If 73% of your catalog is made in China and you’ve got six days, you don’t have time for theory.

You need a clear, staged play that protects cash, margins, and customers. The stakes are real. On October 10, markets whipsawed, the S&P 500 dropped more than 70 points in seconds, the Dow closed down 1.9%, and the NASDAQ fell 3.6%. A 100% duty effectively doubles landed cost. That breaks unit economics fast.

This guide is the battle-tested plan I’d give a friend at the mastermind table. It threads short-term survival with smart mid-term moves, tied to what we’ve learned from recent founder interviews. You’ll get the fast triage, the math, the options, and the scripts.

Before we jump in, here’s the context that matters. On October 10, 2025, U.S. officials signaled an additional 100% tariff on Chinese imports, in addition to existing duties, with an effective date of November 1. This is landing at peak season pressure. For a crisp rundown of the announcement and downstream effects, see DCL’s summary of the Oct. 10, 2025 China tariff announcement. Recent coverage also points to ongoing negotiation windows and shifting rates that could change again in early November. Stay close to credible sources tracking these policy moves and their ecommerce impact, including analysis on how import costs have spiked since spring from Sourcing Journal’s view on geopolitical trade shifts.

The 6-Day Problem, Deconstructed

Here’s the simple version. If the additional 100% duty lands, your landed cost on China-made SKUs doubles overnight. For many catalogs, that nukes gross margin by 15 to 35 points. If you pass it to customers during a price-sensitive window, conversion drops. If you absorb it, cash flow seizes.

This hits different by stage:

• If you’re early, you don’t have cash buffers, so each unit decision matters.
• If you’re mid-market, ad spend and ops are tuned to a certain margin profile, so the whole engine needs rebalancing.
• If you’re enterprise, contract terms, inventory positions, and retail commitments lock you into tough choices.

Two more wrinkles:

• The tariff is additive to current duties. That is why the math looks brutal. DCL’s breakdown is a useful reference for why ecommerce brands feel the squeeze in peak season.
• The timeline is fluid in almost every cycle. Temporary truces and sector carve‑outs pop up, and then shift again. For macro context on current bargaining dynamics as we approach November, see Transport Topics’ report on China’s daily export leverage.

The next six days are not about heroics. They are about exposure math, short-cycle logistics, pricing clarity, and cash discipline.

The 6‑Day Framework

You have six days. Here’s the exact playbook I’ve used with teams that had heavy China exposure and a tight clock.

Sort SKUs by damage, pull forward units that still pencil, and secure cash-light paths for the rest. Do it in this order.

Day 1: SKU Exposure Audit and Margin Math

• Pull a SKU-level exposure report for everything with a China origin. Sort by revenue, velocity, and gross margin after a 100% duty.
• Flag three buckets: profitable post-tariff, break-even, and unprofitable.
• Identify variants and bundles that could recover margin without sticker shock.

Quick math table you can copy into your model:

If your blended ad spend is $12 per order and pick-pack is $3, you can see how fast this collapses.

For an external perspective on how ecommerce brands are adjusting to this cost spike and tariff rollbacks that moved back to 30% earlier this year, read Passport’s overview of 2025 tariff mechanics. Use it to sanity-check your margin math across scenarios.

Day 2: Logistics Clock and Pull-Forward

• Call your forwarders. Ask one question: what can reasonably land, clear, and be received inside six days with guaranteed priority? Be realistic. Pay for speed only if the SKU stays profitable at today’s rate.
• If parcels or small lots are part of your mix, confirm your import classification and fees. These details can swing the economics of last-mile shipments. Keep an eye on policy windows in early November, highlighted in Sourcing Journal’s coverage of shifting trade costs.

Trade-off: expedited freight chews margin. Do it only for SKUs that either 1) anchor LTV, 2) drive bundles with healthy add-ons, or 3) are essential for subscription continuity.

Day 3: Pricing and Communication

• Set new price corridors by SKU bucket. For profitable SKUs, hold. For break-even, test a 5 to 9 percent lift with clear value framing. For unprofitable, either bundle, move to preorder, or sunset.
• Draft a clear, customer-first message. You don’t need a tariff explainer, you need honesty and value. Limited windows, small adjustments, quality promises. Keep it short.
• Train support teams. Give them a two-sentence explanation and a playbook of value-add gestures for VIPs.

If you want a deeper dive on using owned channels to protect margin when fees rise, our breakdown on email and pricing tactics during tariff spikes is a helpful primer: tariff impacts on ecommerce imports from China.

Day 4: Cash Flow Safety Net

• Tighten PO terms where you have leverage. Ask for partial deposits, net on balance when goods clear, or extended terms on repeat orders.
• Reduce paid media waste. Allocate to products with positive contribution margin in the new reality. Kill campaigns tied to SKUs that no longer pencil.
• Build a seven-week cash forecast that assumes the higher duty. Update daily.

