Shift toward reciprocal tariffs
The US expanded its reciprocal trade approach beyond smaller economies, advancing tariff alignment frameworks with key partners, including the EU, Japan, the UK, India and Taiwan, alongside emerging economies. These countries accounted for over 30% of US goods imports in 2024¹, underscoring the scale of impact. The US further levied duties on imports from approximately 60 trading partners over allegations of inadequate forced-labor controls in supply chains, accounting for 99.4%² of total US imports.
The policy shift emphasizes bilateral tariff alignment, with negotiated reciprocal tariff rates generally falling in the ~10% to 20%³ range across major partners, replacing higher or more uneven pre‑agreement duties. These reductions are accompanied by targeted sector‑level concessions and clearer market access terms, particularly for industrial goods, autos, agriculture and technology‑linked exports.
Potential impact and organizational response
For organizations, the expanding scope of reciprocal tariffs increases cost volatility, compliance complexity and sourcing risk across major trade lanes, particularly US-EU and US-Asia corridors. Higher tariffs on intermediate goods may pressure margins and disrupt just‑in‑time supply chains.
Companies should proactively reassess tariff exposure by geography and category, diversify sourcing across tariff‑light jurisdictions, and strengthen trade compliance monitoring. Firms with flexible manufacturing footprints may gain advantage by reallocating production to countries covered by more favorable bilateral terms.
West Asia conflict
US air cargo: The west Asia conflict has led to widespread airspace restrictions, forcing airlines serving US-Asia routes to take longer detours, operate with heavier fuel loads and reduce effective capacity. Major cargo carriers have imposed temporary fuel and demand surcharges on US air shipments linked to the region, reflecting higher jet fuel costs and operational risk. Industry assessments warn that air cargo rates on affected corridors could spike sharply if disruptions persist. Air freight rates are expected to remain elevated through H2 2026 as demand growth (+4% year-over-year in June⁴) continues to outpace constrained capacity, with limited widebody aircraft availability and ongoing disruptions reducing prospects for meaningful rate relief.
US ocean freight: Ocean carriers have enacted service suspensions, booking halts and vessel diversions following west Asia conflict. Several major lines have paused transits through the Strait of Hormuz and adjacent Gulf routes, while others are rerouting via the Cape of Good Hope, significantly extending transit times. The disruption has affected roughly 10% of the global container fleet⁵, directly tightening capacity available for US import and export flows and triggering immediate cost escalation.
US trucking freight: Trucking capacity contracted at the second-fastest pace on record in July⁶, as regulatory enforcement and limited fleet expansion tightened equipment availability, keeping freight rates elevated despite softer seasonal demand.
Potential impact and organizational response
US air cargo: For US shippers, the conflict is translating into higher total landed costs, volatile surcharges and longer transit times, particularly for time‑critical lanes connecting Asia, Europe and North America. Organizations should prioritize essential stock keeping units, lock short‑term capacity where possible and closely monitor fuel and emergency surcharge mechanisms to manage near‑term exposure.
US ocean freight: Ocean carriers have introduced war risk and conflict surcharges ranging from roughly $1,500 to $3,500 per container⁷, materially raising US inbound freight costs. Firms should secure vessel space early, diversify routings and carriers, and reassess inventory buffers as extended diversions and congestion ripple through global networks. Ocean carriers are increasingly using fuel and contingency surcharges to offset rising bunker costs and geopolitical risks, helping sustain elevated freight prices even as spot rates begin to soften.
US truck freight: Rising trucking capacity constraints and elevated freight rates may increase transportation costs, extend lead times and reduce supply chain flexibility, particularly for time-sensitive and truckload-dependent shipments.
US last‑mile delivery models
During H1 2026, US last‑mile delivery models came under renewed strain as cost pressures, service fragmentation and changing customer expectations reshaped execution strategies. Retailers and logistics providers are moving away from national, one‑size‑fits‑all networks toward regionalized and multi‑carrier delivery models, as scale alone no longer guarantees reliability or profitability, supported by retailers prioritizing faster delivery expectations (2.6 days vs. 3.4 historically⁸) and service resilience over traditional cost-focused procurement strategies.
Aggressive competition on price, particularly in e‑commerce, has intensified a “race to the bottom,” compressing margins for carriers and raising concerns over long‑term service quality, labor sustainability and network resilience.
Potential impact and organizational response
For US supply chain functions, these shifts increase last‑mile complexity, cost variability and service risk, particularly for e‑commerce and time‑definite deliveries. Overreliance on ultra‑low‑cost carriers may erode reliability, while fragmented networks raise orchestration and visibility challenges.
Organizations should rebalance last‑mile strategies toward resilience over pure cost, combining regional carriers and selective insourcing. Strengthening carrier performance management, investing in delivery visibility and aligning service promises with execution realities will be critical as last‑mile becomes a primary driver of customer experience and margin outcomes.
Global economic outlook
Our EY-Parthenon outlook points to a meaningful but not recessionary global slowdown, with growth easing from 3.4% in 2025 to 2.9% in 2026 — down from our December 2025 forecast of 3.1% — before firming to 3.2% in 2027.
The more important story is not the size of the downgrade but the changing nature of the global economy. Before the Middle East conflict, the drag from tariffs, trade fragmentation and elevated policy uncertainty was partly offset by robust AI-related investment, supportive financial conditions and policy easing across several major economies. The conflict has introduced another supply-side shock through energy, commodities, shipping routes and financial conditions, adding pressure to an already complex operating environment. While a US-Iran peace deal could lead to lower inflation and stronger growth, uncertainty remains elevated.