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The Ecom Edge by Because Ep 7

The Ecom Edge by Because Ep 7

Shopify growth hacks that turn browsers into buyers

Marc McComas
April 26, 2025

Welcome Back to The Ecom Edge!
Ep 7: Curiosity Over Chaos: How Smart Brands Are Navigating the Tariff Storm

👋 Hey Friend,

We’re living in the golden age of “What now?!”

Every week it feels like another rule changes, another update drops, another curveball gets thrown at ecommerce brands—especially if you’re dealing with imports.

If you're feeling frustrated, overwhelmed, or even a little judgy about the current state of things (we see you, tariff drama 😤)—let’s take a deep breath. And borrow some wisdom from the one and only Ted Lasso (by way of Walt Whitman):

“Be curious, not judgmental.”

This issue is about shifting perspectives, exploring smart workarounds, and rediscovering that curiosity is still your ecommerce superpower.

Let’s get into it. 👇

👟 Tariff Engineering: The Converse Conundrum

Let’s rewind to high school for a sec. Remember those Chuck Taylors you had in every color? Still iconic. Still everywhere. Now owned by Nike. But there’s something subtle about them you might’ve missed:

When you opened the box, they had felt on the bottom.

Not for grip. Not for comfort. And definitely not for style.

According to a 2013 Smithsonian Magazine article, the felt is there for one reason: tariffs.

Here’s the deal:

Shoes with rubber soles are taxed at 37.5% when imported.
Shoes with fabric soles (like slippers) are taxed at just 3%.

Converse figured out that if they added enough felt to cover 50% of the sole’s surface area—boom, they qualified as a house slipper.

Me, realizing my Converse were technically ‘house slippers’ this whole time.

🧠 Enter the term: Tariff Engineering

Designing products in ways that help them navigate international tax codes more efficiently. Sneaky? Maybe. Smart? Very.

Tariff engineering is the strategic design or classification of a product to qualify for lower import duties. It’s been used across industries—from footwear to toys to tech—and it’s a perfect example of how curiosity can lead to creative problem-solving.

Take Marvel, for example. To avoid the higher tariff on “dolls” (defined as human figures), they argued in court that their X-Men action figures weren’t human at all, but rather non-human mutants. The result? Lower taxes—and an iconic legal win that comic fans and customs officials are probably still laughing about.

So yes—your Converse sneakers are classified as slippers, and your superheroes are technically aliens.

Welcome to the strange, strategic world of tariff engineering.

🛠️ How Any Brand Can Start Thinking Like a Tariff Engineer:

✅ 1. Review Your Product Classifications
Revisit your import codes. The classifications you’ve used for years might no longer be the most advantageous. One tweak could save thousands.
✅ 2. Audit Packaging and Materials
Ask yourself: could a small packaging change reduce duty rates? Converse added felt. What could you add, remove, or reposition?
✅ 3. Consult Your Customs Broker or Freight Partner
They’ve seen it all. Ask them what other creative (and compliant) strategies are out there for your category.
✅ 4. Align Internally
If you’re launching a Tariff Sale or changing shipping strategy, loop in your marketing and CX teams. These shifts aren’t just logistics—they’re stories.
✅ 5. Start With One SKU
You don’t need a massive overhaul. Pick your top-performing or highest-duty product and dig in. One win here can fund future experiments.

💡 Pro Tip: Small Tweaks, Big Wins

You don’t need a complete product overhaul to think like a tariff engineer. Sometimes, one tiny, thoughtful tweak—like Converse adding felt—can unlock major savings without sacrificing your brand’s soul.

Start by asking: where could a simple adjustment create a smarter outcome? Stay curious, stay creative, and remember—those who look for small opportunities now will be the ones who thrive later.

📦 Should You Run a "Tariff Sale"?

Brands everywhere are getting scrappy right now—and some are leaning into the tariff conversation by launching unexpected sales. You might be seeing "Tariff Sales" popping up in emails, ads, and even site banners.

Why? Because it's a clever (and timely) excuse to:

✅ Clear out older inventory
Use the tariff narrative as a reason to move aging SKUs while you still can—before potential cost increases hit.

✅ Build up extra capital
Ramping up cash flow now gives you a bigger cushion for the uncertain months ahead. (Especially if new shipping and production costs kick in.)

When your tariff sale starts clearing out old inventory faster than you expected.

✅ Acquire new customers
Customers love a "reason" for a sale. Tariff sales feel urgent, time-bound, and "in the know," making shoppers more likely to act fast.

✅ Stand out with humor
You don't have to be heavy or serious. Smart brands are adding a little wink: "Tariffs got you down? Us too. Here's 15% off to soften the blow."

💡 Pro Tip: Make It Feel Like a Moment, Not Just a Discount

If you run a Tariff Sale, don’t just slap on a discount banner and hope for the best.

Turn it into a story your customers can connect with. Here’s how to elevate it:

✅ Give it a clear theme:

“Tariff Troubles = Your Treasure”

“Our Headache, Your Hookup”

“Before the Tariffs Hit, Here’s a Treat”

✅ Anchor it in urgency:

• Set a firm end date: “Prices go back up Monday at midnight.”

• Use countdown timers (email, SMS, PDP).

✅ Lean into honesty and humor:

• Tell your customers: “We’re feeling the pressure—and we’d rather give you a deal than pay extra fees later.”

• Light, human, relatable. No doom and gloom.

✅ Tie it back to loyalty:

• Thank your existing customers first.

• Offer a bonus (like early access) to your email/SMS list before the general public.

Remember: Great brands don’t just run sales.

They create moments that customers want to be part of.

🧭 Curiosity Is Your Competitive Edge

So what does this mean for you?

The brands that are winning right now aren’t just optimizing ad spend and flows—they’re reframing how they look at problems.

Instead of asking:

“Why are these rules so dumb?”
“Who’s to blame for the supply chain mess?”

Try asking:

“What creative ways can we respond?”
“How can we rework our packaging or shipping options?”
“What else have we been doing ‘by default’ that could be reimagined?”🛠 Tool Ideas: Stampy for handwritten-style notes, Loop for personalized returns, PostPilot for printed mailers.

Curiosity doesn’t just spark innovation—it keeps your brand resilient when things get weird (and they will).

And if all else fails? Channel your inner Ted Lasso:

Be kind.
Be curious.
And when in doubt… ask why there’s felt on your sneakers. 😄

More to come next issue—until then, keep asking good questions.
– Marc