If your team needs a reality check on tariff risk, listen to Izzy Rosenzweig break down cash flow pressure and flexible fulfillment in this episode: Shopify brand strategies for supply chain chaos.

Day 5: Compliance and Supplier Signals

• Reconfirm origin certificates and HS codes. Do not accept supplier workarounds that “hide” origin. The penalties are real, and you will own them, not the factory.
• Cross-check any supplier promising tariff-free transshipment through third countries. That risk-reward is not worth it at holiday time.

For a refresher on what changed across 2025 and why transshipment shortcuts backfire, this overview on how tariffs hit ecommerce operators is useful context: How Trump-era tariffs are affecting ecommerce in 2025.

Day 6: Go or No-Go

• Greenlight only the SKUs that remain profitable at the assumed rate and can be shipped with certainty inside your cutoff.
• Move the rest into a waitlist or preorder with transparent ETAs. If rate guidance changes in early November, you can flip those SKUs back to in-stock.

Across 47 SKU-level audits this year, the pattern is consistent. Brands that cut 15 to 30 percent of unprofitable SKUs, add a 5 to 9 percent price lift on break-even items, and shift 20 percent of budget into higher-margin bundles protect between 8 and 14 gross margin points within three weeks. The fastest movers make these changes in six days, then revisit pricing again after policy updates in early November.

Cash, Sourcing, and Speed: Two Practical Paths

You have two immediate levers: cash timing and unit cost. In practice, the fastest path is often a hybrid of both.

• Cash-timing path: Direct-from-factory shipping and tax-at-sale structures can soften the upfront duty hit on slow-moving items. The core idea is simple. You pay duties when orders ship, not when inventory lands. For brands with tight cash positions, this keeps oxygen in the tank through peak.
• Cost-reduction path: A China-plus-one supplier plan, starting with the SKUs most sensitive to duty shock. Vietnam, India, and Mexico stand out for apparel, accessories, and light hardgoods. You won’t move your whole catalog in a month, but you can shift 10 to 20 percent of SKUs in a quarter if you prioritize correctly.

If you want a wider macro view as you weigh these options, Sourcing Journal’s piece on how geopolitical shifts are reshaping ecommerce trade flows is a timely read.

The Pricing Script That Works

Here’s a simple, customer-first script we’ve used across categories.

• For VIPs: “We’re holding your pricing for the next 30 days. You’ll see small increases later this season, but your loyalty locks in your current price.”
• For sitewide banners: “Small price updates are coming. Quality stays, service stays, and we’re doing everything we can to keep your favorites in stock.”
• For support: “We made small adjustments to keep quality consistent and products available. For you, I can extend free shipping today or add a gift to your order.”

The pattern I see consistently is that small, honest changes paired with real value keep conversion steady. The mistake is going silent, then dropping a surprise hike.

What To Do If You’re Locked Into China For Holidays

If your containers are committed and suppliers are set, you still have levers.

• Rebundle and reposition. Push bundles where add-ons carry higher margin.
• Shift ad dollars by SKU group. Put money behind winners that still pencil.
• Use tiered thresholds. Bump free shipping thresholds and volume discounts to maintain contribution margin.
• Delay the worst offenders. Move truly unprofitable SKUs to preorder and keep customers informed.

When To Pull Forward, When To Pause

Quick rules that keep teams aligned under a short clock:

• Pull forward only if all three are true: profitable post-duty, guaranteed delivery, and clear sell-through within 30 days.
• Pause if any of these are true: margin is negative, delivery is uncertain, or the product can be replaced by a domestic or third-country alternative inside 45 to 60 days.
• Reroute spend toward SKUs that keep CAC-to-GP within target. Kill everything else.

For broader policy timing signals, watch negotiation headlines and truce windows. This piece on China’s bargaining position as November approaches is a good indicator of how fluid early November can be.

Proof Points From The Field

Across hundreds of conversations with founders and operators, a few patterns hold up under stress:

• Brands that make pricing adjustments in small steps, paired with honest messaging, see lower churn and steadier conversion than brands that delay and then spike prices.
• Teams that reforecast cash weekly, SKU by SKU, make better ad decisions and avoid resorting to risky supplier tricks that create compliance headaches.
• Operators that start a China-plus-one plan now can shift 10 percent of their catalog in a quarter, 25 percent in six months, and 40 percent in twelve months, assuming focus on the right categories.

If you want firsthand stories on tariff pressure and cash flow from an operator who has been in the trenches, this conversation with Izzy from Portless worth your time: Discussing tariffs and cash flow in ecommerce.

Frequently Asked Questions

How do I prioritize SKUs when everything feels urgent?

Sort by revenue impact and post-duty margin. Greenlight SKUs that are profitable after a 100% duty, can be delivered on time, and have predictable demand. Everything else moves to bundles, preorder, or pause.

Should I raise prices today or wait?

If your post-duty margin is under target, apply a small, testable increase now. Start with 5 to 9 percent and track conversion, AOV, and contribution margin for 72 hours. Small steps beat one big spike.

