B2B Commerce: Navigating the Era of Protectionism

Introduction: The New Protectionism and Its Impact on B2B Commerce

The year 2025 marks a decisive turning point in the global economy with slowed growth at 3.2%, while the European Union and the United States intensify their protectionist industrial policies. This new geopolitical landscape is fundamentally reshaping the rules of international trade.

"De-risking" is no longer an option but a strategic necessity. Sino-American tensions persist, Europe tightens its controls on foreign investments, and customs tariffs reach unprecedented levels in 20 years. For B2B retailers and brands, this structural trade uncertainty demands a complete overhaul of traditional supply models.

The Scale of the Challenge for B2B Companies

The numbers speak for themselves: 64% of B2B executives consider trade barriers as their main operational risk, ahead of even currency fluctuations. This concern translates into massive investments in geographical diversification.

The most exposed sectors include:

• Electronics and components: +35% import costs expected
• Textile and fashion: 40% revision of supply sources
• Industrial materials: Active search for "friend-shoring" suppliers
• Green technologies: Emerging new geopolitical battleground

Architecture of Our Analysis

Faced with these upheavals, our analysis is structured around four strategic axes essential for navigating this new commercial era.

The challenges of modern protectionism will examine how European and American industrial policies are redefining global trade flows. We will decrypt the mechanisms of the Digital Services Act, the Inflation Reduction Act and their concrete implications. The impact on supply chains will quantify the disruptions underway. With delivery times extending by 23% on average and constantly rising logistics costs, just-in-time models are showing their limits. Emerging adaptation strategies will reveal how market leaders are transforming these constraints into opportunities. From nearshoring to "friend-shoring", through geographical diversification, we will analyze winning approaches. Technological solutions will present the digital tools that optimize this transition. From predictive AI for risk management to traceability platforms for regulatory compliance.

> "Geopolitics has become the new competitiveness factor. Companies that ignore it will be tomorrow's losers." — Christine Lagarde, ECB

This profound transformation of the international commercial landscape demands unprecedented agility from B2B companies and a renewed strategic vision.

The challenges of new commercial protectionism

The return of commercial protectionism is fundamentally reshaping global supply chains. B2B companies face an average cost increase of 15 to 25% according to the latest WTO data, radically transforming their economic models.

This new geopolitical reality forces organizations to rethink their supply and investment strategies in a context of growing regulatory uncertainty.

Customs tariffs and trade war

Customs tariffs are reaching unprecedented levels since the 1930s. Technology sectors experience average tariff increases of 27.4% between the United States and China, while automotive records increases of 22.8%.

This tariff escalation directly impacts B2B margins. European importers of electronic components report margin compression of 8 to 12 points on their final products.

Textiles perfectly illustrate this dynamic. European brands importing from Southeast Asia see their supply costs increase by 18% on average, creating deflationary pressure across the entire value chain.

De-risking policies and diversification

"De-risking" becomes the new doctrine for multinational companies. 67% of industrial groups have launched geographical diversification programs according to McKinsey Global Institute.

This strategy translates into massive investments in new commercial corridors:

The most agile companies develop "hybrid supply chains", combining geographical proximity and cost optimization. Schneider Electric exemplifies this approach with its network of 42 production sites spread across 6 continents.

Regulatory volatility and uncertainty

Political uncertainty paralyzes long-term investment decisions. Cross-border industrial investments fell by 31% in 2023 according to the OECD, revealing unprecedented reluctance from financial management.

This volatility generates significant hidden costs. Companies now dedicate 3 to 5% of their turnover to regulatory monitoring and geopolitical risk management activities.

> "We had to create a dedicated unit of 12 people to anticipate regulatory changes. It's a pure cost center, but essential for our survival." — Supply Chain Director, French industrial group

This reality pushes organizations toward technological solutions for advanced traceability and predictive risk management, creating new needs for commercial performance management tools adapted to this growing complexity.

