How US eCommerce businesses can navigate changing global trade realities

US trade policy is entering a period of rapid change, with new proposals, tariff revisions, and pauses emerging in real time. A baseline 10% tariff on most imports has been proposed, alongside country-specific increases, including a reported 145% tariff on certain Chinese goods. Even though the broader tariff package has been paused for 90 days (with the potential for an extension), the trend suggests stricter trade policies and a more volatile global market.

These shifting trade conditions are prompting US eCommerce businesses to take a closer look at both ends of the global commerce equation:

• Upstream: how to source goods from international suppliers amid rising tariffs and policy shifts

• Downstream: how to sell across borders while managing FX, payment complexity, and export-related duties

From higher import tariffs to retaliatory duties on US exports, global commerce is becoming increasingly complex, and companies must adapt to protect their margins and stay competitive. While challenges like rising input costs and currency risks are real, they also create an opportunity to rethink sourcing strategies, strengthen supply chain resilience, and optimize how money moves across borders.

That’s where solutions like Airwallex come in – helping businesses reduce the cost and complexity of cross-border payments, improve cash flow, and stay agile in a fast-changing trade environment.

What does this mean for eCommerce businesses?

Whether sourcing or selling goods, US eCommerce brands face growing pressure across the supply chain. Rising import tariffs are increasing the cost of materials and goods, while retaliatory duties from foreign governments are making US exports more expensive and less competitive.

And tariffs aren’t the only challenge. Payment friction, like misaligned currencies, settlement restrictions, and limited local payment methods, can quietly erode margins and reduce checkout conversions.

To stay competitive in international markets, businesses must go beyond shipping logistics. It’s now critical to price in local currencies, offer regionally preferred payment methods, and simplify how funds are collected and settled across borders.

These mounting pressures – from currency volatility and fulfillment delays to shifting trade policies – are prompting many eCommerce brands to reassess their supplier mix and go-to-market strategy. In fact, according to a 2024 NFIB survey, nearly half of small businesses report that rising tariffs and shipping fees are affecting profitability. As a result, many are adjusting pricing, sourcing, or operational models to stay resilient.

The importance of diversifying sourcing markets

US businesses have long relied on a concentrated set of sourcing regions – particularly China – for everything from raw materials to finished goods. According to US Customs data, de minimis imports surged from $9.2 billion in 2016 to $54.5 billion in 2023, with Chinese sellers accounting for nearly 60% of all shipments. 

Image source

However, recent trade policy shifts – including the May 2025 removal of the de minimis exemption for imports from China – have introduced new costs for US eCommerce businesses, particularly those relying on high-volume, low-value shipments.

With further policy changes under review, many are reassessing the risks of depending too heavily on a single sourcing region. While this concentrated approach once helped drive down costs, it now increases exposure to tariff hikes, shipping delays, and regulatory disruption.

Companies with flexible, multi-country sourcing strategies will be better equipped to absorb shocks and maintain continuity as US trade policy becomes more unpredictable.

Although China remains a major hub for global manufacturing, alternative markets are gaining traction rapidly. Countries like India and Mexico are expanding their manufacturing capacity and attracting global businesses with competitive labor costs, improved infrastructure, and favorable trade relationships.

Regionalizing or nearshoring parts of the supply chain can offer cost and compliance advantages. At the same time, diversifying sourcing helps reduce risk and opens the door to better pricing, stronger logistics resilience, and new growth opportunities.

The rising complexity of selling internationally

Just as import rules are tightening, US businesses exporting goods abroad face new challenges. In response to US tariff actions, several countries have imposed retaliatory duties on American-made products, increasing the cost for overseas buyers and dampening demand.

Even beyond trade policy, operational challenges make global selling more difficult. For example, businesses selling to international consumers often face: 

• Forced or double currency conversions, caused by payment processors that don’t support local settlement, leading to unnecessary FX charges when payments are routed through your home currency.

• Inflexible settlement rules, where payouts are automatically converted and settled in USD, even if the buyer or seller uses a different currency. 

