The USA is tightening its trade policy - with far-reaching consequences for the international movement of goods. A comprehensive tariff on imports and targeted measures against Chinese products are not only changing the rules of the game for global supply chains, but are also presenting European retailers with new challenges. The current situation calls for a strategic rethink - especially in procurement, pricing and logistics processes.
What are the US government's concrete plans?
Since April 2025, the US government has levied a flat import duty of 10% on almost all products, 25% on steel, aluminum and car parts, among others, and specific punitive tariffs of up to 145% on goods from China. At the same time, the duty-free limit for small imports from China was lifted - every shipment, no matter how small, is now subject to declaration and duty. President Donald Trump described these measures as a “Liberation Day” initiative with the aim of protecting American production and jobs. Initial talks to defuse the situation have been held. But the situation is turbulent.
Consequences for international trade and logistics
Supply chains under pressure
The effects are already being felt: large logistics companies such as DHL are suspending some B2C deliveries to the USA, particularly for shipments with a value of over 800 US dollars. Ports on the US West Coast are reporting a 44% drop in freight volumes. Logistics companies and retailers are having to change their processes and look at alternative sources of supply.
Trade diversion and price increases
Individual companies are relocating production or negotiating with new suppliers outside of China. Mattel, for example, is planning to withdraw parts of its production from Asia and is forced to increase prices - a trend that could spread to the entire consumer goods market. The Consumer Technology Association warns that technology products such as smartphones and laptops could become up to 30% more expensive in the USA.
Situation in Europe, Germany and China
While China is responding with diplomatic pressure and potential countermeasures, Europe is looking for a middle way. But here, too, people are looking around: The European Union is currently putting out feelers in the direction of the trans-Pacific and would like to refresh partnerships here, according to the EU Commission. In the UK, a new trade agreement has been concluded with the USA, which includes reciprocal tariff reductions. Overall, there is growing pressure on export-oriented companies to diversify their supply chains and reduce their dependence on certain regions.
Was bedeutet das für den Einzelhandel in Europa?
For European retailers - whether brick-and-mortar or online - the effects are manifold:
- Product range adjustments: Products from or with components from China could soon be harder or more expensive to obtain.
- Rethink pricing strategies: Rising purchase prices are forcing retailers to review their margins or communicate price increases transparently.
- Check customs and logistics processes: Anyone who buys or sells globally has to deal with new documentation requirements and shipping costs.
How retailers can react now
1. diversify supply chains
Sourcing goods from just one country of origin is risky. Retailers should consider alternative sources and supplier countries - even within Europe.
2. adapt communication
Consumers react sensitively to price changes. Transparent communication and a focus on quality and service can strengthen trust.
3. use the digitalization of logistics
Real-time tracking, automated customs processing and more resilient warehouse structures help to mitigate the consequences of trade disruptions.
Effects on the US market
The consequences of the tariff policy are already being clearly felt within the USA too. The strategy, which was originally intended as a protective measure, has side effects: Price increases in the retail sector, supply bottlenecks for everyday products and increasing resistance from customers and companies.
The current US tariff policy is acting as a catalyst for global trade shifts. For retailers, this means being prepared, acting flexibly and critically examining their own supply chain. Those who act early can not only mitigate risks, but also take advantage of new opportunities - for example through strategic product range planning and targeted investments in their own infrastructure.
