How Trump's New Tariffs Are Driving Global Brands to Europe

Fabio Zuccato
4 apr
3 minuten om te lezen

Bijgewerkt op: 8 apr

Trump’s new tariff policy may be a setback for U.S.-bound trade—But It’s a golden opportunity for global brands to shift focus toward Europe.

The global shift: what just happened?

On April 2, 2025, former U.S. President Donald Trump announced sweeping new tariffs on imports, affecting trade with the European Union, China, and several other key regions. These changes include a baseline 10% tariff on all imports into the United States, and up to 20% on products from the EU.

The move, positioned as an economic protectionist strategy, has sent ripples across global markets. While many brands are scrambling to adjust their pricing and supply chains for U.S. sales, a strategic shift is already underway: brands are redirecting their international expansion efforts to more stable and scalable markets—Europe being the most attractive among them.

What Trump's New Tariffs mean for brands worldwide

For ambitious global brands, this is not just a threat. It’s a wake-up call and a moment of clarity. Here’s what it means:

Higher entry costs into the U.S. Brands exporting to the U.S. now face tighter margins, costlier logistics, and unpredictable policy changes.
Uncertainty and instability The volatile nature of U.S. trade policy introduces risks that can impact inventory, pricing, and long-term planning.
An open door to Europe The European market remains a large, wealthy, and digitally connected consumer base. With the EU maintaining regulatory cohesion and a relatively business-friendly climate, it offers a logical next step for international expansion.
Diversification is now critical Relying on one dominant market is no longer viable. Brands that distribute their efforts across several regions are better protected against global economic shocks.

Europe: the strategic alternative to the U.S.

Let’s break down why Europe is now the #1 expansion target:

500+ million consumers across 27 countries
Unified market standards under the EU
Growing eCommerce adoption and mature marketplaces (bol.com, Zalando, Otto, Amazon Europe)
Access to multiple markets through a single regional strategy

Europe allows brands to scale smartly, leverage centralized logistics, and benefit from efficient cross-border trade.

How to respond strategically: a 3-step plan for brands

Step 1: Evaluate current exposure

What percentage of your international revenue depends on U.S. sales?
What are your product categories' vulnerability to tariffs?

Step 2: Build a European Go-To-Market plan

Identify top-performing EU marketplaces for your niche
Assess local compliance needs (VAT, product registration, etc.)
Define logistics and fulfillment strategies

Step 3: Localize & launch

Adapt product listings, pricing, and marketing for European audiences
Register for VAT in target countries
Set up scalable fulfillment (e.g., FBA Europe, local 3PLs)

Where Europe Brand Gateway Comes In

At Europe Brand Gateway, we specialize in exactly this kind of pivot.

We’re not just a service provider—we’re your trusted expansion partner, helping you:

Launch in European marketplaces like bol.com, Amazon EU, Zalando, and more
Handle compliance (VAT, product labeling, registration)
Set up fulfillment and logistics, including inventory management
Translate and localize your content for native customer engagement
Optimize advertising and conversion, so you don’t just enter—you scale

We make sure your expansion is smooth, compliant, and revenue-focused.

Conclusion: make the smart move before your competitors do

Tariffs are forcing brands to choose: absorb the costs of the U.S., or pivot smartly to more promising markets. Europe is not only a safer bet—it’s a growth engine.

With the right support, brands can use this moment to reposition themselves, diversify globally, and capture a market full of opportunity.

Let EBG be your gateway to Europe.

Ready to make the shift? Book a free expansion strategy call today.