The newly introduced 10% baseline tariff on all UK goods entering the US presents a major disruption for UK retailers operating in the American market. Industry leaders have called the move politically motivated and economically short-sighted, warning of impacts on both sides of the Atlantic. Yet regardless of these concerns, retailers now face the reality of operating under new pressure–at a time when inflation, shifting demand, and supply chain volatility were already challenging performance. 

While longer-term strategies like nearshoring or supply chain redesign will take time, technology offers the most immediate path to adaptation - helping retailers respond with more speed, precision and control. It’s not a silver bullet, but it can take the edge off in the short term while laying the groundwork for more resilient operations. 

Where Technology Can Help: The Three Tactical Levers Retailers Can Pull

Tariff management isn't just about reacting–it's about responding strategically. UK retailers can focus on three specific areas where emerging technology solutions can offer outsized impact: optimising landed costs, refining pricing strategies and strengthening inventory decision-making. 

These tactical levers–Landed Cost Optimisation, Pricing Power, and Inventory Intelligence–offer a tech-enabled way to protect margins today and build stronger commercial foundations for the future. 

Minimise duties and reduce freight costs through better sourcing, classification, and shipping. 

Small operational improvements can make a meaningful difference when applied at scale. Accurate tariff classification is a smart starting point–tools like 

, designed specifically for global trade, automate classification and estimate duties upfront, reducing the risk of misclassification and overpayment. This level of upfront visibility is increasingly essential when tariffs can swing landed costs significantly.  

Freight optimisation is another area where efficiency adds up fast. 

 AI-powered cartonisation software improves packaging utilisation, reducing both weight and volume–which not only cuts shipping costs but can also lower tariff exposure in instances where duties are based on shipment value or physical dimensions. 

For structural decisions–such as rethinking sourcing routes or facility locations–

 provides network-wide scenario modelling. Retailers can test the impact of new tariff regimes across sourcing, transport and facility configurations to inform longer-term decisions. This helps avoid reactive cuts and instead identify structural shifts that reduce tariff exposure sustainably. 

Technology also plays a role in unlocking overlooked levers like sourcing agility and duty recovery. Tech tools can accelerate supplier discovery, automate RFX workflows, and simplify duty drawback claims–helping retailers adapt faster and recover costs with less friction. 

Protect margins without undermining competitiveness or customer trust.

Price changes are inevitable–but blanket increases or guesswork-based markdowns risk damaging both performance and perception. Retailers increasingly need tools that can translate complex cost pressures into clear, localised pricing actions.

 supports this through AI-powered forecasting and elasticity modelling, allowing retailers to simulate the impact of pricing decisions before rollout–helping protect both margin and brand trust. As competitors navigate the same cost pressures, market intelligence becomes increasingly important.  

 track real-time market responses, helping retailers position their offerings effectively. Whether the goal is to follow competitor price moves or strategically hold back to gain share, these insights support more confident execution. 

Together, these capabilities support a pricing approach that’s both data-informed and brand-aware–allowing retailers to move decisively, not defensively. 

 Balance stock levels more accurately and reduce risk tied to higher unit costs.

As landed costs rise, the margin for inventory mistakes narrows. Holding too much ties up capital; holding too little risks lost sales. Retailers need more accurate, agile planning to stay balanced. 

 use AI to predict demand at a more granular level—down to individual SKUs and store locations. These tools help retailers match supply to demand more dynamically, protecting working capital without compromising responsiveness. 

To support inventory decision-making at a more structural level, platforms like 

 enable “what-if” scenario planning–modelling how changes in sourcing routes, lead times, or tariff structures could affect stock availability, cost-to-serve and fulfilment speed. This enables smarter calls on where to hold stock, when to reorder and how to adapt inventory flows to shifting logistics realities. 

Retailers will also benefit from leveraging consumer insight tools–such as sentiment analysis platforms and digital twins—to stay closer to evolving demand. These technologies can surface behavioural signals that guide SKU rationalisation, new product bets and replenishment decisions. As price sensitivity increases and preferences shift, aligning inventory with real-world demand becomes even more critical. 

The full impact of the US tariffs will take time to unfold–and so will the most effective response. Not every solution will make sense for every business, especially as levels of US exposure, supply chain maturity, and internal capabilities vary widely. 

Retailers should start by mapping where tariffs will bite hardest: product lines with high US volume, tight margins, or tariff-sensitive inputs. From there, quick wins often come from improving visibility (e.g., tariff classification and pricing simulations) and building responsiveness into sourcing and inventory planning. 

Importantly, many of these technologies can be tested in ways that integrate with core, existing systems–without requiring a major tech overhaul. The priority is less about tech for tech’s sake–and more about targeting operational pain points where faster decisions or smarter trade-offs can meaningfully protect margin from day one. 

