest. It's a small but telling sign of how global sentiment is shifting

Closer to home, we’re seeing rising unemployment, stock market swings, and cautious spending. People are pulling back, rethinking retirement plans, and adjusting to higher living costs. Businesses, meanwhile, are grappling with the knock-on effects of tariffs—slower demand, rising operational costs, tighter margins, and increasing customer expectations. Planning cycles have been upended.

Tariffs and Their Ripple Effects

Tariffs are reshaping the ecommerce landscape. A key moment arrives May 2, when the U.S. ends its $800 de minimis exemption on goods manufactured in China and Hong Kong.

With this loophole closing, many of these low-priced imports will now be taxed. For shoppers, that means higher costs. With so many U.S. imports coming from China, the impact will be widespread.

This shift could offer breathing room for North American retailers—but it also means that brands should be reassessing their pricing, fulfillment, and shipping strategies.

In Canada, the apparel industry is feeling the pressure, even if not directly targeted. Access to the U.S. market is key for Canadian brands looking to expand internationally. It’s possible however that the U.S. may no longer be the priority market due to the hike in prices for consumers.

These concerns reflect a broader sentiment. Some major Canadian retailers have seen their stock prices slide after recent tariff announcements. Brands are now rethinking their expansion plans—some retrenching at home, others looking to markets like Europe and Australia.

And in the U.S., retail groups are raising the alarm that new tariffs on Asian-made goods could spike prices—right as the back-to-school season ramps up.

Rising Economic Nationalism

On top of tariffs, there’s a growing “Buy Canadian” movement. While unsurprising, it will be sending ripples through U.S.-based consumer companies that rely on shipping their goods to Canada. Many of these brands have built real roots in Canada—employing local people, paying taxes, and supporting communities.

Consumers want to buy local, but it’s not always clear what “local” really means when considering where component parts originate from. That’s adding confusion just when ecommerce businesses need clarity.

How Brands Are Responding

There is reason to be hopeful. Much like during the pandemic, businesses are finding ways to adapt. Some are relocating fulfillment and distribution closer to key markets—in the U.S., Canada, or Mexico. Others are leaning into regional loyalty, building transparency around their supply chains, or expanding into new international markets.

The common thread? Brands that stay agile and open to change are the ones that will weather the storm best.

Still, it’s complex. Cross-border ecommerce comes with legal, logistical, and operational challenges—and trying to figure it all out while managing rising costs is no small task.

How Landmark Global Can Help

At Landmark Global, we’ve spent over 20 years helping ecommerce brands navigate complex international logistics. From shipping and fulfillment to customs and compliance, we are trusted to create tailored solutions that help brands move forward—especially in times of uncertainty. Check out our previous article on How to Minimise Your Ecommerce Tariff & Surtax Costs with Smarter Shipping & Fulfillment.

We’re not just here to move packages. We’re here to be a strategic partner—to help you rethink your fulfillment model, expand into new markets, or take the headache out of your cross-border strategy. We’ve been through this before. Through recessions, market shocks, and global disruption – helping our customers not only survive but thrive.

If you’re looking for a partner to make sense of all this—get in touch. We’ll guide you through the uncertainty. Together.