This is true: the Trump administration is using tariffs. Also true: it is a challenge for businesses to keep track of which tariffs are active and plan how tariffs will affect their operations.

For small business owners and e-commerce entrepreneurs, the news mostly talks about how difficult it will be for them to respond. It takes time and money to stay informed and reconfigure supply chains. Small businesses often have limited cash, resources, and ability to adjust prices in these situations.

Without downplaying the challenges, there is a bright spot: Small businesses and entrepreneurs are resourceful and know how to handle uncertainty. They are flexible and ready to change their approach when needed. They are resilient. They know how to find the opportunity in the haystack.

A small business owner may have the fortune of being closer to the entire supply chain, with relationships from raw materials to delivery. This means they can quickly evaluate every step of the supply chain to know exactly where their risk is as soon information about tariffs is released.

News about tariffs often highlights upstream manufacturing, but it’s also important to think about how products reach customers. The final mile is vital for success, as customers expect fast, reliable delivery and a consistent brand experience. Some companies store and ship finished products from Canada and Mexico to customers in the United States, and tariff decisions will impact these goods.

Finding a quality fulfillment provider in the U.S. that’s prepared to take on new customers quickly could be the right decision for an ecommerce business that is currently offshoring in Canada or Mexico, tariffs or no tariffs.

It eliminates one major element of uncertainty, which might mean the strategic difference between success and failure if an emerging brand is hit with tariffs at multiple points in the supply chain.

U.S. customers have high expectations for service, quality, and brand experience. Finding a 3PL vendor that delivers a brand experience precisely at market-rate pricing can allow a small business to keep customers even if they have to raise their prices due to impacts higher in the supply chain. Customers are more likely to remain loyal if the product they know and love is delivered effectively.