But here’s the reality: market disruption always presents opportunity.
For brand executives and eCommerce leaders, this is a moment of strategic decision-making. The brands that will thrive in this environment are those that take back control—of their pricing, their distribution channels, and their customer relationships.
The Impact of Tariffs: Why Pricing Pressure Is a Double-Edged Sword
Tariffs increase the cost of imported goods, often forcing brands to either absorb the cost (eroding margins) or pass it along to customers (risking demand loss). But here’s where things get even more complex:
Price Volatility Fuels Unauthorized Seller Activity – When costs rise unpredictably, unauthorized sellers and gray market actors see an opening. They source products through unofficial channels, often at pre-tariff costs, and undercut pricing—leading to channel conflict and a loss of control over brand perception.
Supply Chain Disruptions Create Inventory Gaps – Uncertainty around tariffs often leads to stockpiling or supply chain delays. When brands and authorized sellers run out of stock, unauthorized sellers exploit the gaps, capturing sales at inflated prices or dumping product in ways that devalue the brand.
Retailers Will Prioritize Their Own Margins – If your brand’s pricing becomes inconsistent due to tariff-related pressures, authorized partners may deprioritize your products. This can lead to reduced visibility on key marketplaces, fewer direct retailer relationships, and a shift in consumer preference toward competing brands.
If left unchecked, these factors erode not just margins—but brand equity itself.
The Solution: Take Back Control of Pricing and Distribution
Rather than simply reacting to these pressures, forward-thinking brands are seizing this moment to reclaim control.
Aggressively Remove Unauthorized Sellers to Stabilize Your Market and Reward Your Partners
Unauthorized sellers thrive in times of market instability. The good news? Brands that take decisive action can redirect sales back to their true partners, increase revenue, and eliminate price erosion.
Now is the time to:
Monitor pricing and distribution trends – Identify where unauthorized activity is happening and take immediate action.
Strengthen enforcement – Remove rogue sellers that are undercutting your pricing strategy.
Support authorized partners – Give distributors and retailers confidence that their investment in your brand is protected.
The bottom line – if a reseller isn’t adding value in the sales chain, they’re likely just stealing business from your real partners.
Explore Owned D2C & Marketplace Control for Increased Margins and Price Stability
The brands that will come out ahead are those that own their sales channels—not just relying on partners but selling directly to consumers through:
Brand-Controlled Marketplace Sales Accounts – Instead of leaving Amazon, Walmart, or other marketplaces to third-party sellers who do nothing to increase sales, brands can take control of their own listings, pricing, and fulfillment strategies. Getting closer to your customers will become more and more important in our shifting Commerce landscape.
D2C eCommerce – A robust direct-to-consumer strategy allows brands to set prices, protect margins, and build deeper customer relationships without interference and without undercutting retail and eCommerce partners.
Enhanced Pricing Intelligence – Using data to track fluctuations in price or distribution activity of competitors, and then adjusting accordingly ensures that brands can stay competitive and take advantage of market opportunities.
Turning Tariff Pressure into an Advantage
While tariffs introduce new challenges, they also create a strategic opportunity to reset how brands manage pricing and distribution. The winners in this new landscape will be the ones who:
✔️ Eliminate unauthorized sellers and pricing volatility
✔️ Invest in direct-to-consumer growth
✔️ Leverage technology to track and optimize pricing across channels and against competitors
How is your brand responding to the shifting market? Are you ready to double down on channel control and take advantage of new opportunities? Contact us for an analysis of your market and a session with our brand protection experts who can help you turn economic disruption into your competitive advantage.
