Beyond the Basket - 26/08/25

Tuesday 26th August | Join Free

Hello, and welcome to your Tuesday Beyond the Basket. Today we're diving into the ongoing tariff troubles reshaping global commerce, unpacking Amazon's mysterious Google Ads experiment, and breaking down HelloFresh's costly subscription misstep. Let's dive in 👇

In today’s beyond the basket:
🛍️ Amazon Resumes Google Shopping Ads After Pause
📦 Japan Post Halts US Shipments Amid Tariff Shakeup
⚖️ HelloFresh Fined $7.5M Over Hard-to-Cancel Subscriptions
🚨 Allegro CEO Warns EU on Chinese Ecommerce Surge
♻️ Resale Surges as Tariffs Drive Shoppers Secondhand

+plus six other stories articles and deep dives that should give you insight into the trends affecting the market.

TL;DR: Amazon restarted international Google Shopping campaigns on Aug 23, exactly one month after a full global pullback.

Why It Matters: The precision of the restart seems to signal a deliberate incrementally test, rather than a technical glitch. During the July pullback, Amazon’s ad share dropped to 0% across key markets like the US, UK, and Germany, and would likely have created margin and ROAS data for the retailer, while also potentially pressuring Google on fees. The US remains excluded from the restart at present, suggesting selective reactivation tied to strategic goals.

Your Move: Watch for volatile CPC shifts as major players test and exit platforms. Amazon’s move shows how big-budget experimentation could distort auction dynamics, so build flexibility into your media planning and reassess paid vs. organic allocation under stress scenarios.

TL;DR: Japan Post halted shipments to the US as new tariffs end the $800 de minimis threshold.

Why It Matters: The U.S. has scrapped duty-free treatment for low-value imports, a change that could affect more than 1.36B packages annually based on 2024 volumes. Foreign carriers must now clear customs with full declarations and prepaid tariffs, a costly, compliance-heavy process. DHL, Deutsche Post, and Japan Post have already paused shipments amid the rushed rollout, disrupting DTC supply chains and delivery windows.

Your Move: Audit your international shipping channels now. If you source or fulfill from Japan or the EU, line up alternative express providers and recheck your margins and CAC under the new tariff rules. Just as importantly, update onsite messaging so customers know what to expect, clear communication today will help you avoid complaints and chargebacks tomorrow.

TL;DR: A California court ordered HelloFresh to pay $7.5M for auto-renewing subscriptions without clear cancellation options.

Why It Matters: The case highlights growing regulatory scrutiny of dark pattern UX, especially in subscription models. HelloFresh allegedly misled users, violating state auto-renewal laws. The settlement includes $1M in restitution to consumers and reinforces a trend: subscription brands must now prove consent and simplify cancellations or face real penalties.

Your Move: Audit your subscription flows. Ensure clear disclosures, simple cancellation, and explicit user consent, especially if you're operating in or shipping to California or other jurisdiction with similar consumer laws.

TL;DR: Polish ecommerce platform Allegro is lobbying the EU to rein in Chinese ecommerce giants post-US tariff shift.

Why It Matters: Temu’s traffic surged 70% in France and 50% in Germany, spotlighting the flood of low-cost imports exploiting the EU’s €150 duty exemption. Allegro wants tougher customs enforcement, safety checks, and end of tax loopholes. While EU regulators investigate illegal goods, meaningful reform remains stalled, leaving local players exposed.

Your Move: Brace for price wars and policy shifts. Sharpen your “trusted, local” value proposition and optimize listings for compliance, speed, and safety to differentiate in a margin-squeezed environment.

Wider Context: Temu parent PDD grows 7% despite US tariffs - Revenue rose but profits fell as the company doubles down on long-term investment and local merchant support. Read More >