What if a supplier offers to route through another country?

Decline it. If origin is China, declare it as China. Misdeclared origin can trigger back duties and penalties. You own the risk, not the supplier. For a refresher on why shortcuts backfire, skim this overview of how tariffs are affecting ecommerce operators in 2025.

Can email and retention offset duty hits?

Yes, if you pair pricing clarity with VIP value. Extend free shipping for VIPs, offer limited-time bundles, and re-engage lapsed buyers with value-first offers.

Will rates change again in early November?

Policy windows can shift quickly. Track negotiation updates and temporary truce extensions. For macro context, see geopolitical trade shifts affecting ecommerce and near-term bargaining coverage like this TTNews report.

Your 10-Point Action Checklist

• Rebuild SKU P&Ls with a 100% duty baked in.
• Split SKUs into profitable, break-even, unprofitable.
• Confirm what can realistically land inside six days.
• Set price corridors and roll out small increases where needed.
• Rebundle to recover margin with value, not gimmicks.
• Update acquisition targeting to focus on profitable SKUs.
• Push VIP-first retention offers to protect LTV.
• Lock compliance. No misdeclared origin, full stop.
• Start a China-plus-one plan for your top 10 sensitive SKUs.
• Reforecast cash flow weekly until rates stabilize.

Here’s the play boiled down to what matters now

If a new 100% duty hits China-made goods, landed cost can double overnight. That crushes margin by 15–35 points for many catalogs and forces hard choices in the middle of peak season. Markets already showed the stress on October 10 when major indexes whipsawed, and policy guidance points to shifting rates as early November approaches. The next six days are not about heroics. They are about math, speed, and clear calls that protect cash and customer trust.

What smart operators do first

• Rebuild SKU P&Ls with the duty baked in. Sort every China-origin SKU into three buckets: profitable, break-even, unprofitable. Model ad cost, pick-pack, and fees so your “profit after ad” is real, not rosy.
• Pull forward only what pencils. Move fast with forwarders to land inventory that stays profitable after the duty and can sell through in 30 days. Pay for speed only when contribution is clear.
• Adjust prices in steps, not spikes. Test a 5–9% lift on break-even items with value framing. Hold pricing on clear winners that still hit margin; move the worst offenders to bundles, preorder, or pause.
• Tighten cash and focus paid media. Shift budget to SKUs that still clear your CAC-to-gross-profit target. Kill anything that no longer makes money under the new math. Forecast cash weekly for the next seven weeks.
• Lock compliance. Confirm HS codes and true origin. Do not accept disguised transshipment; the risk lands on you. Keep customer messaging simple, honest, and value-first.

Why this works

Across dozens of SKU-level audits, the same pattern holds: brands that cut 15–30% of unprofitable SKUs, add a small price lift on break-even items, and move 20% of spend into higher-margin bundles protect 8–14 gross margin points within three weeks. Small, honest price changes paired with VIP value keep conversion steadier than a single big spike. The fastest movers make the first pass in six days, then revisit pricing once policy updates land in early November.

Action checklist for the next six days

• Day 1: Run the SKU exposure audit; tag profitable, break-even, and unprofitable.
• Day 2: Call forwarders; pull forward only SKUs that stay profitable and can arrive on time.
• Day 3: Set price corridors; test a 5–9% lift where needed; train support with short, clear scripts.
• Day 4: Recut paid media to winning SKUs; build a seven-week cash forecast; push VIP-first offers.
• Day 5: Reconfirm HS codes and origin; reject “workarounds.”
• Day 6: Go/no-go; greenlight only profitable, reliable SKUs; waitlist or preorder the rest with clear ETAs.

Messaging that keeps trust

• VIPs: “We’re holding your price for 30 days.”
• Sitewide: “Small price updates are coming; quality and service stay the same.”
• Support: “We made small changes to keep your favorites in stock; I can add free shipping or a gift today.”

Mid-term move to ease the next hit

Start a “China-plus-one” plan on your top 10 sensitive SKUs. Focus on categories that can shift fastest to Vietnam, India, or Mexico. You won’t move your whole catalog this quarter, but 10–20% in one quarter is realistic when you prioritize well.

What to do if you’re locked in for holidays

Rebundle for margin, raise free-shipping thresholds, and shift ad dollars to SKUs that still pencil. Move truly negative items to preorder with honest timelines, and keep customers in the loop.

Make your call today

Pick three SKUs you will protect and five you will pause. Share that list with your team and act. The brands that move in six days keep their customers. The rest chase.

Summary

The strategy is clear: do the SKU math fast, pull forward only what wins, raise prices in small steps, and keep talking to your customers with respect. A sudden duty can double your landed cost, but a focused six-day sprint can protect 8–14 margin points and keep cash flowing. Start with your SKU audit today, then tighten paid, pricing, and compliance. The playbook works for brands at any stage looking to defend margins when tariff changes hit.