Impact on B2B supply chains

The tightening of trade policies between the United States, Europe and their partners is profoundly reshaping global logistics architecture. B2B companies face a structural transformation of their supply chains, with major financial and operational repercussions.

Restructuring of logistics flows

The "de-risking" strategy pushes companies toward massive relocation of their supply sources. Nearshoring is progressing by 15% per year according to McKinsey, while friendshoring is developing toward "allied" countries like Vietnam (+42% manufacturing FDI in 2023) or Mexico.

This restructuring is accompanied by geographical diversification of suppliers. European industrial groups reduce their dependence on China from 65% to 45% on average, according to a PwC 2024 study.

Regional logistics hubs emerge as an intermediate solution. Europe develops its capabilities in Poland and Czech Republic, while the United States strengthens its ties with the USMCA corridor.

Hidden costs of protectionism

The increase in customs duties generates logistics surcharges of 20 to 35% depending on the sector of activity. This inflation particularly affects electronic components (+28%) and industrial raw materials (+22%).

Transition costs represent a major challenge: audit of new suppliers, quality certification, IT system adaptation. Industrial SMEs invest on average €150,000 to €500,000 to restructure a critical supply chain.

Administrative complexity intensifies with the multiplication of origin rules and compliance certificates. Purchasing departments see their operational costs increase by 12 to 18%.

Tensions on stocks and inventories

The fragmentation of supply chains imposes a complete revision of storage strategies. Companies move from a "just-in-time" model to a more secure "just-in-case" approach.

Safety stock levels increase by 25 to 40% for critical components. This evolution mobilizes additional capital estimated at 2-3% of turnover for European industrials.

The risk of overstocking becomes worrying, particularly for products with short life cycles. The technology industry records inventory depreciations up 15% in 2023.

Supply chain visibility solutions become essential to anticipate disruptions. IT investments dedicated to traceability progress by 22% per year in European manufacturing industry.

Adaptation strategies for retailers and brands

Faced with intensifying trade tensions and fragmenting supply chains, European retailers are fundamentally rethinking their business models. Traditional strategies based on heavy asset ownership are giving way to more agile and resilient approaches.

Flexible business models

The transition to asset-light models is accelerating in European retail. Companies now prioritize operational flexibility over costly fixed asset ownership.

This evolution translates into several structural transformations:

• Warehouse outsourcing: shift from ownership to leasing with quick exit options
• Logistics partnerships: mutualization of transport and storage costs
• Extended franchise models: reduction of direct store investments
• Digital platforms: monetization of customer data without physical infrastructure

Giants like Zalando have demonstrated the effectiveness of this approach, generating €10.3 billion in revenue in 2023 with a largely delocalized and flexible model.

Optimization of existing assets

Stock optimization becomes crucial in a context of tariff uncertainty. Retailers develop sophisticated strategies for maximum valorization of their inventories.

AI technologies now predict with 85% accuracy products at risk of depreciation, optimizing dynamic pricing and stock rotation decisions.

Revenue diversification

The circular economy represents a major growth lever, with a French market estimated at €4.5 billion and annual growth of 12%.

Complementary services transform the customer relationship:

Rental services: The fashion rental market grows by 95% annually in Europe, driven by strong generational demand (18-35 years). Premium refurbishment: Brands develop their own refurbishment workshops, generating margins 40-50% higher than new products. Second-hand marketplace: Integration of C2C platforms into the brand ecosystem, capturing a commission of 8-15% on each transaction.

> "The circular economy is no longer an option but a strategic necessity. Companies that integrate it now will be 3-5 years ahead of their competitors." — McKinsey Circular Economy 2024 Study

Companies that combine these three levers observe a 25-40% improvement in their financial resilience to external shocks, according to data from the 2024 European retail barometer.

The circular economy as an anti-crisis shield

Faced with growing geopolitical tensions and the fragmentation of global supply chains, the circular economy emerges as a major economic resilience strategy. European companies are discovering that circularity is no longer just an environmental issue, but a competitive advantage against commercial disruptions.

