The return of reciprocal US trade tariffs in August after months of delays shows how quickly global trade can shift. For companies reliant on trading with the world’s largest importer, this presents a complex reality. While newfound levy stabilities offer a more predictable planning environment, they continue to raise costs and add complexity to already strained global supply chains.
But the real danger isn’t just the tariffs themselves, but how the industry responds. Absorbing costs to stay competitive, pushing them down the chain, or scrambling to renegotiate contracts are all short-term fixes. The deeper challenge lies in the ripple effects that tariffs create: disrupted sourcing patterns, longer lead times, inventory strain and price volatility.
Years of supply chain chocks like Brexit, COVID-19, the Panama Canal drought, and ongoing geopolitical tensions, have kept UK logistics in a constant cycle of firefighting.
This period of permacrisis prevents firms from innovating and increases financial risk. To thrive, the industry must break away from short-term thinking and build future-ready, tech-enabled, and geographically adaptable supply chains. The current window of tariff stability provides an opportunity to act – and to finally break free from the reactive cycle.
Make time for strategy
The first step starts with making time for strategy. For many transport and logistics firms, the biggest obstacle to long-term planning isn’t a lack of awareness, it’s a lack of time. Our research shows that 44% of UK business leaders struggle to focus on strategic priorities, becoming absorbed in day-to-day operational demands. Without deliberate action, immediate concerns inevitably push strategy aside.
The challenge then is not recognising the value of strategy but creating the conditions for it to thrive. This means freeing up leadership capacity, delegating routine tasks, and using external support where possible to ease pressure points.
Independent challenge is also crucial to planning success. Too often, firms rely solely on internal perspectives, creating blind spots that may result in overlooked opportunities and underestimated threats. Engaging external advisers, whether for financial modelling, business restructuring, or investment planning, can provide a vital second opinion and spark the shift that turns strategy into sustained advantage.
Find growth in tariff gaps
Alongside these challenges lies opportunity. The return of tariffs brings cost and complexity, but also a chance for agile firms to gain a competitive edge. Shifts in trade policy, supply chain restructuring, and international rate disparities can present new routes to growth.
Higher levies on Chinese imports, for example, are expected to lead to reduced transatlantic shipping volumes of Chinese-origin goods, indirectly lowering freight demand for UK-based firms tied to US-Chinese trade. In turn, this may accelerate supply chain diversification and boost direct trade with the UK, or alternative Asian markets.
Notably, UK tariffs are more favourable than those of many other major trading partners. As of August 1, the UK harbours a general 10% levy, lower than the EU’s 15% and China’s 30% rate. For steel, the UK rate sits at 25%, much lower than the 50% flat rate imposed on most US trading partners. For automobiles, the UK benefits from a 10% rate on up to 100,000 vehicles exported annually to the US, compared to the EU’s 15% rate without volume caps.
These tariff imbalances offer UK firms a potential market edge. Firms that realign their sourcing strategies can strengthen their position, while freight forwarders and customs brokers may see a rise in demand for advisory services like tariff mitigation and origin planning to help navigate increasingly complex tariff structures.
Flexible warehousing, bonded storage, and multi-modal solutions are also likely to grow as businesses look to reroute goods, with providers like Clipper Logistics already expanding their offering here to meet demand.
Think beyond immediate costs
Strategic discipline matters just as much when deciding where and when to invest in technology. Tools like Automation, AI, and digital fleet management tools can cut costs and boost efficiency, but they require an upfront investment. Competitors that take the leap here gain a competitive advantage, leaving late adopters struggling to keep up.
Too often, investment decisions hinge on immediate affordability, instead of forecasting how costs and revenues will evolve. This short-term view can expose firms to sudden price increases or revenue shortfalls. Instead, firms should regularly stress test their strategies against different scenarios and risks. This helps leaders prepare for scenarios from fuel price swings to changing customer demands or new regulatory changes.
Developing a robust financial model is critical too. Tracking cashflow projections, operational costs and the impact of external market factors can further protect against risk. Building in additional tools like customs and duty optimisation software can help identify cost-saving import or export structures and even leverage free trade zones through route optimisation.
Taken together, these strategies can help position firms to seize opportunities, whether that is through expanding their fleet, adopting new technology, or exploring new markets, rather than shielding against risk.
Lead through change
Tariffs are no longer a temporary disruption – they’re becoming a defining feature of global trade. For UK transport and logistics firms, long-term success depends on moving beyond reactive crisis management and embedding resilience into every part of the supply chain. This starts with making time for deliberate strategic planning, supported by financial modelling, stress testing, and scenario analysis.
Firms that diversify sourcing, invest in automation, and leverage the UK’s relative tariff advantages will be better positioned to adapt and compete. Just as importantly, making space for long-term thinking through leadership focus, structured planning, and external insight will allow companies to turn policy shifts like tariffs into sources of stability and opportunity. The businesses that act now to future-proof their operations won’t just survive the next trade shock they’ll lead through it.
- Sourcing & Procurement

