E-commerce has become a key component for thousands of businesses globally. However, in a context of geopolitical tensions and protectionist measures such as tariffs, many digital businesses are seeing their stability and growth jeopardized.
Tariffs, which may seem like a distant government tool, directly impact the prices, logistics, margins, and competitiveness of online stores, especially those that sell or buy abroad. If you have an eCommerce business or are planning to enter international trade, it's crucial that you understand how these customs tariffs can affect your business model. For more information on this topic, see Taxes and customs charges when purchasing online.
What is a tariff and what is its main function?
A tariff is a tax that governments apply to imported or exported goods. Its objective may be to protect national industry, raise funds, regulate foreign trade, or respond to unfair trade policies. such as dumping. To better understand the concept of dumping, you can read this article on What is dumping?.
In countries like the United States, tariffs have recently been used as a diplomatic and economic tool to pressure trading partners or protect key industrial sectors. This has sparked similar reactions in other regions of the world, giving rise to a kind of global trade war.
Tariffs not only make imported products more expensive, but also disrupt supply chains, affect end consumers, and generate uncertainty for businesses, especially in the eCommerce ecosystem.
Direct impact of tariffs on global eCommerce
Tariffs can impact multiple areas of e-commerce, from procurement to marketing strategy. Below, we analyze the most significant effects:
Rising import costs and falling margins
When a country imposes tariffs on imported goods, businesses that depend on these goods They see their costs increase radicallyThis applies to both raw materials and finished products.
For example, European businesses that import technology from the U.S. or Asian manufacturing could see their costs rise by 10-25%, depending on the product and the country of origin. In this sense, it is essential that you are aware of When you must pay customs on online orders.
Online stores must decide between assume these costs—reducing their margins—or pass them on to the customer, which could make them lose competitiveness compared to local businesses or brands with national production.
Logistical complexities and customs delays
Tariffs not only mean more costs, but they also mean more documentation, controls and, in many cases, delays in deliveryCompanies that don't have good stock planning could experience stockouts or long wait times.
This context generates a less satisfactory shopping experience for the customer and pressure on customer service teams increases who must manage complaints, returns and negative comments.
Reduction of the catalogue and less variety for the consumer
To avoid losses, some online stores choose to eliminate products affected by tariffs from your catalog, especially if they belong to sensitive sectors such as fashion, electronics, food, or wine. This can translate into a more limited and less innovative shopping experience. Knowing the changes that may affect your business is key; here you can read more about the Consequences of Brexit on eCommerce.
Disadvantage compared to local products or products produced without tariffs
Tariffs tend to give an advantage to local products, since these They avoid additional costs and usually have greater logistical ease.This forces many e-commerce businesses to rethink their positioning strategy and value proposition: if you can't compete on price, you'll have to excel in other areas such as exclusivity or sustainability.
Case study: European online stores and US tariffs
Let's imagine a Spanish handmade footwear brand that manufactures in Portugal and sells to the United States through its online store. With the new tariffs on European leather products:
- The cost of exporting each pair has increased by between 10% and 20%.
- Shipping from Europe has become more expensive, which could force investment in logistics centers in the U.S.
- The American customer pays more for the same product, which reduces conversion.
The company then faces a key decision: absorb costs and reduce margins, pass them on to the customer or look for alternatives such as producing outside EuropeAll options involve significant adjustments that affect profitability and operating strategy.
SMEs and dropshipping, the most vulnerable
Small and medium-sized businesses that depend on the model dropshipping or direct import They are the most exposed to these fluctuations. Unlike large platforms, they typically lack negotiation capacity or strategic warehouses to distribute from the destination country.
This is where tariffs can make your model unprofitable or enter into direct competition with local merchants who do not face these taxes. In this context, many SMEs are wondering how internationalize your online business.
Tariffs on digital services: indirect impact
Although tariffs apply primarily to physical goods, They can also indirectly affect digital services and platforms, if they depend on taxable hardware infrastructure (such as servers or data centers) or see their market shrink due to the loss of purchasing power of users.
For example, platforms like Shopify that serve merchants in the US and Europe could experience pressure if Your customers are starting to migrate to local alternatives to save costs or maintain regulatory compliance.
Adapting your eCommerce strategy to tariffs
Online businesses must respond proactively to tariff changes. Some of the most effective strategies include:
- Diversification of suppliers and markets: Reduce dependence on countries affected by tariffs by seeking sources in regions with more favorable trade agreements.
- Local logisticsInvest in logistics centers within the destination country (or use 3PL or fulfillment) to avoid tariffs on products already present in the country.
- Data analytics and prediction: Use tools like Tableau or Power BI to anticipate how changes affect your sales and adjust your marketing campaigns in real time.
- Reinforce the brand and perceived value: Communicate beyond price. Highlight origin, sustainability, design, and customization to build loyalty among a less cost-sensitive audience.
- Take advantage of trade agreements: Know the treaties in force to benefit from tariff reductions or exemptions (such as the EU-Mexico Agreement, MERCOSUR, or others).
Useful tools to combat the impact
These tools can make a difference when planning a solid international strategy:
- Trade Map for monitoring trade changes and accessing international trade statistics.
- Shopify Markets o PrestaShop to adapt your store to different countries with multilingual setup, localized pricing, and local payment methods.
- Customs Info Database to identify exact tariffs according to the product code in each country.
New technologies based on artificial intelligence can even predict increases or changes in tariff rates and help anticipate logistics or purchasing decisions.
Which products are most exposed to increased tariffs?
Some of the most affected in recent years are:
- Agri-food products such as wine, olive oil, meats and preserves.
- Textile products and footwear, especially if they come from the European Union or Asia.
- Consumer electronics and technology, due to the high dependence on imported components.
- Technological services, albeit indirectly, in terms of cost or elasticity of demand.
The most affected products are usually those that cannot be easily replaced or that require specific components from certain countries.
E-commerce is not immune to changes in international policy. Tariffs may seem distant, but they have tangible consequences for your profitability, logistics, customer acquisition, and business survival. Whether you sell from Mexico, Spain, or China, being well-informed and implementing a flexible strategy will allow you to adapt to changes and remain competitive in an increasingly complex global market.
