Ecommerce Trends: How Retailers Say They View Tariffs in 2026

Why It Matters

Tariff dynamics directly affect ecommerce pricing, profit margins and consumer demand, shaping competitive strategies across the sector. Legal and policy shifts could redefine cost structures for thousands of online sellers.

Key Takeaways

• Best Buy reports flat selling prices despite mid‑teen tariff rate
• e.l.f. Beauty sees 30‑bp margin dip, tariff rate at 45%
• Under Armour margins fall 310 bps, tariffs primary cause
• Resale platform ThredUp gains customers as tariffs raise prices
• Supreme Court case could alter U.S. tariff regime

Pulse Analysis

The tariff shock of 2025 forced many online merchants to absorb higher import duties, prompting price hikes in categories like toys, furniture and consumer electronics. By 2026, leading retailers have refined supply‑chain tactics and pricing models, allowing them to downplay the immediate impact on shoppers. The International Monetary Fund’s upbeat growth forecast adds a macro‑economic cushion, yet uncertainty remains as the U.S. Supreme Court weighs arguments that could either sustain or dismantle the current duty regime.

Margin erosion remains a central concern for high‑volume sellers. Best Buy’s executive team reported that average selling prices are essentially flat year‑over‑year, despite an effective tariff rate hovering in the mid‑teens. e.l.f. Beauty disclosed a 30‑basis‑point dip in gross margin, attributing the decline to a still‑elevated 45% tariff rate, though it notes the rate has fallen from a peak of 170%. Under Armour echoed these pressures, citing a 310‑basis‑point margin contraction largely driven by higher duties. These disclosures illustrate how even modest tariff adjustments can ripple through cost structures and pricing strategies.

The broader market response includes a surge in online resale activity. Platforms such as ThredUp are attracting cost‑conscious consumers who seek alternatives to tariff‑inflated new goods, and the impending closure of the de‑minimis loophole is expected to further boost traffic to second‑hand marketplaces. This shift hints at a structural tailwind for resale models, potentially reshaping the competitive landscape as retailers balance duty costs with evolving consumer preferences. Future policy outcomes and legal rulings will determine whether these trends accelerate or recede, making tariff monitoring a critical component of ecommerce strategy.