Click, Buy … Tariff? The Challenge of Frictionless Delivery

In recent years, e-commerce has radically transformed consumer habits in Mexico and  around the world. Buying a product from across the globe and having it delivered to your  doorstep within days is no longer a luxury, it’s an expectation. In 2025 alone, the value  of Mexico’s e-commerce market reached US$32.79 billion, with projections surpassing  US$61 billion by 2030. Yet, this digital momentum is now facing a wave of new physical,  regulatory, and fiscal barriers that threaten to slow its expansion. 

Amid renewed geopolitical tensions and rising protectionism, tariffs have returned as a  central tool in trade policy. The United States has imposed a 25% tariff on multiple  categories of Mexican products, directly impacting exports and, with them, hundreds of  small and medium-sized businesses that found in e-commerce a key growth channel.  Earlier this year, Mexico also introduced a 19% tariff on Asian imports. While these measures aim to level the playing field for domestic players, they also introduce  complexities that the logistics ecosystem must manage with surgical precision. 

This is particularly pressing because cross-border e-commerce depends on fluidity by nature. When that flow is disrupted by new tariffs, stricter customs controls, or legal  uncertainty, it undermines the promise of speed and convenience that defines the digital  channel. Returns become more costly, delivery times more volatile, and customer satisfaction harder to maintain. 

From the logistics frontline, what we’re witnessing is a necessary redesign of operations.  Companies that once prioritized volume and reach are now focusing on tariff efficiency,  traceability, and specialized advisory to avoid surprises across the entire supply chain.  This has raised strategic questions: Which technology should we use to optimize our  processes? Does it make more sense to store inventory at origin or closer to the  customer, even at a higher cost? Can we re-label or present products differently to avoid additional tariffs? 

Logistics is no longer just an operational link; it has become a decisive factor in the competitiveness of e-commerce in a fragmented commercial landscape. It’s not just about moving packages, it’s about orchestrating supply chains that are resilient,  compliant, and optimized for a changing environment. In my daily work, I see it firsthand: businesses of all sizes turn to us for solutions to keep their cross-border sales active, fast, and profitable, even in this new reality. 

The sector's vision should be rooted in technology. Digital solutions are no longer optional, they are the bridge between regulatory complexity and customer experience.  I firmly believe that the keys to the coming years lie in optimizing critical processes, such as real-time traceability, automated customs documentation, intelligent product classification, and integrated platforms that connect inventory, points of sale, and  distribution routes. 

We must bet on smart logistics capable of anticipating tax changes, simulating cost  scenarios by destination, and offering complete visibility to the end customer. Because  in an environment where margins are shrinking and the rules keep changing, real  competitive advantage comes from knowing how to use data, not just trucks. 

Mexican companies that adopt a strategic vision of international trade, seek expert  guidance, and embrace cutting-edge logistics technologies will be the ones that  continue to grow — not despite the tariffs, but through their ability to navigate them. 

Ilan Epelbaum is the CEO of Mail Boxes Etc. in Mexico (MBE), leading the relationships and negotiations with business partners and overseeing the company's positioning in the country. He is also responsible for the relationship with MBE franchisees in Mexico and for the company's overall  expansion throughout the country.