The tariff episode, again
The tariff threat is on repeat. Your response shouldn't be.
I have a three-year-old daughter.
If you’re a parent, you know what that means. The same episode of your child’s favourite show. On repeat. Over and over again.
In our house it’s Bluey, The Sign. I’ve lost count how many times we’ve watched this 30 mins episode.
In global commerce, it’s tariffs. And the three year old is the US President.
Trump is not considered a serious person by most of the world. But the consequences of his actions are.
Another threat. Another headline. Now a proposed 10% global tariff.
Rather than write another long explainer, here’s the short version.
If you’re an overseas brand selling into the US, these are the decisions you should make now. And stop procrastinating on.
1. Model the Numbers Properly
Not high-level margin. Not blended averages.
Build a SKU-level landed cost model under both a 10% and 25% scenario. Know your true duty exposure, margin by channel, break-even thresholds, and cash impact.
If you haven’t modelled it, you’re operating on hope.
2. Import at Cost, Not Retail
If you’re shipping DTC cross-border and importing at retail value, you are voluntarily inflating your duty base.
Fix your transfer pricing, importer of record setup, and merchant of record structure.
3. Move Inventory into the US (If Volume Justifies It)
Stop treating the US like just another international market.
Bulk import at cost. Hold inventory in a US 3PL. Ship domestically.
Lower duty base, faster delivery, lower friction, more control. This isn’t just tariff mitigation. It’s operational maturity.
4. Clean Your Product Data
Tariffs expose weak foundations.
You need accurate HS/HTS codes, clear country of origin, a clean item master, and SKU-level cost integrity.
If your ERP can’t tell you margin by SKU by market with confidence, that’s a real problem.
5. Build Pricing Agility
Decide now where you absorb, where you pass on, and what your threshold triggers are. Static global pricing is fragile in a volatile political environment.
6. Decide What the US Actually Is to You
Is it a strategic growth market, a profitable channel, or just incremental revenue?
If it matters, operationalise it properly. If it doesn’t, stop pretending.
7. Stop Delaying
Every time tariffs are mentioned, brands say the same thing: let’s wait and see.
We’ve been waiting and seeing for years.
The bottom line
You can’t control Trump’s next outburst. He has the temperament of a three-year old.
You can control your landed cost model, your operating structure, your pricing logic, and your data integrity.
Stop kidding yourself.
Just like Bluey will play on my TV, this tariff episode will play again. So stop procrastinating on big decisions, just get on with it.