Looking Ahead: From Response to Readiness

With US trade policy becoming increasingly unpredictable–underscored by recent tariff reversals and the potential for further regulatory shifts–agility is no longer optional. Retailers who build flexibility into their operations now will be best positioned to adapt to whatever comes next. 

These tools don’t just help retailers weather short-term disruption–they lay the foundation for more adaptive, insight-led decision-making. 

Tariffs are just one pressure in a broader shift: toward a more fragmented, compliance-heavy global trade environment where agility and traceability are becoming non-negotiable. Retailers will need to demonstrate product origin, ESG credentials, and regulatory compliance–not just to clear customs, but to unlock exemptions, build trust, and future-proof access to key markets. 

, which use blockchain infrastructure to create decentralised, verifiable product records, point to what this next chapter might look like—enabling traceability from source to shelf and helping retailers respond to regulatory demands with greater confidence and speed.

For UK retailers, this may also mean rethinking their broader US approach. Some may find that direct-to-consumer models offer better economics than wholesale under the new tariff regime. Others may look to US-based production partnerships that combine British design with domestic fulfilment. 

Technology won’t erase the challenge, but it offers the visibility, control and strategic agility to respond on your own terms. And in today’s environment, that’s a decisive advantage. 

New US tariffs are set to squeeze UK retail margins. We outline the tech that can help retailers respond fast—cutting landed costs, refining pricing and making smarter inventory calls. In a volatile landscape, these tools offer a clear edge in protecting margin and staying resilient.

How Technology Can Help Retailers Navigate US Tariffs

How technology can help retailers navigate US tariffs 

On the ninth of January, 2024, Mark Zuckerberg announced Meta would suspend third-party fact-checking on Facebook and Instagram in the US, citing concerns over political bias and a need to restore trust. Replacing third-party fact-checking is a community notes system, echoing X’s model, where users collectively assess content credibility. Whilst seemingly a minor move relative to the apparent new US cultural status quo, this policy change marks a significant shift in how digital platforms shape, legitimise and regulate what content we see online. 

Meta’s algorithms, designed to maximise engagement and ad revenue, are continually questioned for their hidden influence on public opinion. Many are concerned that profit-oriented algorithms favouring emotionally charged content are distorting content visibility, manipulating geopolitical opinion, and fuelling harmful content creation – justifiably, according to 

Sarah Wynn-Williams’ whistleblowing memoir

 released last month. This, combined with the rising presence of bots, misinformation and deepfakes, intensifies the challenge for businesses to leverage social media platforms as a growth channel whilst maintaining brand safety. 

The implications of these changes can be seen through 4 lenses.

For brands and advertisers, these forces have combined to raise 2 key challenges:

Loosening content moderation policies increases the risk of ads appearing alongside harmful content. With impersonation on the rise, over 40% of advertisers expect brand safety to deteriorate 

 As Thinkbox CEO Lindsey Clay points out, Meta’s fragmented ad delivery makes controlling ad placement difficult, while no single advertiser has enough leverage to force Meta to improve safety measures. Marketers face a dilemma when choosing what types of content appear alongside ads: brand safety filters increase cost while lax brand suitability filters improve reach but risk brand reputation. This trade-off between brand protection and short-term performance metrics remains a strategic challenge. Brands may need to rethink how they mitigate risk while preserving marketing effectiveness, potentially needing to take a longer-term view on ROAS.

The overload of misinformation is driving emotional fatigue and mistrust, reducing users’ responsiveness to traditional advertising. Many now gravitate toward peer-led content or nano/micro-influencer communities as they seek more authentic engagement channels. As Story Collective CEO Josh von Scheiner explains, “There’s so much noise that consumers tune out the vast majority.” To stay relevant, brands must focus on nurturing trust and explore alternative strategies to drive truly intentional and meaningful consumer engagement.

Meta's changing moderation policies create an opportunity for brands to reconsider online trust and transparency.

Those prioritising authenticity can stand out by moving toward curated communities that cut through ad noise. Lush exemplifies this approach by leaving mainstream platforms to focus on ethical PR, owned media, and in-store experiences. We expect more brands to explore new channels to rebuild customer trust and foster deeper engagement. While Meta remains a powerful advertising channel, concerns about effectiveness and brand safety are increasingly well-founded. As Lindsey Clay puts it, “Marketers should choose effectiveness, not ease,” acknowledging that volume and reach alone do not guarantee a positive impact. 

In response, we expect winning brands to bolster their marketing efforts with tech-led safeguards and double down on alternative social channels to cultivate smaller, but more engaged communities.