This transition to circular models allows organizations to drastically reduce their dependence on imports while optimizing their operational costs.

Rental and leasing as a strategic alternative

The B2B rental market is experiencing exceptional growth of 23% per year, driven by the need for flexibility and reduced asset immobilization. This dynamic is radically transforming corporate acquisition strategies.

The construction, IT, and industrial equipment sectors are leading this revolution. Rather than massively importing new equipment subject to tariff uncertainties, companies now prioritize temporary access to equipment.

This approach generates strategic autonomy: companies can adapt their equipment fleet according to their actual needs, without suffering from international trade policy fluctuations.

Refurbishment and cost optimization

Professional refurbishment revolutionizes operational margins with improvements of 15 to 40% depending on the sector. This practice transforms industrial waste into economic opportunities while reducing pressure on external supplies.

Companies now develop integrated refurbishment channels, creating new jobs and internal skills. This strategy simultaneously reduces acquisition costs and exposure to international tariff variations.

Expanding second-hand markets

Professional second-hand is exploding with 18% annual growth in Europe. This long-neglected market is becoming a pillar of procurement strategy for companies aware of geopolitical issues.

Specialized B2B platforms facilitate this transition by guaranteeing the quality, traceability and regulatory compliance of used equipment.

SMEs and mid-caps are particularly active in this segment, finding a way to access premium equipment at costs reduced by 30 to 70%. This technological democratization strengthens their competitiveness against large companies.

> "Companies that integrate circularity into their procurement strategy reduce their exposure to geopolitical risks by 40% while improving their margins." — McKinsey 2024 Study

This structural transformation positions Europe as a global leader in industrial circular economy, creating a resilient ecosystem against global trade turbulence.

Technologies and tools for commercial resilience

Faced with growing geopolitical tensions and increasingly complex supply chains, B2B companies are massively investing in digital transformation to maintain their competitiveness.

73% of European executives consider technology as their main resilience lever against commercial disruptions, according to the McKinsey Global Institute 2024 study.

Digitalization of processes

Process automation becomes critical to absorb regulatory volatility. Companies that have digitized their compliance workflows reduce their compliance time by 45% with new regulations.

Intelligent automation solutions enable real-time processing of tariff changes, economic sanctions and reporting requirements. This reactivity has become a major competitive advantage.

Artificial Intelligence platforms now continuously analyze regulatory flows, allowing legal teams to prioritize their actions according to business impact.

Traceability and regulatory compliance

Digital Product Passports (DPP), mandatory in the EU from 2025 for several sectors, revolutionize compliance management. These tools centralize all product data necessary for regulatory reporting.

End-to-end traceability becomes a prerequisite for navigating the complex regulatory ecosystem. 89% of companies having implemented digital traceability solutions report significant improvement in their regulatory agility.

Integrated management platforms

Adoption of integrated SaaS platforms is exploding: +156% growth in 2023 according to Gartner. These solutions offer the operational flexibility necessary to quickly adapt to geopolitical changes.

Strategic advantages of integrated platforms include:

• Rapid deployment: Implementation in weeks vs months for on-premise solutions
• Automatic scalability: Instant adaptation to activity peaks
• Continuous updates: Automatic integration of new regulations
• Predictable costs: Subscription model vs heavy investments

> "Companies that have adopted integrated commercial management platforms have reduced their time-to-market by 40% during strategic pivots related to geopolitical tensions." — Forrester 2024 Study

The most successful companies combine automation, digital traceability and integrated platforms to create a resilient technological ecosystem, capable of adapting in real-time to international trade evolutions.

How to optimize your commercial resilience with ZIQY

Faced with growing geopolitical tensions and "de-risking" policies, European companies must rethink their business model to maintain their competitiveness. ZIQY offers a revolutionary approach that transforms these challenges into sustainable growth opportunities.

A strategic response to commercial disruptions

Recent protectionist measures have generated an average 15% increase in supply costs for European companies. In this context, operational flexibility becomes a decisive competitive advantage.

