Tariff Uncertainty? Why E-commerce Brands Stay Invested
Tariffs: The Buzzword That’s Driving Smart Brands Forward
You’ve seen the headlines. Maybe skimmed a tweet. Watched a video breaking down shipping costs and container rates. But to be honest, you may still be wondering what the tariffs increase really means for your ecommerce brand. Now is not the time to pause your marketing investment. It’s time to outsmart, outperform, and outlast.
We get it. And ECD’s got you.
Here’s the thing: tariffs are real, and the only certainty we have is the uncertainty around them. They are putting pressure on inventory, sourcing strategies, margins, and all of this is enough to make any brand feel scared or want to tighten the reins.
But the truth is that pulling back and slowing down on marketing when costs go up doesn’t protect your business; it will only slow it down.
We get it, this may sound unconventional, but now is the time to refocus, not retreat. To double down on your marketing investment or strategies that deliver revenue and retention.
The brands that keep building in moments like these are the ones that come out stronger on the other side. Yes, the grass is always greener on the other side.
See how eCommerce brands like yours are scaling smarter with us.
In this blog, you’ll get a clearer picture of:
- What the current tariff situation means for ecommerce brands
- Why marketing can be your safety net, not your splurge
- What strategies are working right now for DTC brands we have partnered
- How to stay profitable without burning ad spend
No Time to Read? Want us to implement the same core strategies that have driven thousands in revenue, even during tariff uncertainty?
The Current Landscape: Raising Tariffs, Raising Uncertainty
In early 2024, the Biden administration announced proposed expansions on tariffs that would affect a wide range of imported goods (electronics, machinery, raw materials, packaging, and consumer staples). For ecommerce brands that rely on international sourcing, this translates to increases in COGS (Cost of Goods Sold).
And yet, the greatest danger wasn’t really in the tariffs alone, but in how brands and companies are responding to them. Too often, we see businesses respond by freezing budgets, scaling down ad spend, and hitting pause on growth.
PRO TIP: Hesitation rarely pays off.
One of our core values at ECD is how much we care for our clients, their revenue, and strategies. What we are doing is allowing them to surpass the buzz, adjust strategies, reassure, and not pull the plug.
We are shifting spend to retention, doubling down on LTV (lifetime value), and optimizing every owned asset they have.
The Counterintuitive Truth: This is Exactly When to Invest
Tariff volatility creates two things: fear and opportunity. Most brands get stuck in the first.
But the brands that outperform are the ones that recognize:
- Lower competition in ad markets = better efficiency
- Loyalty and retention are cheaper than acquisition
- Your audience is still spending — they’re just more selective
This is the moment to get louder, clearer, and sharper with your message.
It’s a chance to gain visibility while your competitors fade into the background.
When everyone else is quiet, you don’t need to scream. You just need to speak up.
Looking for a tariff-safe growth plan? We got you!
Better to Gain Customers at Lower Margin Than Lose Them Entirely
We get it, when costs go up, holding on to margin feels like the only metric that matters. But here’s what is often overlooked -> future customer value.
If you hit pause, you may, in turn, stall new customer acquisition. The harsh truth is that customers you don’t acquire now will likely end up buying from someone else. Once they’re there, it’s tougher to bring them into your funnel, get them to buy, and ultimately, become a loyal repeat buyer.
Would you rather acquire a customer at a slightly lower margin today, or pay double to earn them back six months from now?
Instead, build your list. Nurture your base. Lock in loyalty. That’s the real compounding ROI.
History Repeats Itself: Lessons from COVID-19 and the 2008 Recession.
Let’s rewind to March 2020. The world paused. Budgets froze. Campaigns were pulled.
But within 60 days, brands like Caraway, Athletic Greens, and Glossier were flooding feeds again, and growing at record speed.
Why? Because they stayed in motion. They built trust while others disappeared. The same happened in 2008. The brands that continued to market didn’t just survive; they exploded post-recession.
Market share doesn’t sit still. It moves. The question is: will you make it move toward you?
What To Do Now: Actionable Marketing Moves Despite Tariff Volatility.
So, yes, if you’ve gotten this far, you’re probably asking yourself: ECD, what should I actually do?
We have built out a quick troubleshooting guide for you:
STEP 1: DOUBLE DOWN ON PERFORMANCE CHANNELS
Meta and Google are still delivering strong ROAS for brands with a clear offer and defined audience. The key now is optimization, not expansion.
- Consolidate audiences
- Strengthen creative testing loops
- Drive traffic to optimized landing pages with defined outcomes
STEP 2: INVEST IN FIRST-PARTY DATA
Now is the time to grow your email and SMS list. This is your direct line to your customer, and the most cost-effective way to drive repeat sales.
Make sure you’re:
- Running list-growth campaigns
- Offering real value in exchange for emails
- Setting up retention flows that feel personal, not robotic
STEP 3: MAXIMIZE RETENTION WITH SMART LIFECYCLE MARKETING
Your existing customer base is gold. Leverage:
- Winback flows
- Post-purchase upsells
- UGC-driven campaigns
- Early access and loyalty offers
- PostPilot direct mail (for that high-AOV reminder nudge)
These are not luxuries. They’re core profit levers.
STEP 4: UPDATE MESSAGING AROUND VALUE & EXPERIENCE
Don’t lean on price. Lead with:
- Longevity
- Customer care
- Craftsmanship
- Reliability
- Brand trust
It’s not just what you sell — it’s what it means to the customer during uncertain times
And here’s another angle to consider:
If your products are 100% made in the USA, that could mean you’re entirely tariff-free, which translates to no added cost for your customers. That’s a competitive advantage you should be shouting from the rooftops. You have a window to win customers by leading with value, trust, and price stability.
STEP 5: DIVERSIFY SMARTLY
Explore alternative sourcing where needed, yes! But don’t forget to diversify your growth strategy too. Don’t just run Meta and hope. Build real conversion paths. Invest in retention. Test Klaviyo popups. Launch loyalty programs.
At ECD, we help brands do all of that, and more.
We’re not just talk, we’re tactics.
Book a call and let’s get to work.
A Final Word: Tariff Uncertainty is Temporary – Market Share Gains Are Forever.
Yes, the terrain doesn’t feel ironclad. But this is a moment, not a life sentence.
Brands that act now will own more real estate in their customers’ minds six months from now.
The cost of silence is higher than the cost of strategy.
ECD works with brands to build revenue rockets, not just media plans! We’re here to help you keep moving because even in uncertain times, growth is still on the table.
You just need the right partner to help you take it.
Your margins might be stressed. You don’t have to be.
We’ll build the strategy. You get the growth.
Written by: Isa
Storyteller. Brander. Coffee-fueled Account Strategist. In a sea of spreadsheets and surface-level decks, Isa Ureña is the compass every team needs—not only guiding clients to meet their goals, but taking them far beyond with sharp insights and even sharper storytelling. E-commerce. Content strategy. Lifecycle marketing. She connects every channel, project, and move with one purpose: building brands that feel real—and deliver lasting results.