Note: Tariff policies can shift at any time, but staying prepared for any scenario is a smart strategy.
The threat of disruptive tariff policies is no longer a distant possibility; it’s a reality that is shaking global trade. Although the United States has employed tariffs since the days of George Washington, the initial impacts from recent announcements have had an unprecedented impact on the global economy. In the three weeks following the 145% tariffs on Chinese goods (which have since been paused for 90 days), sea freight shipments from China to the US dropped 65%, according to the global logistics company Flexport. The Port of Los Angeles, the main US entry point for Chinese goods, expects a 35% drop in cargo arrivals.
This kind of volatility is causing panic across industries, especially in the B2B ecommerce space, where supply chains are deeply intertwined with global trade. With so much uncertainty, it’s best for businesses to start preparing for a dynamic trade environment and make sure their ecommerce platforms are equally dynamic to respond to a fluid regulatory environment.
While no one can predict exactly how things will unfold, there are practical steps businesses can take now to ease the transition and stay agile.
Enrich Product Data
Enriching product data is essential in a tariff driven environment. Clear, detailed information will help empower customers to make smarter decisions while giving businesses more flexibility to respond to shifting trade policies. Attribute tagging is a great place to start. Adding specific attributes like “US-Made” or “Country of Origin” will help customers filter and search more effectively.
Transparency around sourcing is equally important. Letting customers know where products are manufactured or assembled can heavily influence purchasing decisions, particularly among buyers looking to support domestic suppliers or those who want to avoid imports affected by tariffs. Providing this information upfront builds trust and positions your brand as a partner in helping customers navigate a complicated landscape.
It’s also worth considering how tariff-related product data can support conversion. When a customer views a product likely to be impacted by tariffs, intelligent recommendations can automatically surface lower cost or tariff free alternatives. This reduces the likelihood of site abandonment and helps maintain sales momentum in a rapidly changing environment.
Complex Pricing Rules
Tariffs aren’t applied uniformly, they vary by several different factors like product type, origin country, and quantity and value of goods. That kind of variability makes it crucial for B2B businesses to implement flexible, rules-based pricing that can adapt quickly as tariff conditions change. Dynamic pricing rules can be used to automatically adjust product pricing when certain thresholds are met. For example, if a new tariff is applied to a category of imported goods, or if a supplier switches from a domestic to international source.
These rules need to be easy to toggle on and off without triggering errors or disrupting the customer experience. Using feature toggles allows teams to quickly activate or deactivate pricing logic, like markups, discounts, or tariff-related messaging, without pushing new code or overhauling the product catalog. This helps businesses manage the impact of tariffs by adjusting prices to maintain profitability and stay competitive.
Transparent Checkout
Pricing transparency at checkout can make or break customer trust. With tariffs, it’s important to be clear (but tactful) about why prices may be higher than anticipated. While customers are often understanding when cost increases stem from external factors like tariffs, calling too much attention to it can carry political weight. Subtle cues, like brief checkout messaging (“includes import tariffs”) or tooltips can provide necessary context without taking over the whole experience. This builds trust and reinforces your role as a partner navigating these challenges alongside the buyer.
Inventory and Fulfillment Strategies
When tariffs shift, inventory strategy can make or break a business’s ability to adapt. Stockpiling may offer short-term protection, but it also ties up working capital and increases warehousing costs. On the other hand, lean inventory models leave businesses exposed to price hikes and stockouts, especially when suppliers are also scrambling to adjust to new policies.
This is where AI-powered inventory management becomes essential. By analyzing real-time data and predicting future demand, AI helps businesses strike the right balance between keeping inventory agile without overcommitting resources. It enables smarter purchasing decisions ahead of tariff changes, ensures the right products are stocked in the right regions, and supports faster fulfillment through localized hubs.
Tactics like bundling shipments can help reduce overall shipping costs, while purchase caps can prevent stockpiling and hoarding behavior, especially when customers anticipate future price hikes. With smarter tools guiding planning and sourcing, businesses can respond faster to volatility, protect profitability, and maintain customer satisfaction even as supply chains shift under pressure.
Content Strategy
In times of uncertainty, transparency builds trust. It’s no secret to your customers that tariffs are already impacting prices and fulfillment. Rather than sidestepping the issue, businesses should take the opportunity to be honest and straightforward about how their company is responding to tariffs.
Start by creating a centralized FAQ or content hub that addresses common questions and concerns around fulfillment, order delays, and pricing changes. Offer a live chat or help center for real-time assistance to give customers a way to quickly ask any tariff related questions.
Ensure your overall brand messaging is aligned with your response to tariffs. Communicate clearly across all channels, emphasizing your commitment to supporting your customers through these changes. Position your brand as a knowledgeable partner by offering educational content. A few blogs or explainer videos that break down tariff impacts and how they affect business as usual can go a long way in strengthening customer confidence. And, of course, be ready to pivot and update, archive, or change messaging as market conditions dictate.