In an increasingly interconnected world, the trade tensions between countries affect not only large corporations and governments, but also the a comprehensive e-commerce ecosystem. Decisions on tariffs, export and import regulations, and technology sanctions have a direct impact on the strategy, costs and viability of many online businesses, from marketplace sellers to dropshipping retailers and technology providers.
Next, we analyse how these effects are reflected in certain key areas of e-commerce.
What about Spanish brands that sell on Amazon US?
Selling on Amazon US remains one of the most effective ways to international growth for Spanish brands. However, against a backdrop of trade tensions, the situation is different from previous years.
When a Spanish brand exports products to the US, these may face additional tariffs depending on the type of product and the trade policies in force. When the tariff environment is uncertain, they do not rely solely on shipping products from Spain.
- In sectors such as fashion, some companies with an established presence in that market choose to logistics facilities at the destination to optimise costs and reduce lead times. This is not always publicly announced as a specific strategy due to trade tensions, but This is in response to a more complex tariff and customs environment.
- For SMEs selling on Amazon US, there is a growing trend towards 3PL warehouses in the United States or local logistics partners to anticipate any potential additional costs at the border.
Real-life cases
Although individual cases involving SMEs are not always publicised, recent analyses of the sector show that many sellers have experienced uncertainty when planning stock levels and import costs due to fluctuations in tariffs between Europe and the US. This is pushing them to adapt their market entry strategies North American.
In other words, the Trade tensions do not prevent sales on Amazon US, but they do It is most important to plan in detail import costs, regulatory requirements and logistics chains, in order to remain competitive in a market as saturated as the US market.
How does this affect dropshipping?
Dropshipping – a model in which the seller does not hold their own stock but instead ships goods directly from the supplier to the end customer – is particularly sensitive to changes in tariffs and import regulations.
Until recently, many sellers were able to send low-value goods directly to the end customer without incurring significant customs charges, thanks to the low-value tariff exemption, also known as “de minimis”.
In 2025, that situation changed:
- The United States has abolished the “de minimis” exemption for low-value imports. This means that even small parcels from Asia or Europe may be subject to customs duties and charges at the border.
- End customers are now receiving parcels that incur additional costs, something that did not happen before and which is holding back sales.
The real impact this has had on dropshipping is that it has changed the cost structure. A parcel that used to be sent without any customs charges may now incur unexpected fees, which reduces profit margins and undermines the customer experience if these charges were not anticipated.
Real-life cases
Although the headlines generally focus on major economies or global tariffs, there are widespread views shared amongst the e-commerce sector. Sales staff mainly highlight the following:
- An increase in the total cost of each consignment to the United States following the regulatory changes in 2025.
- A higher incidence of parcels being held up at customs when the declared value did not accurately reflect the sale prices.
- The need to outsource to third-party logistics providers (3PL) or switch to suppliers with stock at the destination in order to remain competitive.
These trends show that, whilst Dropshipping remains a viable option, his The operational structure is being adapted to the new realities of international trade.
What is the situation with US technology providers?
Modern e-commerce relies not only on logistics and sales, but also on technological infrastructure. Many of the tools used by online shops – ranging from payment software to cloud services – come from US-based companies.
Some of the key players in this field are:
- Shopify. Although the company is Canadian, many shops selling in the US use it as their main platform.
- Stripe and PayPal, which are common payment processors.
- Amazon Web Services. It is a cloud infrastructure solution for many e-commerce businesses, particularly those of medium and large scale.
In this case, trade tensions do not lead to digital tariffs, but they do regulatory uncertainty in areas such as data transfer or the regulation of international digital services. In order to continue operating effectively and minimise risks, Spanish online shops must:
- Check where your data is stored and how they comply with the GDPR and any additional requirements if they use global suppliers.
- Assess multi-cloud strategies or alternative European providers for contingencies.
Such considerations do not deter the use of American technology in e-commerce, but they do mean that companies plan their technology stack more effectively in line with international regulatory compliance.
Key strategies for adapting to the new business environment
Trade tensions between the European Union and the United States in 2025 and 2026 are having a tangible impact on e-commerce, with the following developments being particularly noteworthy:
- The need for more rigorous logistics planning. Brands that sell outside Spain cannot rely on ad-hoc solutions if they want to keep their costs competitive.
- Various changes to sales models, such as dropshipping. The removal of certain tariff exemptions has had an impact on costs and the customer experience.
- An opportunity to review and improve technology strategies. Even if there are no digital tariffs, international regulations on data and services mean that greater attention must be paid.
In short, it is a question of a real problem as the current trade tensions have meant that e-commerce businesses operating internationally in the North American market, consider internationalisation, costs and the strategic partners with whom they work.
This reflection and shift in paradigm have meant that operational decisions and those relating to medium- and long-term growth are being questioned and redefined.
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