How Canada Fits Into Your Fulfillment Strategy (1/3)

Tariffs are forcing US brands to rethink their fulfillment strategies.

For years, Section 321 allowed companies to ship goods from Canada, Mexico, or Asia into the US without paying duties. It was simple, fast, and cheap.

That playbook is breaking down.

Tariffs are rising. Enforcement is tightening. And the de minimis exemption no longer applies to goods from China. What used to be a cost-saving strategy is now a compliance risk.

Brands that relied on cross-border shipping are being forced to adapt. Some are pulling back. Others are doubling down on Canada, but with a more strategic lens.

To understand what’s actually happening, I spoke with:

• Jesse Mitchell (SFI) – US/Canada 3PL + US/Canadian Customs Brokers

• Yan Sim (Operating Crew) – Fulfillment strategy consultant

• Jarrett Stewart (GoBolt) – U.S./Canada 3PL

• Adam Dambrov (AMD Trade) – Trade attorney with 30+ years of experience

They’re on the ground helping brands adjust their networks in real time. And from those conversations, one theme emerged: Canadian fulfillment can work - but only if it fits your long-term strategy.

To break this down clearly, I’ve organized this series into three parts:

• Part 1: How to think about the Canada opportunity ← This post

• Part 2: Should you add a Canadian node?

• Part 3: How to set up fulfillment in Canada

If you're evaluating Canada as part of your fulfillment strategy, I hope these articles will help you cut through the noise and give you new perspectives.

Let’s get started with Part 1: How to think about the Canada opportunity

What’s Inside

• The Shift → 8 ways top brands are adapting

• TL;DR → What smart operators are doing

• Introspect → 6 questions to test if Canada makes sense for you