With political tensions, newly announced tariffs and other challenges in the global supply chain, businesses looking for a strategic advantage will have to be smart and agile.

Many lessons were learned about the supply chain during the COVID-19 pandemic lockdown. Now, savvy supply chain managers are better prepared for shortages and realignment, but will have to level up to stay ahead of the competition.

U.S. port data tracked by Vizion revealed a 43% week-over-week drop in containers in April, and a QIMA survey found that 80% of U.S. companies are bracing for big changes in international sourcing. 

Such changes include shifts like shipments of urea from Russia doubling in May, as importers took advantage of that country’s lower tariff, according to data from StoneX. Global tensions and unpredictable tariffs involving China and Eastern Europe have led U.S. retailers to reevaluate sourcing strategies, such as shifting to nearshoring options in Latin America, or going further abroad to Southeast Asia.

While retailers normally book more than 40% of their imports to arrive between September and November (according to the National Retail Federation), it will be harder this year to tap into what was a $3.2 trillion market in 2023.

The costs associated with higher tariffs are no surprise now, after the first rounds of tariff talks. Aside from a possible increase in using U.S. suppliers, supply chain managers should get familiar with the following:

Risks. Pay close attention to where your supply chain is being hardest hit, so that you can make whatever adjustments are necessary to protect your bottom line.

New opportunities. Be proactive and take advantage of better trade deals in the face of fluctuating tariffs. 

Regulatory changes. Each new tariff requires new documentation for regulatory compliance. Stay on top of these in every region where you have partners. 

New partners. Keeping costs down may require shifts in partnerships. Be especially mindful of communications now, as cultural accuracy can make or break these new relationships.

In this and yet-to-emerge scenarios, fixing global source disconnects before they can happen requires a proactive approach to building positive communication throughout the supply chain.  

In any new market, accurate and culturally intelligent language becomes a strategic asset for retailers that helps reduce friction and ensure smoother operations across borders.

One strategic advantage under an enterprise’s control is the smart use of language and localized engagement.

Placing a high priority on factual and culturally-accurate communications can be a significant help, boiling down to five key action items:

Audit your top products: Make sure the language for your bestsellers is properly translated, especially product titles, specs, and return policies.

Offer multilingual customer support: Whether via chat, email or phone, having support in key languages builds confidence during high-volume times. To ensure brand alignment, compliance and customer connection, invest in accurate, localized messaging, especially during emotionally driven seasons like the holidays. Multilingualism is increasingly seen not just as a courtesy but as a business imperative, particularly in Asia and Africa.

Localize holiday campaigns. Adapt not just the words, but the tone and cultural references to resonate with different audiences. Language is a form of connection. When you speak to a customer or partner in their preferred language, you are saying: We see you, we value you. This builds trust, encourages repeat business, and reduces friction.

Automate but do not compromise. Use translation tech as more of an assistant. Always involve human reviewers to ensure accuracy and warmth. Incorrect translation can be catastrophic, and artificial intelligence really isn’t “there” yet when it comes to accuracy.

Measure by language. Track which languages have been driving the most conversions, then double down on the top drivers this season.

Label for compliance. Translate packaging, product and shipping instructions to meet regional legal standards and requirements.

The approaching holiday retail season makes language even more critical. Poorly translated manuals, labels or customs declarations can delay entry or trigger returns, cutting into the most profitable quarter of the year. Quality language services reduce those risks.

These strategies can go far in heading off misunderstandings in supplier contracts, customs documentation, or compliance materials that could lead to delays or financial penalties, especially during the holiday peak.

Salvador Ordorica is the founder and chief executive officer of The Spanish Group LLC.