Import costs just got more complicated. On May 2, the U.S. government closed a trade rule that had allowed retailers to bring in goods from China and Hong Kong without paying tariffs. That rule, called the de minimis exemption, covered shipments valued under $800. Many of those shipments were faced with new tariffs as high as 145%. Even with a temporary 90-day rate reduction to 10-30% (depending on shipping carrier), tariffs bring long-term change. Some retaliatory tariffs from China have also been suspended. But this reprieve is temporary, and the tariff structure remains uncertain. Sellers are facing higher costs and longer delivery times, especially if they rely on cross-border fulfillment. Retailers that rely on low-cost global supply chains, especially in categories like apparel, electronics, and home goods, are facing higher product costs, slower delivery times, and more complex logistics. 

How tariffs impact returns 

Returns already cost retailers an average of $30 each. Factor in delays, added import fees, and common bracketing behavior, and those costs climb even higher. Rithum’s 2025 Global Returns & Profit Impact Report highlights two consistent triggers for returns: 

  • 33% of shoppers return items that don’t match the description or photos 
  • 54% say delivery speed affects where they choose to buy 

In other words, items are not returned because the merchandise is flawed. But rather, because the item descriptions or delivery timing are not clear. Without the de minimis exemption, inaccurate descriptions and murky delivery definitions will cost retailers and brands more than ever before. 

Product content is part of the solution 

Clear descriptions, accurate sizing, and high-quality images boost shopper confidence, reducing returns. 

Quality control across thousands of SKUs selling through multiple sales channels can be a time and resource-intensive process. One way to lessen the burden while ensuring quality and consistency is by automating these tasks with technology like Rithum’s AI Magic Mapper. This tool helps brands by classifying and formatting listings when uploaded. Fewer miscategorized products and fewer rejections lead to less shopper disappointment. 

Shipping visibility protects your bottom line 

Shoppers expect accurate delivery windows. Otherwise, they’re likely to lose trust in that retailer or brand, leading to order cancellations, negative reviews, and unnecessary returns.  

Rithum’s Delivery Promise tool helps set realistic shipping expectations using supplier and carrier data. The data provides a reliable estimation of when your customers can expect their product to arrive. And Shipping Optimization allows retailers to choose the most reliable and cost-effective fulfillment route.  

A return costs more than a refund 

Yes—tariffs have raised costs, and a return today could cost more than the margin on the original sale. If you ship internationally, you now face new documentation requirements, too. Small delays or product mismatches have more costly consequences than previously. Retailers and brands can get ahead of these costs by having better data, better automation, and smarter fulfillment choices from the beginning of the consumer journey. 

Accuracy is always important, but investing in these capabilities is more pressing than ever. The combination of higher tariffs and rising shopper expectations is eating into margins. The better controls you have in place before checkout, the less likely your customers are to return their purchases. 

For brands, these shifts aren’t just operational; they’re essential. Margins are tightening, shopper expectations are rising, and the cost of a mistake whether it’s inaccurate content, missed delivery promises, or poor fulfillment choices has never been higher. The brands that win will be those who invest now in automation, content precision, and smarter logistics across every marketplace they serve. Rithum helps brands stay ahead by turning complexity into clarity—so you can protect margins, reduce returns, and build lasting trust with customers, no matter where they shop. 

Sean Meeks is President, Brands at Rithum.