Everybody’s freaking out over the de minimis changes. Here’s why you shouldn’t rush to raise prices.

Starting August 29, duty fees hit parcels under $800.

Your margins take a hit. I get it.

But rushing a price increase could hurt conversion and weaken the trust you’ve built with customers.

Here’s what smart operators are doing instead:

Audit your landed costs now. What’s the true cost per SKU across regions? Get the real numbers before making decisions.

Don’t hike prices just yet. Test adjusted pricing on segmented traffic. New customers vs. past purchasers react differently to price changes.

Redirect low-margin SKUs to U.S. or Mexican fulfillment partners. Skip the surprise shock for customers and create a smoother margin reset.

The goal: Preserve customer experience while protecting your economics.

Brands that handle this strategically keep their customers. Brands that panic and raise prices across the board lose them.

This is a supply chain problem, not a pricing problem. Solve it like one.