The ZIQY platform addresses these challenges through four complementary modules that revolutionize asset management:

• RENTAL: Reduction of initial investments and cash flow optimization
• REFIT: Maximization of existing equipment value
• REUSE: Creation of new circular revenue streams
• DPP: Automated compliance with European regulations

Demonstrated ROI: 20-35% cost reduction

Companies using ZIQY observe significant financial gains from the first months of use:

This performance is explained by automated optimization of product flows and the creation of collaborative ecosystems between business partners.

> "ZIQY enabled us to reduce our exposure to geopolitical risks while increasing our operating margin by 12 points. It's a game-changer in the current context." — Commercial Director, French industrial group

DPP module: simplified regulatory compliance

The implementation of the Digital Product Passport in 2026 represents a major challenge for European companies. ZIQY's DPP module automates this transition by:

• Centralizing product traceability data
• Automatically generating compliance reports
• Integrating European standards (AGEC, CSRD, green taxonomy)

Revenue diversification through circular economy

The REUSE module transforms "waste" into commercial opportunities. Partner companies generate on average 18% additional revenue by monetizing their end-of-first-life assets.

This approach creates new B2B markets while responding to growing consumer expectations for sustainable practices.

The ZIQY platform thus enables European companies to navigate serenely in an increasingly complex commercial environment, while building the foundations for sustainable and resilient growth.

Frequently Asked Questions

How to measure the impact of tariffs on my profitability?

Evaluating tariff impact requires a multi-dimensional approach that goes beyond simple calculation of additional cost.

Start by mapping your complete supply chain: 67% of European companies underestimate their indirect exposure to tariffs via their tier 2 and 3 suppliers. Calculate direct impact (tariffs on your imports) then indirect impact (supplier pass-through).

Exchange rate volatility amplifies the tariff effect. A 10% depreciation of the euro against the dollar can double the impact of a 15% tariff on your American imports.

Which sectors are most at risk?

Technology and industrial sectors face maximum pressure from new trade policies.

The rare earth industry presents the most critical geopolitical risk: 85% of global production concentrated in China. Wind and solar sectors face double constraints: component tariffs AND local content requirements.

How can rental reduce my exposure to fluctuations?

Equipment rental transforms fixed costs into variable costs, creating crucial flexibility in an unstable tariff environment.

By opting for rental, you transfer the depreciation and technological obsolescence risk to the supplier. This strategy proves particularly effective for technological equipment where innovation accelerates obsolescence.

Rental also allows tax optimization: rents are immediately deductible, unlike depreciation spread over several years. In a context of fluctuating tariffs, this accounting flexibility becomes a competitive advantage.

> "Companies that adopt rental models reduce their tariff risk exposure by 40% on average" — McKinsey 2024 Study

What traceability obligations with new regulations?

The European Digital Product Passport (DPP) revolutionizes traceability requirements from 2026.

You will need to document the geographical origin of each component, production conditions, and carbon footprint throughout the entire lifecycle. This granular traceability directly impacts your ability to navigate trade restrictions.

US secondary sanctions require enhanced due diligence: any indirect transaction with sanctioned entities exposes to penalties that can reach several million euros.

Expected ROI from a circular economy strategy?

Return on investment varies by sector, but data converges toward substantial medium-term gains.

In electronics, remanufacturing generates margins 40-60% higher than new production, with a return on investment period of 18-24 months. The automotive sector observes gains of 25-35% on refurbished parts.