• Limited local payment options, leading to checkout dropoff for international markets. 

Much like diversifying your supplier base can increase resilience, localizing your payment infrastructure can help preserve margins and improve performance in international markets. That includes accepting local currencies, settling LFL, and automating conversions when needed.

Steps US eCommerce businesses can take to strengthen global operations

Expanding or diversifying your global operations may seem complex, but it presents tremendous opportunities to improve resilience, reduce costs, and fuel long-term growth.

Here are six key steps US businesses can take to get started:

1. Evaluate opportunities to diversify your supplier base: Many US businesses are exploring new sourcing regions to reduce reliance on a single market and mitigate the impact of rising tariffs. While shifting suppliers can be complex, financial partners like Airwallex make it easier to support global operations, with local currency payments in 60+ countries and a strong presence across APAC.

2. Localize your customer experience in global markets: To stay competitive abroad, businesses must go beyond shipping and logistics. That means offering localized pricing, regionally preferred payment methods, and flexible checkout options that match buyer expectations.

3. Stay up-to-date on trade agreements and their limitations: The US has multiple active trade agreements, including the United States–Mexico–Canada Agreement (USMCA), which can offer access to regional suppliers and support cross-border operations. However, recent tariff actions and shifting trade policies may affect how those benefits are applied. Staying informed and consulting trade or legal experts is key when evaluating new sourcing regions.

4. Adapt to local market realities, from fulfillment to finance: Understanding regional logistics, production lead times, and business practices can improve supplier relationships and help avoid costly delays or miscommunications. On the financial side, optimizing how you collect and settle funds can preserve margin and simplify reconciliation, especially when dealing with multiple currencies. 

5. Access government resources: The US Commercial Service and the International Trade Administration offer market research, trade data, and supplier matchmaking for businesses looking to expand or shift sourcing internationally.

6. Optimize cross-border transactions: Expanding global operations requires fast, reliable, cost-effective financial infrastructure. Airwallex helps streamline global payments and protect revenue in fast-changing trade environments.

How Airwallex supports US eCommerce businesses expanding globally

Whether navigating tariff-related supply chain changes or adapting to customer expectations in international markets, your financial infrastructure plays a critical role in maintaining margin and momentum.

Airwallex helps US eCommerce businesses operate more efficiently across borders – removing payment friction, preserving revenue, and accelerating growth.

With Airwallex, you can:

✔ Accept payments in 130+ currencies and settle funds like-for-like to avoid unnecessary FX fees

✔ Offer 160+ local payment methods to boost international checkout conversion and meet buyer expectations

✔ Pay suppliers and partners in over 150 countries, with 90% of transactions routed through local rails for faster, lower-cost delivery

✔ Open multi-currency accounts with local bank details in 60+ countries to collect and manage revenue across markets

✔ Save up to 80% on FX fees, thanks to access to 60+ trade currencies at interbank rates

Instead of relying on multiple providers for collections, FX, and payouts, Airwallex brings everything together in one platform, helping you stay agile in an increasingly unpredictable trade environment.

How Wayo reduced FX friction and improved global payment reliability

New York-based merchandise platform Wayo faced rising costs and inefficiencies when managing high-value cross-border transactions with overseas suppliers and global customers. As the company scaled, it struggled with blocked payments, high FX fees, and the complexity of reconciling payments across multiple platforms.

By switching to Airwallex, Wayo eliminated blocked transactions, lowered FX costs on large international orders, and streamlined global payments through API and QuickBooks integrations.

Build a resilient global business, from sourcing to selling

The evolving trade landscape presents real challenges for US eCommerce businesses, from rising import costs to shifting duty-free thresholds. But with the right strategy and financial tools, these headwinds can become opportunities.

Your business can stay agile and competitive, even in uncertain conditions, by diversifying your supplier base, simplifying cross-border payments, and reducing FX costs.

Airwallex gives you the infrastructure to manage global operations with confidence.

Unlock smarter global operations – ‌get started with Airwallex.