Thursday 28th August | Join Free
Hello, it’s Thursday, and this is your daily Beyond the Basket briefing. Ecommerce is facing its sharpest slowdown since 2012 as tariffs bite, while Nordic shoppers are emerging as Europe’s cross-border leaders. At the same time, review authenticity is under the spotlight, and Walmart is pushing harder to merge its marketplace with its stores. Here’s what you need to know today 👇
In today’s beyond the basket:
📉 Trump Tariffs Trigger Sharpest Ecommerce Slowdown in a Decade
🌍 Nordics Lead Europe: 84% Shop Monthly, 73% Buy Cross-Border
🚗 Dealer Banned from Trustpilot for Review Incentives
📦 Amazon Adds Holiday FBA Surcharge in UK & Germany
🛍️ Walmart Ties Marketplace to Stores, Adds AI Seller Tools
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📉 Trump Tariffs Trigger Sharpest Ecommerce Slowdown in a Decade LINK
TL;DR: A new AlixPartners survey shows U.S. online sales across nearly all major product categories are down double digits, with tariffs driving consumers to delay, cancel, or shift purchases domestically.
Why It Matters: This marks the first broad pullback in U.S. ecommerce growth since 2012. Sporting goods, furniture, and large electronics each fell by double digits, while grocery was flat. 34% of consumers delayed purchases and 28% bought early to avoid tariff costs, but only 20% leaned into “Buy American.” The report also highlights that, 97% of shoppers say free shipping influences their decision, and 77% say it “greatly impacts” them, making rising delivery costs a direct profitability squeeze. Another startling statistic is that nearly 72% of executives admit ecommerce isn’t profitable right now, with 76% facing higher per-package costs and over 50% diversifying carriers to cut reliance on FedEx/UPS.
Your Move: Cushion demand drops with loyalty mechanics (subscriptions, member pricing, or early-access offers) that lock in repeat customers despite higher sticker prices. If possible for your brand consider hedging geographic risk by reallocating marketing spend and marketplace presence toward non-U.S. regions with fewer trade headwinds.
The percentage of each generation that would shop elsewhere if their shipping expectations were not met. Source: AlixPartners
🌍 Nordics Lead Europe: 84% Shop Monthly, 73% Buy Cross-Border LINK
TL;DR: PostNord’s Spring 2025 shows 84% of Nordic consumers shop online monthly and 73% purchased cross-border in the past year; China is the top origin, and delivery preferences vary sharply (DNK service points 45%, FIN parcel lockers 37%, SWE home delivery 32%, NOR mailbox 31%).
Why It Matters: The Nordics are more cross-border-active than the EU overall, across the EU-27, 33% of recent online shoppers bought from other EU sellers and 20% from non-EU sellers, making Scandinavia a prime testbed for international demand, logistics, and trust signals. Meanwhile, the EU is tightening customs on low-value parcels, a shift that could reshape delivery costs and timelines for popular non-EU origins. And sustainability is a real conversion lever here: 8 in 10 Nordic shoppers say it influences where they buy.
Your Move: Approach the Nordics as a single high-value region but with country-level nuances. Winning here means combining strong cross-border readiness, trusted local payment and delivery options, and visible sustainability commitments, a playbook that could double as a model for wider European expansion.
🚗 Dealer Banned from Trustpilot for Review Incentives LINK
TL;DR: Big Motoring World became the first car dealer suspended from Trustpilot for allegedly bribing customers to leave or remove reviews, breaching platform rules.
Why It Matters: Big Motoring World is the first dealer to be banned from Trustpilot, after being accused of incentivizing customers to remove negative reviews or post five-star ones. The ban wiped its visible TrustScore, triggered a public warning, and blocked access to paid features. The timing is critical: the UK’s Competition and Markets Authority (CMA) recently stepped up enforcement against fake and manipulated reviews, warning that practices like suppressing negatives or paying for endorsements may breach consumer law. For ecommerce and DTC brands, the message is clear, review manipulation now carries both platform penalties and regulatory risk, making compliant, authentic feedback strategies essential.
Your Move: Audit your review-collection processes now, ensure incentives don’t violate platform T&Cs or local consumer laws. Focus on authentic, compliant practices that protect reputation, sustain discoverability, and ultimately build stronger brand trust.