A survey of U.S. e-commerce executives* found that 76 percent increased the prices of goods to mitigate the cost of new and expected tariffs imposed by the Trump Administration.
On average, retailers surveyed are passing along 51 percent of the cost of President Trump’s import taxes.
A survey of 500 e-commerce professionals conducted by Talker Research for Signifyd, a company specializing in fraud protection, found that retailers with online operations are taking numerous steps to offset the impact of tariffs. These steps include layoffs, store closings, relocating production and product sources, and rebalancing inventory.
The survey also indicates that retailers with e-commerce operations have been scrambling since before the 2024 U.S. Presidential election to brace for higher import taxes.
“It isn’t surprising that retailers are taking dramatic action in the face of some pretty dramatic tariffs that have been implemented and proposed,” said Signifyd head of storytelling Mike Cassidy, who oversees the poll for Signifyd. “What surprised me was the big number of retailers, often in the 70-plus-percent range, that are significantly adjusting critical operations and strategies this early in the game.”
The following are some additional findings from the Talker Research for Signifyd survey.
The Signifyd Merchant Tariff Survey polled 500 U.S. retail professionals representing merchants with online operations. The survey, conducted between May 27 and June 2, 2025, had a margin of error of plus-or-minus 4.38 percent.
Image courtesy TeBella Tea Company, Davis Islands, Tampa, FL
