Tariffs vs. E-commerce: How the Rules Are Changing for Those Selling in the U.S. — Pricing Becomes the Strategic Variable

The increase in customs duties between the USA and Europe requires a shift in pace for Italian companies operating in e-commerce. Dynamic pricing is emerging as a critical lever to protect margins, brand positioning, and competitiveness. The equation seems simple at first glance: higher tariffs mean lower margins. But for Italian eCommerce businesses exporting to the United States, the impact of these new measures goes far beyond profitability. The repercussions affect commercial strategy, brand positioning, logistics decisions, and promotional sustainability. Pricing, often managed rigidly or on a seasonal basis, has now become a strategic lever to be handled in real time.

Logistics and tariffs: a matter of structure (and competitive advantage)

Those shipping from Italy to the USA will need to carefully recalculate the new balance between costs, pricing, and perceived value. The introduction of a tariff on a product can significantly reduce the room for promotional offers, free shipping, or discounts—putting the entire value proposition at risk. On the other hand, companies with logistics infrastructures already based in the United States—such as their own warehouses or through partners like Amazon FBA or 3PL—can avoid the direct application of tariffs upon entry. In this scenario, logistics is no longer just an operational issue but a true fiscal and strategic variable.

Dynamic pricing: the key lever to stay competitive

Pricing is where the real challenge lies. Embracing a dynamic pricing strategy—one that can quickly respond to regulatory shifts, market demand, and local competition—is no longer optional. It’s not just about automating discounts. It means integrating economic, customs, and consumer behavior data into a decision-making process shared between marketing and finance. That’s where collaboration between the CFO and CMO becomes crucial: the CFO provides forecasting models and financial scenarios, while the CMO reads the market and turns those constraints into smart pricing, communication, and targeting strategies.

Technology and automation: the new allies of global pricing

The technological component cannot be overlooked. Managing a multichannel pricing strategy across multiple regions—while considering tariffs, exchange rates, and consumer habits—requires advanced platforms and automation tools. Dynamic pricing solutions, real-time monitoring systems, and integration between ERP, CRM, and advertising tools are now essential to maintaining competitiveness and responsiveness in the market.

Shared governance and adaptability: the key to the future

The domino effect of the new tariff policies extends far beyond the CFO’s office. It directly impacts promotional policies, brand narrative, and the customer experience. Italian companies wishing to continue growing in the United States will need not only new tools but, most importantly, shared governance between those who control the numbers and those who drive demand. In a world where trade barriers change from one quarter to the next, the only constant is the ability to adapt.