With longer delivery times due to new customs processing, update the shipping estimates on all your channels without delay. It’s far better for a customer to see “Estimated delivery: 2-3 weeks” up front than to promise 5-7 days and risk frustration when the package is stuck in customs for 10 extra days. To keep delivery promises accurate in a dynamic environment, a solution like Stord has a platform that offers robust AI-powered Estimated Delivery Dates (EDD) and shipping options controls. This technology calculates accurate delivery promises in real time based on carrier performance and new customs variables. Moreover, review all customer touchpoints, such as product pages, checkout process, and confirmation emails, and revise the messaging to clearly communicate new timelines or potential delays. A simple note like, “Due to recent changes in U.S. import regulations, international orders may take an additional 5-7 days to clear customs.” helps manage expectations and reduce support tickets. Similarly, be transparent about any new costs. If you’ve added tariff surcharges or increased shipping fees, mention them clearly like “Includes U.S. import tariffs” or “Free shipping over $75, import fees included”. Customers are more forgiving when they are properly informed. Finally, update your FAQ or shipping policy pages with a straightforward explanation of the changes. It can be something along the lines of, “Why are shipping times a bit longer? New U.S. import rules require all products to go through customs, which may add a few days. We’re working hard to deliver your order as quickly as possible.” This reassures customers you’re on top of it and proactive in addressing delays.

To keep conversion rates strong and encourage buying behaviors that preserve your margins, adjust your promotions around shipping. If you currently offer free shipping on any order, consider setting a minimum order value threshold to encourage larger baskets that help offset duty and processing costs. For ease of implementation, you can use Stord’s A/B testing shipping options controls to easily configure and manage these kinds of conditional free shipping rules directly in the checkout process. Bundling is another powerful lever. By creating product bundles or “buy more, save more” deals, customers can feel like they’re getting a steal, while you benefit from fewer shipments and higher-value orders that better absorb fixed import costs. Another tactic is offering loyalty perks or limited-time coupons to retain returning customers despite price adjustments. For example, “We’ve added some new import costs, but as a thanks for your loyalty, here’s a 10% off coupon on your next purchase.” This small gesture can ease the impact of price changes and keep shoppers coming back. But before rolling out any free shipping or discount offers, run the numbers to ensure they’re sustainable in light of new duties. The goal is to protect your margins while guiding customers toward behaviors that align with your revised cost structure.

Once your shipping estimates and promotional strategies are updated, close the loop with clear customer communication. Own the narrative and be the first to explain why things are changing. Start with a well-crafted email to your subscriber list. For example: “Dear customers, you may have heard about recent trade policy changes in the news. We want to share how this may affect your orders…” From there, explain in straightforward terms that all orders must now clear customs, which may result in longer delivery windows or modest price adjustments, and then emphasize the positive steps you’re taking to manage the situation. On your website, consider adding a banner or notice about shipping changes. This not only sets expectations but also positions your brand as more transparent than competitors. Make sure your customer service team is briefed and add a few Q&As to your support scripts explaining the delays or duty charges. Also consider publishing a blog post or short video explaining the changes and thanking customers for their continued support. More savvy brands can implement personalized inserts within the package to help further manage the communication, and set automatic email triggers to keep customers apprised of any changes. Brands that are upfront and communicative are likely to retain loyalty better than those that leave customers confused or frustrated.

For brands that continue to ship from outside the U.S., adopting a DDP (Delivered Duty Paid) model is quickly becoming standard practice for compliance and to protect the customer experience. Under DDP, you handle all import costs and present a final, fully landed price at checkout, so the customer pays all costs only once without any unexpected charges upon delivery.26 Prominently advertising that “All duties and taxes are paid by us. No extra fees on delivery.” turns the checkout experience into a powerful trust signal for shoppers.

Even with proactive measures in place, some customers will still likely experience longer delivery times or modest cost increases. How you handle these situations can significantly impact your brand reputation. Equip your support team to respond confidently by providing accurate tracking information and clear explanations of customs-related delays. A solution like Stord's branded tracking portal can give customers real-time visibility into their shipments, which helps reduce “Where is my order?” (WISMO) inquiries and builds trust. For cases where a package is severely delayed or lost, be ready to offer flexible resolutions. Stord provides Shipment Protection for a simple claims process, allowing you to quickly issue refunds or re-shipments without incurring a loss. These gestures help retain customers and mitigate negative experiences. Customers often remember how a problem was handled more than the issue itself—fast, empathetic service makes all the difference.