Brands are investing in AI compliance tools to verify content against guidelines and detection systems like media watermarking or deepfake assessment to authenticate media. Many are also building out first-party data and owned-loyalty ecosystems to reduce dependence on Meta’s tracking capabilities. These strategies reflect a necessary shift toward technology-enhanced, transparency-led marketing where robust infrastructure is as crucial as creative content.

With Meta’s moderation changes likely to expand to the UK and Europe, brands should act pre-emptively: future-proof digital strategies, update playbooks, and invest in supporting technology to protect brand equity. This means acting on both immediate risks and longer-term shifts:

Meta’s recent decision to suspend third-party fact-checking in the US marks a major shift in how online content is governed. Replacing it with a community-led model introduces both opportunities and challenges for brands navigating an increasingly fragmented and volatile digital landscape. Noa's blog explores what Meta’s policy shift means for brands, consumers and the future of content governance.

Meta has Rewritten the Rules: The Shifting Landscape for Social Content Governance for Brands and Consumers 

Day one of Shoptalk saw thousands of retailers gathering to shape the future of the industry and soak up insights from the biggest names in retail. 

The brands that truly stand out are solving a real pain point, delivering quality and reliability at great value. While this seems obvious, many brands struggle to deliver all three of these simultaneously.

Consumer advocacy is crucial to validate authenticity.

 over brand messaging. SharkNinja’s Mark Barrocas shared that over 90% of the brand’s December content was UGC—a testament to the power of consumer advocacy. Companies like 

 are helping brands harness UGC effectively.

Andrew Lipsman emphasised that brands need to expand their retail media strategies beyond the store itself to include off-site and in-store, where foot traffic rivals traditional TV audiences.

Among lots of discussions around the importance of building customer relationships, brand storytelling and experiential retail—there was little focus on 

. Given the current macro headwinds, brands need to balance innovation and measurable business impact. 

New AI-enabled tech is an enabler for efficiency, creativity and customer experience, as long as it is integrated thoughtfully. Kim Waldmann highlighted that AI should be seen as part of a holistic strategy rather than a standalone solution.

Day two brought a sharper focus on social listening, consumer advocacy, experimentation and authentic advocacy.

Social listening is now a must-have for engaging Gen Z. 

Engaging with Gen Z requires brands to be both:

Don’t underestimate the power of experimentation and customer testing in product development. 

The best brands adopt a test-and-learn approach and see how people will respond to a prototype, a great way of doing this is putting it on Indiegogo and let people “vote with their wallets.” A prime example of this is 

Your store associates are an untapped marketing force. 

Retailers are beginning to recognise the immense value in tapping into the knowledge of their frontline employees. Unlike shiny TV adverts with paid TV talent, employee-driven content feels authentic, builds trust and ultimately delivers better performance. 

Shoptalk 2025 ended with: focus, innovation and the future of in-store experiences. 

Staying in your lane can be a competitive advantage.

, shared how critical it has been to focus on product quality and consistency and having faith that customers will respond. In a highly competitive wellness market, AG1 has resisted the temptation to diversify too quickly—staying true to its vision and drive for quality which has certainly paid off. 

The ‘Great Summarisation’ is reshaping content strategy

Brands spend millions on content every year, from emails and direct messages to blogs and articles. As platforms like 

Google’s Search Generative Experience (SGE)

 change how users consume information, brands need to rethink their approach to content marketing. The key question discussed at Shoptalk was this: 

How much of the content brands invest in is actually being read by human eyes? 

Brands will need to adapt by prioritising concise, impactful and AI-optimised content strategies to ensure visibility. 

Store performance is back in the spotlight. 

Physical retail is making a comeback as normal shopping habits return, meaning brands are putting in more effort to create incredible store experiences to tempt a new generation of shopper into stores. 

We had the pleasure of meeting two early-stage technologies providing solutions in the space:

Our insights from Shoptalk Las Vegas 2025 show that retail’s future lies in a blend of connecting with the human customer, data-driven strategy and seamless omnichannel experiences. 

Interested in learning more? We’re always asking if there’s a better way — for businesses to grow, create change through technology, and achieve more meaningful success.

After a packed three days of meetings with leading retailers, brands, tech businesses—plus connecting with our US corporate partners, the True team are back from Shoptalk Las Vegas 2025.  

This year’s agenda focused on the four fundamental qualities today’s consumers expect: customer hospitality, value, inspiration and a strong reason for being. With Liam Buswell and Jamie Campbell representing True on the ground in Vegas, here are their insights from this year’s event. 

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Meta has Rewritten the Rules: The Shifting Landscape for Social Content Governance for Brands and Consumers

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