U.S. Trade Shakeup Opens Door for Nordic Brands (But Only If They're Ready to Deliver)

As new U.S. tariff policies take aim at ultra-cheap imports, Nordic e-commerce brands have a rare opening - but capitalizing on it requires more than great products.
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The United States is in the midst of a structural shift in global trade. The de minimis exemption - a rule that has let low-cost goods under $800 enter the U.S. without duties - is being tightened. This directly impacts high-volume Chinese retailers like Temu and Shein, whose pricing advantage has hinged on duty-free treatment and mass scale.
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But as that advantage erodes, the playing field begins to rebalance - especially for brands with something more to offer: quality, trust, and design. This creates a rare opportunity for Nordic consumer brands to gain ground in a market where speed and scale have long overshadowed substance.
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Cheap Is Out - But So Is Slow

Still, opportunity doesn't equal success - at least not automatically. While U.S. consumers may be reconsidering what they buy, how they buy hasn’t changed. They expect speed, reliability, and a seamless experience. Same-day and next-day delivery have become table stakes.

That’s where many European brands hit a wall. Shipping from a warehouse in Finland or Germany with 5-10 day delivery timelines? That won’t cut it - no matter how beautiful the product.

As Antti Moilanen, Global Head of Partner Platforms of eBrands, puts it:

“The time of shipping from Europe to North America is, for most categories, over. If you're promising 5-10 day delivery, you’re losing the sale - full stop.”

To succeed, brands need localized infrastructure - fulfillment, warehousing, customer service, and compliance - not in theory, but live and operational in the U.S.

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Beyond Tariffs: The Rise of the Merchant of Record Model

What most brands don’t realize is that solving logistics is just one part of the challenge. Once you're in-market, you also need to handle taxes, returns, import compliance, financial reporting, and more.

This is where the merchant of record and importer of record models come into play. These are legal and operational structures that allow a brand to sell like a local e-commerce company - not a foreign entity. Without them, you're likely to run into payment issues, regulatory risk, and customer service failures.

And this is precisely where eBrands steps in.

How eBrands Makes This Work - Seamlessly

At eBrands, we help Nordic and European consumer brands break into complex international markets - with a focus on the U.S., where we’ve already built the operational groundwork most brands lack.

Our platform covers:

• U.S. fulfillment and local warehousing
  So your products are where they need to be - close to your customers.
  
  
• Merchant of Record services
  Covering duties, taxes, financial compliance, and cross-border payments.
  
  
• Import and logistics operations
  Managing your supply chain and ensuring products flow legally and efficiently.
  
  
• Customer service and return logistics
  So you’re not just delivering fast - you’re supporting well.
  
  

We don’t just talk about internationalization - we build the rails for it.

Learn more about how eBrands supports cross-border growth →

From Disruption to Differentiation

Let’s be clear: The tightening of U.S. trade rules isn’t a temporary policy headline. It’s a long-term shift in consumer expectations, regulatory structures, and market opportunity.

Those who act now - and act smart - can claim ground that will be harder to win later. But moving fast doesn’t mean rushing blindly. It means launching with the right infrastructure, partnerships, and market insight from day one.

If you’re a Nordic brand looking to make the leap, this is the window. But you’ll need more than ambition - you’ll need execution. Let’s build it.

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