Global e-commerce has always come with its complexities, but tariffs have turned the dial up to 11. For brands navigating international markets, the new reality is shifting regulations, tighter margins, and rising customer expectations.
In Global ecommerce in a time of tariffs, a recent webinar hosted by Acclaro, speakers Miles Paterson, CEO of Global Access, and Jim Okamura, Co-founder of the Global Ecommerce Leaders Forum, tackled the strategies U.S. brands are using to stay competitive. David Hutson of Acclaro moderated the session.
We’ve rounded up a few of our favorite moments from the webinar below. For the full session, head over to our YouTube channel and have a look.
Don’t Wait It Out
“Doing nothing is not a strategy,” warned Jim. Brands hoping tariffs will simply disappear risk falling behind. Instead, they should act now both strategically and surgically.
Miles agreed: “Tariffs aren’t new. Retaliatory tariffs aren’t new. But the rate of change and unpredictability? That’s new—and brands need to adapt in real time.”
Miles pointed to a recent Global Access survey of U.S. e-commerce companies with $10M+ in revenue: Over 80% said they’re entering new international markets in 2025, even as tariffs rise. That’s not retreat, that’s acceleration.
The Three Moves Brands Should Be Making
Miles laid out three critical actions every brand should prioritize:
- Fix Your Messaging
“Don’t let your customer get blindsided at checkout,” he said. “If duties and taxes are part of the price, make that clear. Poor communication crushes trust and conversion.”
- Rethink Logistics
Miles suggests that brands get creative. “If you look at consolidating shipments using regional fulfillment centers, or even partner with a 3PL, that offers volume-based discounts.” This is one of several strategies brands are exploring but it’s important to make sure you don’t overcorrect.
- Restrict, Don’t Retreat
Instead of pulling out of high-tariff countries altogether, Miles recommends selectively restricting high-duty SKUs. “Geo-fence the problem products, not the whole market.”
Margins Are Under Siege, So Get Smart
With manufacturing and shipping costs climbing, every operational decision counts. “We’re telling brands to optimize, not overreact,” said Miles. That includes exploring duty-inclusive pricing, getting harmonization codes right, and leveraging country-specific carriers to speed up delivery and reduce surprises at customs.
“Trust is everything right now,” he added. “Your logistics partner messes up? The customer blames you. That’s the reality.”
Consumers Are Watching (and Posting)
Miles highlighted a growing trend of frustrated international shoppers screenshotting tariff surcharges and sharing them on Reddit and social media. “You get one shot to get it right. Mess up once, and you’re out of the cart.”
Jim echoed that sentiment: “Customer experience has to lead. That means localizing everything from marketing calendars to payment methods. You can’t just copy-paste your U.S. strategy.”
Where to Go Next? Flip the Question
As brands reassess expansion plans, Miles challenged the default thinking: “Instead of asking ‘Why this market?’ ask ‘Why not?’” He urged businesses to explore overlooked regions where competition is lower and tariffs less punishing.
The Bottom Line
Miles wrapped it up with a reality check: “The world isn’t going to become one seamless market. Complexity is the constant. Brands that invest in flexible infrastructure and the right partners will win.”
For e-commerce leaders, the takeaway is clear: tariffs aren’t the end of the world, but they are the end of business as usual.
These were some of the highlights we gleaned, but if you’re craving the full scoop, you can watch it here.
Ready to get in on the action and crush global business in this time of tariffs? Let’s talk.
