On August 29, 2025, the U.S. administration ended the “De Minimis” rule. This means all shipments to the U.S. from anywhere in the world will be subject to tariffs based on their country of origin, with some exceptions for gifts, etc
While this program — in place since 2016 — allowed brands to seamlessly extend their respective country markets by shipping e-commerce orders below $800 duty-free to U.S. customers, it flooded the U.S. market with cheaper products, denied local jurisdictions from sales tax income, and hurt domestic businesses serving this demographic.
WSJ article: How the End of the De Minimis Tariff Rule Will Change Online Shopping
While this change in trade policy will be disruptive to many brands, it provides “blue sky” opportunity for those international brands looking to develop a sustained presence in the U.S. market and wanting to build long-term relationships with American consumers.
At BrandMX, we provide a range of support and service models to establish and/or scale such brands in the U.S. We provide a 100% service model.
We act as an extension of the international brand in the American market with focus on their brand positioning. We manage marketing, retailer-network-integrations, sales, and fulfillment. Retailers and end-customers are serviced seamlessly with our model; orders are delivered “duty-hassle-free”. We believe this will boost reorders, and thereby, increase sales and establish brand presence. All this bodes for a real opportunity for international brands!