Marketing Across Borders in a Trade War: Strategies for Growth in Uncertain Times

Expanding into new markets is never simple, but doing it in the middle of a trade war? That’s an entirely different challenge.

With shifting tariffs, supply chain disruptions, and economic uncertainty, businesses that want to grow beyond their borders need a strategy that goes beyond "business as usual." It’s not enough to wait for conditions to improve—you have to adapt, pivot, and make data-backed moves to stay ahead.

Here are five strategies to help businesses navigate cross-border growth in today’s volatile market.

1. Rethink Supply Chains Before You’re Forced To

Many companies only consider supply chain adjustments when disruption has already hit. The businesses that thrive are the ones proactively diversifying.

Instead of relying on a single market for production, companies are shifting manufacturing and sourcing to multiple regions. For example, when U.S. tariffs hit Chinese-made goods, many businesses moved production to Vietnam, Mexico, and India. According to a report from McKinsey, supply chain diversification reduces risk while maintaining cost efficiency.

2. Stop Treating Digital Expansion as an Afterthought

E-commerce and digital-first sales strategies aren’t just an alternative—they’re essential for businesses looking to scale globally.

A study from Statista projects cross-border e-commerce sales will reach $7.9 trillion by 2030. Companies leveraging platforms like Shopify, Amazon, and localized marketplaces are bypassing traditional trade barriers while reaching new customers. The brands that make digital their primary strategy—not just an add-on—are the ones seeing real growth.

3. Position Your Brand Beyond Just Price

When tariffs and inflation hit, customers start looking for more than just "the cheapest option."

Brands that win during uncertain times focus on value, quality, and trust rather than racing to the bottom on pricing. Starbucks, for example, has successfully built loyalty internationally by emphasizing brand experience and cultural adaptation, not just price competitiveness. A strong brand identity can make all the difference when market conditions shift.

4. Work Around Tariffs, Not Against Them

Businesses often react to tariffs with frustration instead of strategy. But smart companies find ways to minimize their impact.

Foreign trade zones, bonded warehouses, and reclassifying products under different tariff codes are all legal ways companies reduce duty costs. Apple, for instance, has used these methods to adjust pricing on products impacted by global trade policies. Understanding and leveraging these strategies can keep your business competitive while others struggle.

5. Get Involved in the Bigger Conversation

Policy changes don’t just happen in a vacuum. Businesses that engage in industry advocacy—through trade groups, lobbying efforts, or public-private partnerships—can shape the future of international trade.

Companies that stay informed and participate in these discussions gain insight before the rest of the market. The ones that remain passive are left scrambling when new regulations take effect.

Final Thoughts

Growing your business during a trade war isn’t impossible—but it does require a different approach.

Waiting for things to "settle down" is not a strategy. The businesses that pivot early, leverage digital, and optimize their supply chains will be the ones that come out ahead.

Now’s the time to make moves that protect and grow your business for the long term.