Trump’s New Tariffs Are Here — What Mid-Sized eCommerce Founders Must Do Now to Stay Competitive

As a member of the North Texas District Export Council, appointed by the U.S. Secretary of Commerce, I’ve spent the last several years advising U.S. companies on international trade and helping mid-market brands navigate complex global dynamics. I’ve also built and led businesses that depend on global supply chains, and I understand the real-world implications of policy shifts that hit the bottom line.

In April 2025, President Donald Trump announced a sweeping set of new tariffs:

• A 10% blanket tariff on all imports
• Targeted tariffs of up to 49% on countries like China (34%), Vietnam (46%), and Cambodia (49%)
• The removal of the $800 de minimis exemption for Chinese goods starting May 2

This isn’t a campaign promise or policy trial balloon — this is official and already beginning to affect contracts, shipping timelines, and pricing models.

If you’re a mid-sized eCommerce founder, here’s what that means: your cost structure, sourcing strategy, and pricing model may need to change — fast.

What’s Changing for eCommerce Businesses Right Now

1. Import Costs Are Climbing Fast

If your products or components are coming from China or Southeast Asia, you’re now facing dramatic increases in landed cost. Even companies that were diversified are seeing costs creep up across the board because tariffs apply to all imports — not just those from a few countries.

These increases are unlikely to be temporary. We’re looking at a long-term shift in trade strategy that will affect your business quarter over quarter.

2. Direct-from-China DTC Models Just Got Hit Hard

Removing the de minimis exemption means low-cost shipments from platforms like AliExpress, Temu, and other Chinese marketplaces will now face duties, paperwork, and customs delays. If you rely on just-in-time inventory or drop shipping from China, your margins — and delivery timelines — are at risk.

3. Global Sales Could Be at Risk Too

Retaliatory tariffs are the next shoe to drop. We’ve seen this before. In 2018-2019, other countries responded quickly to U.S. tariffs by targeting American-made goods. If you sell internationally, especially to Canada, the EU, or Australia, you’ll need to monitor this closely. Your export pricing may need to shift as well.

What You Need to Be Doing Immediately

Step 1: Run a Tariff Exposure Audit
Inventory your current sourcing by country, product category, and HS code. Understand what percentage of your product line is exposed and by how much. Get a clear picture of your new landed costs under these tariffs. Guesswork won’t cut it anymore.

Step 2: Start Diversifying Sourcing — Now
This is not a short-term trade war. This is a policy shift that could stick for years. If you’re dependent on China, Vietnam, or Cambodia, start building supplier relationships elsewhere. Nearshoring (Mexico, Central America), India, and even reshoring to the U.S. may now be financially competitive when factoring in tariffs and time-to-market.

Step 3: Reevaluate Your Pricing and Packaging Strategy
Margins are under pressure, but your customers may not be ready for sharp price hikes. Get creative. Bundles, tiered pricing, loyalty discounts, or slight product redesigns can help you maintain margin without killing conversion.

Step 4: Update Your Landed Cost and Profitability Models
You need tools and processes that can calculate true landed cost dynamically — factoring in duties, tariffs, freight, and fulfillment. This isn’t just for the finance team anymore. Your marketing, operations, and customer experience strategies must align with accurate numbers.

Step 5: Communicate Proactively With Customers
If you need to adjust pricing or timelines, do it with transparency. Your loyal customers are far more understanding when you communicate clearly about the ‘why.’ Silence will cost you trust. Honest updates can actually build it.

Step 6: Prepare for Long-Term Complexity
This isn’t just about getting through the next few months. This is about building a business model that can withstand economic nationalism, trade instability, and global risk. Trade policy is now a permanent fixture in your strategic planning.

My Perspective: This Is a Moment of Risk — and Opportunity

The companies that act now — that assess, adapt, and restructure quickly — will come out ahead. Others will get stuck trying to maintain the status quo until it’s too late. This is where agility becomes a competitive advantage.

If you’re a mid-sized eCommerce founder, you don’t need to become a trade expert — but you do need one in your corner.

Through the Export Council, and through years of helping businesses build cross-border capability, I’ve seen the patterns — and the pitfalls — up close.

If you need help mapping out a strategy, modeling your exposure, or exploring sourcing alternatives, I’m here to help. This is what I do — not in theory, but in the real trenches of commerce and logistics.

Let’s navigate this together. Trade complexity isn’t going away, but with the right moves, you can use it to your advantage.

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