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The Effect of Tariffs on Ecommerce Companies - Sink or Swim?
This week in Win in Marketing
Will Ross
April 18, 2025
In partnership with
Can Ecommerce Companies Survive Trumpâs Tariffs?
A Founderâs PleaHere, you see the founder of Cuts Clothing, Steven Borrelli, make a statement that has gone semi-viral on X. As a bootstrapped American brand that scaled to millions in revenue and created hundreds of jobs, Borelli warns that these rapid changes could cripple thousands of eCommerce businesses. He supports reshoring and the broader âAmerica Firstâ vision - but stresses that companies need at least 9-12 months to adapt. Without that runway, many lean, high-growth brands may not survive the squeeze. What do you think about this? |  |
The reality is clear: The days of easy global sourcing and margin-friendly imports are coming to a close.
But this isnât the end for Ecommerce - itâs a new chapter.
The brands that will survive and thrive are the ones that act now to localize supply chains, diversify manufacturing partners, and re-engineer pricing models with leaner operations in mind.
Expect to see a wave of nearshoring, with brands looking to Latin America or even U.S.-based partners for faster, tariff-free production.
At the same time, customer education and brand storytelling will become even more critical.
Consumers may need to accept slightly higher prices - but if your brand clearly communicates the âwhyâ behind the change, and ties it to quality, sustainability, or American job creation, many will get behind you.
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Credit: Dunkin
Rebranding is Hard - Hereâs How You Nail itâŠ
Rebranding is one of the boldest moves a company can make, and one of the trickiest to get right.
Done well, it will do more good than you could ever comprehend.
Done poorly, it confuses your base and muddies your message.
The key? Strategy first, visuals second.
Look at Dunkinâ dropping âDonutsâ to signal a broader menu, or Liquid Deathâs branding shift toward a bolder, more rebellious tone to own its niche.
These didnât just look good - they felt right because they aligned with where the brand was headed.
Great rebrands start with clarity: Who are we? Who are we for? Why now?
Then the visual identity becomes an extension of that clarity - not a cover-up for confusion.
If you're rebranding, donât just aim for different. Aim for inevitable.
