Just as international businesses were getting used to calmer trade waters, the tariff tide is rising again—and fast.
On April 2, President Donald Trump announced a sweeping new round of tariffs, including a universal 10% levy on all imports to the US, and a punishing 60% tariff on goods from China, effective this month. For companies selling into the US or sourcing from China, the pressure is on.
This is more than a headline-grabbing campaign promise. It’s the return of Trump-era protectionism with teeth, speed, and the potential to upend business as usual.
So, what does this mean if you’re running a mid-sized company that plays in global markets?
This Isn’t Theoretical. It’s Happening.
Whether you’re an Australian food exporter, a German precision tool manufacturer, or a Singaporean electronics brand, these tariffs could significantly raise your costs, shrink your margins, or even push you out of the US market – unless you act quickly.
While some voices in the market will argue that Trump’s legal ability to impose such sweeping tariffs is limited, that doesn’t appear to be slowing him down. The President is dusting off the same legal tools he used during his first term – Section 232, Section 301, the International Emergency Economic Powers Act, and more. The machinery is there, the precedent exists, and the momentum is real.
How to Protect Your Business in a Shifting Trade Landscape
If you’re selling internationally, it’s time to move swiftly and strategically, to get ahead of the curve quickly. Here are eight practical steps you can take.
1. Don’t Put All Your Containers in One Port
If you’re still heavily reliant on manufacturing in China, it’s time to diversify. Countries like Vietnam, Mexico, and India are stepping up as alternative production hubs with strong capabilities and lower tariff exposure.
Pro tip: Look for locations with existing trade agreements with the US and check labour availability and logistics infrastructure before making the leap.
2. Explore US-Based or Tariff-Free Assembly
In some cases, moving final assembly into the US or into a Foreign-Trade Zone (FTZ) could give you flexibility to defer or reduce some tariffs. FTZs offer over 290 sites around the US and can significantly reduce landed costs.
3. Consider Setting Up Shop in the US
We’re seeing a new era of regionalised supply chains—don’t rule out the idea of being ‘made in America’.
While it might feel counter-intuitive – especially when you’re wrestling with the concept of heavy new tariffs – moving operations to the US can actually be a smart, long-term play. Onshoring not only helps you avoid tariffs entirely, it can offer significant cost advantages. I work with companies that are actively considering this option right now.
If you sell to the US, manufacturing there and bringing supply close to the market automatically eliminates international freight and insurance charges and slashes lead times. The cost of doing business, cost of labour, cost of living and cost of energy are significantly lower in many US states than in other developed economies, which may reduce your overall cost of doing business.
What’s more, individual US states are actively competing to attract foreign investment with generous incentives – think grants, tax breaks, and even near tax-free status for qualifying companies. All of which means that for some companies, setting up in the United States might make more commercial sense than continuing to export.
4. Think Beyond the Stars and Stripes
Let’s be honest though. Establishing operations in the United States won’t be for everyone. If the US is your biggest market, these new tariffs might make it your most expensive one. Just as I have clients looking at setting up in America, I know of others manufacturing in China for whom selling in the States has become virtually impossible, almost overnight. Those businesses are searching for new markets other than the US.
If you can’t see yourself with an office in New York or San Francisco, or a warehouse in Chicago or Miami, now’s the time to consider growth opportunities in Western, Central and Eastern Europe, Southeast Asia, Australia, or the Gulf. Many of these regions offer strong demand and fewer trade headaches.
5. Price Smarter, Not Just Higher
You might need to raise prices—but do it thoughtfully. Can you spread increases across your range? Are there higher-value SKUs where your customers will absorb a bump? Is there room to strip cost from elsewhere in your supply chain?
Pro Tip: Don’t just pass costs on—make it clear what value you’re delivering.
6. Try a Bit of Tariff Engineering
7. Review Your Contracts Before Trouble Hits
8. Get Professional Help
What To Do This Quarter: A Quick Action Plan
- Audit your US exposure – how much of your revenue is at risk?
- Model the impact of a 10%–60% tariff on your margins.
- Prioritise supplier diversification – don’t wait for the pain to hit.
- Schedule a conversation with your trade advisor or broker.
- Communicate with customers about potential changes in price or lead time.
This Isn’t the First Storm—and It Won’t Be the Last
The rules of global trade are shifting—again. But companies that act early, stay flexible, and make informed decisions can still come out ahead.
Now’s the time to ask: Are we ready? Are we resilient? Are we agile enough to turn this into a competitive edge?
Want a copy of my new Executive Checklist for International Companies Selling to the US? Comment on my LinkedIn post here and I’ll send it across.
If you enjoyed this article, you might also like my piece, How did the Trump administration calculate its Liberation Day tariffs?.
I’ll be writing more about different aspects of the new tariff regime over the coming weeks. Meantime, if you’d like help navigating what the tariff regime means for your international business and developing a strategy to get you the best outcome, my team and I are here to help. Connect with me on LinkedIn.
