Retailers today operate in an environment of unprecedented complexity. Global supply chains, once optimised for cost and speed, are now under constant pressure from geopolitical instability, trade wars and shifting regulatory frameworks. These factors have created a perfect storm of delays, rising costs and operational uncertainty, meaning traditional strategies that prioritise efficiency alone are no longer enough.
In fact, 91% of operations and supply chain leaders say they will significantly change their supply chain strategies due to evolving US trade policies, highlighting the urgency for transformation across global markets.
The next frontier of resilience lies in data and Artificial Intelligence (AI). These technologies are revolutionising supply chain management from a reactive process of responding to disruptions before they occur, into a proactive strategy that anticipates and mitigates risks before they escalate. Recent research shows that over 90% of retailers plan to deploy AI for both decision support and network optimisation, demonstrating a fundamental shift in how businesses approach uncertainty.
At the same time, regulatory frameworks like the UK’s Digital Markets Act (DMA) are reshaping marketplace dynamics. Designed to curb the dominance of major platforms, the Act prohibits practices such as self-preferencing and unfair use of seller data. This creates a more level playing field, allowing brands to focus on organic growth strategies rather than competing with platform-owned labels.
Crucially, the DMA also mandates greater transparency and data access for third-party sellers. In EU and UK markets, brands can now access customer information (with consent), enabling more refined product development and pricing strategies. Additionally, stricter consent requirements for personalised advertising are pushing brands to adopt privacy-respecting marketing approaches that rely less on invasive tracking.
Success now depends on how effectively brands leverage technology, not just to stay compliant, but to maintain visibility, build trust and turn complexity into a competitive advantage.
Predicting disruptions before they hit
Disruptions in global supply chains are inevitable, but their impact can be minimised through proactive planning and the strategic use of technology. AI-driven predictive logistics uses advanced algorithms and real-time data to anticipate delays and reroute shipments. To achieve this, brands must move beyond reactive measures and invest in resilient infrastructure by establishing local operations, diversifying suppliers to mitigate single-point failures and leveraging expert partnerships for compliance and logistics agility.
Investing in real-time visibility and predictive analytics empowers brands to spot issues early and adapt quickly. Integrating compliance expertise into these systems also ensures brands can proactively navigate evolving trade regulations, tariffs and sanctions. AI can track regulatory changes across markets and assess their operational impact, helping businesses stay compliant, avoid costly delays and protect both their reputation and supply continuity.
Real-time inventory optimisation and strategic diversification
On marketplaces like Amazon, success depends on maintaining inventory and service standards regardless of external shocks. Inventory management is now a dynamic and data-driven process, where live data enables brands to balance stock levels, reduce waste and meet demand efficiently. Machine learning models can forecast demand by analysing historical sales, seasonality and external factors, while intelligent replenishment systems adjust inventory in real-time based on sales velocity and supplier lead times.
In response to challenges such as tariff shifts and EU/UK trade tensions, brands are proactively building contingency plans, investing in nearshoring and ensuring multiple sourcing and fulfilment options. AI enhances these efforts by assessing supplier reliability and geopolitical risk, recommending alternative sourcing options and monitoring global logistics feeds to detect disruptions early. Natural language processing tools can also scan trade news and custom updates to flag emerging risks, enabling faster, data-informed decisions.
Diversification has evolved from a best practice to a strategic necessity. Expanding supplier bases reduces exposure to single points of failure, safeguarding operations against disruptions caused by geopolitical instability, natural disasters and supply chain bottlenecks. At the same time, diversifying fulfilment partners and distributing inventory across multiple regions enables brands to reroute shipments, shorten lead times and maintain speed to market and meet consumer high demands even during unexpected challenges.
For marketplace sellers, these adaptations are especially critical. Marketplaces reward brands that maintain consistent operational performance, and this is only achievable through a resilient, diversified logistics strategy that supports agility, reliability, and responsiveness.
Resilience is the ultimate competitive advantage
Global supply chains will remain volatile as geopolitical tensions, climate-related disruptions and regulatory shifts are now permanent factors. Brands that make resilience a core strategy will lead the market.
Data and AI provide the intelligence to predict disruptions, optimise inventory and respond quickly. Diversification of suppliers and fulfilment partners adds flexibility, while compliance expertise ensures brands stay ahead of evolving regulations.
Ultimately, resilience is about turning uncertainty into an opportunity. Brands that invest in predictive analytics, operational agility and regulatory alignment, like those adapting to the DMA, will secure long-term growth and a sustainable competitive edge.
