The revival of Donald Trump’s hardline tariff policy is once again sending shockwaves through global supply chains. With new duties imposed on nearly all EU exports to the United States — including steel, aluminium, automobiles, and potentially even pharmaceuticals — the ripple effects are unmistakably global. Yet, amid the uncertainty, opportunities are quietly emerging, especially in the realm of EU–China e-commerce.

As logistics routes are disrupted and factories hit the pause button on shipments, cross-border e-commerce sellers find themselves divided. On one hand, seasoned exporters who anticipated this volatility have already diversified their market strategies. These sellers have expanded into Southeast Asia, the Middle East, and indeed, deeper into Europe, thus cushioning the blow from over-reliance on the American market. As they say in China, “危机之中藏机遇” — within crisis lies opportunity.

Meanwhile, another cohort of sellers, particularly those heavily reliant on the US, are facing mounting challenges. Rising tariff costs are cascading down the supply chain — from shipping to factories to the sellers, and ultimately, to American consumers. For some, the immediate future looks grim. Factories are halting production, logistics firms are suspending deliveries, and sellers are grappling with uncertainty. But this shake-up is already prompting a strategic pivot.

Enter the EU–China corridor

Faced with what European Commission President Ursula von der Leyen calls an “irreversible” breakdown in transatlantic relations, the EU is actively shifting its gaze eastward. Brussels is not only lobbying Washington for tariff relief but simultaneously accelerating efforts to seal new trade agreements across Asia. The message is clear: Europe is diversifying away from its American dependency.

Recent EU–China trade dialogues highlight this realignment. From discussions on electric vehicle cooperation to reducing market entry barriers, both sides are making quiet yet meaningful progress. Plans are underway for a high-level EU–China summit this July, a gesture that symbolises the rekindling of economic ties between two of the world’s largest markets.

The implications for e-commerce are profound. Chinese sellers are already exploring new European channels, and EU-based platforms are welcoming Asian goods with increasing enthusiasm — particularly in high-demand sectors like electronics, fashion, and consumer tech. The EU’s expansive trade network (now covering over 75 partners and €2 trillion in trade) gives it ample room to manoeuvre.

Still, this transition won’t be painless. The US remains an unparalleled consumer market, and shifting supply chains is no overnight task. Yet, as von der Leyen put it: “Not changing is not an option.” The EU is hedging its bets by forging stronger links with like-minded trade partners, including members of the CPTPP, ASEAN, and beyond.

For EU–China e-commerce players, the lesson is clear: resilience lies in flexibility. Sellers must reassess their dependencies, optimise supply routes, and embrace a multipolar trade world. In doing so, they may just find new avenues of growth — not despite the trade war, but because of it.

🗞️ Logistics This Week – EU Market Highlights (Second Week of April)

1. TikTok Shop expands logistics services in Europe

• TikTok Shop has officially rolled out its fulfilment service Fulfilled by TikTok (FBT) in Spain and Germany, offering warehousing, sorting, and delivery as a one-stop solution.
• The service supports parcels weighing up to 20kg and enables flexible inventory management for sellers.
• This marks a strategic move in enhancing TikTok’s e-commerce logistics capabilities within Europe.

2. TikTok Shop updates cross-border entry standards

• TikTok Shop has revised its POP (Platform Operated Partner) seller requirements in Spain, Germany, Italy, and France.
• Entry is now open to experienced merchants with healthy performance records on platforms like Amazon, eBay, and Wayfair.
• New entrants benefit from onboarding incentives aimed at growing seller presence and operational quality in the EU.

3. German retail association files complaint against Temu

• The German Retail Federation (HDE) has formally submitted a complaint to the Federal Cartel Office against Temu, accusing it of unfair competition practices.
• The complaint alleges Temu disrupts fair market order through aggressive pricing and possibly non-compliant business conduct.

4. Zalando embraces AR innovation and restructures in Berlin

• Zalando has acquired DeepAR, an augmented reality technology company, aiming to enhance 3D content for online shopping and strengthen customer engagement across the UK and broader European market.
• In a concurrent move, Zalando announced the elimination of 450 customer service roles in Berlin as part of its corporate restructuring plan, to be completed by late summer 2025.

5. eBay UK boosts seller tools

• eBay UK will automatically leave positive feedback for eligible orders from the end of April.
• A new AI-powered listing tool is also being launched for UK and US sellers, streamlining product uploads on mobile devices.

6. UK introduces new digital market regulations

• From 6 April 2025, the UK’s Digital Markets, Competition and Consumers Act 2024 has come into force.
• The legislation enforces stricter rules on hidden fees and fake online reviews, aimed at protecting consumers and ensuring fairer digital marketplace practices.