The 180-day window in which tariffs could radically reshape businesses

If you’re a vice president, director or manager of ecommerce, you’re staring down a 180-day window that could radically reshape your businesses’ unit economics, ad strategy, and supply chain; tariff volatility is back — this time with sharper teeth. Now is the time to act.  

Here are five key steps compiled by ecommerce recruiter, researcher and analyst Harry Joiner that B2B and B2C brands can implement now. 

Why it matters now:

• SKU-level tariff increases of 10%–34% are imminent. 

• Key Q2 selling events (e.g., Mother’s Day, Father’s Day, Prime Day) are weeks away. 

• The moves you make now will determine profitability through Q4. 

5 urgent tariff moves ecommerce leaders must make 

1. Audit tariff exposure
   Start with a granular SKU-level audit, focusing first on top-selling products. Tariffs in the 10%–34% range will hit hardest where velocity is highest — get ahead of it by identifying where the pain will land. This audit isn’t about spreadsheets — it’s about risk prevention and margin preservation.
2. Re-forecast contribution margins by channel
   Your old margin model is now outdated. Build a post-tariff forecast for each channel — Amazon, Walmart, and DTC. Factor in updated landed costs, ad spend elasticity, and fulfillment fees. The goal is clarity on which channels remain profitable, and which need pricing or promotional recalibration.
3. Secure safe listings and fulfillment capacity
   Amazon’s Safe Listing program offers a buffer against sudden de-listings, but it’s a narrow window before Q2 tentpole events. Secure Safe Listings for your top ASINs now. At the same time, confirm your WFS and FBA fulfillment allocations to protect your SLAs for Prime Day and Prime Big Deal Days.
4. Adjust pricing strategy + test elasticity
   Run rapid elasticity tests to determine where you have room to raise prices by 5%–15% without breaking conversion. Use those insights to adjust MAP and MSRP strategies across marketplaces. Price increases should reflect real margin realities — not just cost-plus math.
5. Rewire your fulfillment and channel mix
   Shift toward regional 3PLs to reduce shipping times and costs. Build packaging complies with FFP (Frustration-Free Packaging) to cut Amazon fees. Rethink Walmart — not just as overflow, but as a curated profit center. And finally, lean into Shopify Plus with POS and B2B features to create a more profitable, controllable DTC experience.

Key takeaways for ecommerce executives 

1. Tariffs are a forcing function, not a fluke
   This isn’t a blip. It’s a structural shift. Use this moment to modernize outdated pricing, packaging, and margin models.
2. Precision across channels is your edge
   The best operators will stop treating Amazon, Walmart, and DTC as “copy-paste” versions of each other. Each requires unique margin, pricing, and fulfillment strategy post-tariff.
3. Margin is the new growth metric
   Growth at all costs is over. The companies that win this cycle will protect — and in some cases, grow — margins through tighter execution.
4. Don’t wait until Q3 to act
   Every lever you pull in April and May will determine how you enter Prime Day and finish out the year. Delay now, and you’re playing catch-up until Q4.

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