'Are you ready for tariff-driven tat? Prepare for a tidal wave of cheap imports to the UK'

Last week, in a moment of weakness, I ordered a pile of tat from a super-cheap Asian marketplace that shall remain nameless.  

Before you judge me, I had my reasons. Namely, a three-year-old daughter with a Sylvanian Families addiction and a shortage of stickers.  

When my order arrived, I opened the pile of low-price (deeply unofficial) stickers and handed them over to my child without checking them – like any mediocre parent would do.  

“Trump’s move may prompt the UK government to tighten regulations on marketplaces and the products they sell”

Moments later, she handed one back to me asking me to read aloud what it said. I was confused. These were supposed to be text-free, basic images of little animal figurines in sweet outfits, what could there possibly be to read?  

The sticker she handed me back did indeed feature a Sylvanian bunny in a plaid shirt, but the text around it read: “This is the man behind THE SLAUGHTER??”. I burst out laughing, managed to mumble a lie about it being the price tag then threw some of the normal stickers her way to distract her while I investigated the rest. My investigation was fruitful. I also found a squirrel with a bottle of vodka. 

Because I’m not a member of any socially conservative political party, I was quite amused by the discovery. But when President Trump announced the highest tariffs in a century would be imposed on the world last week, it pulled my perspective into focus – there’s a lot more crap where this came from.  

Among the many other consequences of the tariffs that retailers (and consumers) now have to deal with is where the flow of cheap goods once headed to the US from these marketplaces will now end up. Because of the rampant success businesses such as Shein and Temu have enjoyed in the UK, my money is on far more of it coming here.

Buyer beware

Although my experience is far from dramatic, ordering low-cost, unregulated goods from marketplaces can be a mistake.  

Last year, it was reported that cosmetics from such sites contained bacteria and toxic substances, while Which? found “dangerous and illegal” toys and electronics on sale, which it said could pose a serious health risk.  

It’s buyer beware, of course, but Trump’s move may prompt the UK government to tighten regulations on these marketplaces and the products they sell here. I’m sure UK retailers would like to see action such as that initiated by the European Commission, which said in February it would seek to hold marketplaces liable for selling unsafe goods and strict new customs controls, as well as urging EU lawmakers to phase out exemptions on customs duties for parcels under €150. 

“British retailers should ask themselves if they’re ready for these marketplaces to up the ante in the UK even more than they already have”

The commission noted that European companies that respected the rules and ensured their goods were safe for their shoppers were losing out to competitors selling dodgy or counterfeit products. 

Businesses such as Temu, Shein and AliExpress have already caused enormous disruption. Retail Week’s ranking of the fastest-growing retailers last year, which we’re due to revisit soon, showed Shein achieved an 84% sales uplift in Britain in 2024. Turnover is forecast to outpace homegrown fashion retailer Asos within just a few years and has already outgrown, and is making life harder, for the likes of Boohoo, New Look and more.  

British retailers currently wondering whether they should set up a US subsidiary – and asking suppliers to go halves on tariffs – should also ask themselves if they’re ready for these marketplaces to up the ante in the UK even more than they already have.