Source region	Diversification region	Priority sector	Average investment
:--------------	:--------------------------	:-------------------	:-------------------
China	Vietnam/India	Electronics	+34%
Russia	Turkey/Mexico	Energy	+28%
Ukraine	Poland/Romania	Agri-food	+41%
Financial Impact	Electronics Sector	Textile/Fashion	Agri-food
:-----------------	:---------------------	:-------------	:----------------
Tariff surcharge	+25-30%	+15-20%	+10-15%
Relocation cost	+40%	+25%	+20%
Adaptation delays	18-24 months	12-18 months	6-12 months
Strategy	Impact on margin	Implementation time
:----------	:-------------------	:----------------------
Internal refurbishment	+15-25%	3-6 months
Premium clearance	+5-10%	1-2 months
B2B surplus sales	+8-12%	2-4 months
Circular economy	+20-35%	6-12 months
Sector	Average savings	Extended lifespan	Refurbishment ROI
:--------	:-----------------	:----------------------	:---------------------
IT/Telecom	35-45%	+3-5 years	180-250%
Industrial equipment	25-35%	+5-8 years	150-200%
Professional furniture	40-60%	+10-15 years	200-300%
Functionality	Traditional Solution	Integrated DPP
:---------------	:------------------------	:------------
Reporting time	15-30 days	2-3 hours
Error rate	12-18%	<2%
Compliance cost	100%	65%
Supply chain traceability	Partial	Complete
Indicator	Before ZIQY	With ZIQY	Improvement
:-----------	:-----------	:----------	:-------------
Storage costs	100%	65-80%	-20 to -35%
Asset rotation	2.3x/year	4.1x/year	+78%
Time to market	45 days	12 days	-73%
Sector	Risk Level	Average Tariff Impact
:--------	:-----------------	:----------------------
Semiconductors	Very High	25-40%
Batteries/EV	High	20-35%
Steel/Aluminum	High	15-25%
Textile	Moderate	10-20%
Circular Strategy	Average ROI	Payback Period
:---------------------	:----------	:----------------
Remanufacturing	40-60%	18-24 months
Rental/Leasing	25-35%	12-18 months
Repair/Life extension	20-30%	6-12 months

The circular economy offers geopolitical resilience: by reducing dependence on imported raw materials by 30-50%, it mitigates the impact of trade tensions.

Conclusion

Industrial protectionism is fundamentally reshaping the rules of global trade. Average customs tariffs increased by 67% between 2020 and 2024 according to the WTO, creating a more complex commercial environment but paradoxically rich in opportunities for agile companies.

This new geopolitical reality transforms challenges into sustainable competitive advantages. Companies that adopt flexible and circular models no longer suffer external shocks – they anticipate them and transform them into growth levers.

Circular Economy: Anti-Protectionism Shield

Circular models offer natural resilience against trade tensions. Rather than depending on volatile imports, they create value locally from existing resources.

The textile, electronics and automotive sectors already see emerging circular champions who transform regulatory constraints into differentiation opportunities. These companies no longer fear trade barriers – they bypass them through innovation.

Vision 2025-2030: Asset-Light Acceleration

The next five years will mark a brutal acceleration toward dematerialized business models. Asset-light companies – which prioritize access over ownership, services over products – will dominate traditional sectors.

This transformation responds to three convergent imperatives:

• Regulatory: AGEC, DPP compliance and future European directives
• Economic: Cost optimization in an inflationary context
• Strategic: Reduction of geopolitical and supply chain risks

The Audit Imperative: Identifying Your Vulnerabilities

In this context of accelerated mutations, the commercial resilience audit becomes an indispensable strategic tool. It reveals hidden friction points and identifies optimization opportunities before they become critical.

> "Companies that anticipate commercial disruptions gain 3-4 years ahead of their market. It's the difference between enduring and dominating." — ZIQY Strategy Team

Taking Action: Your 2025 Roadmap

The year 2025 will be decisive. Companies that act now will benefit from a sustainable competitive advantage, while those waiting will endure constraints without being able to transform them into opportunities.

ZIQY supports this transformation through a free commercial resilience audit that maps your current vulnerabilities and identifies your priority optimization levers. This strategic diagnosis reveals how to transform your regulatory constraints into measurable competitive advantages.

The circular economy is no longer an option – it's the condition for survival in a fragmented commercial world. Companies that integrate it today will define tomorrow's standards.

Discover the ZIQY audit →