Global trade is being redrawn in real time. Tariffs, shifting sourcing, and new technologies are changing how goods move and who gains advantage in the global economy. Mike Short, President of Global Forwarding at C.H. Robinson, recently joined CNBC’s State of Freight to share his perspective on the challenges and opportunities facing companies around the world.
Drawing on C.H. Robinson vantage point at the center of global supply chains, Short pointed to three powerful trends that are redefining how goods move:
1. Sourcing hierarchies emerge as the new playbook for global trade
Supply chains have moved from back-office functions to boardroom priorities. Short described how tariffs and shifting trade rules have elevated logistics from a cost line to a strategic conversation.
“Instead of the supply chain expense being a line item in their P&L, it’s becoming a boardroom C-level conversation,” said Mike Short on CNBC.
That shift is fueling more deliberate sourcing strategies. While diversification isn’t new, the urgency and scale at which it’s happening is. Companies are increasingly weighing geopolitical risk, tariff exposure, and speed alongside cost when deciding where to source. Some are buying more from the U.S., others are expanding operations across Southeast Asia, while many are investing in nearshoring to Mexico and Canada. Each decision is nuanced, depending on the commodity, customer demand, and long-term business priorities.
The conversation has also evolved beyond the once-standard “China +1” model. Today, shippers are building intentional, tiered sourcing hierarchies that weigh geopolitical stability, tariff exposure, and business continuity alongside cost efficiency. That includes reassessing the entire supply chain architecture—from origin sourcing and port selection to downstream logistics and last-mile delivery.
The takeaway: supply chains are no longer passive conduits. They’re now strategic levers for resilience and competitiveness.
2. Technology is a game changer
If diversification determines where goods come from, technology is shaping how they move. In an environment where tariffs and trade rules shift rapidly, Short emphasized the importance of visibility and agility. Companies are leaning on data to model scenarios, reroute freight, and manage risk in real time.
C.H. Robinson tools, for example, allow shippers to monitor goods at the item level and reroute in real time. One customer avoided $6 million in tariffs by adjusting the path of more than a dozen containers mid-transit—a move that would have been impossible without advanced analytics.
For shippers, that visibility can mean the difference between absorbing added costs or avoiding them altogether. Advanced tools like C.H. Robinson U.S. Tariff Impact Analysis tool or its ACE Import Intelligence tool—are becoming essential for companies that want to stay ahead of disruption and maintain compliance with multiple trade shifts.
3. Strategic ordering remains key amidst a volatile tariff environment
Perhaps the most visible shift in global trade is in how and when companies order goods. Tariffs have disrupted long-established shipping cycles, forcing businesses to rethink timing and tactics. For some, tariffs are now the primary driver of when freight moves. Back-to-school orders, for example, showed retailers prioritizing only the essentials rather than broad product categories.
This year’s peak season started months earlier than normal, as importers frontloaded goods to avoid potential cost hikes. Others are stockpiling when tariffs are temporarily reduced, then pausing orders or re-sourcing when tariffs rise again. Retailers, in particular, are being selective—prioritizing essentials while holding back on discretionary products.
The result is an uneven flow of goods that breaks from historical patterns. Ocean carriers have responded with blank sailings, skipping ports or canceling voyages altogether to adjust to erratic demand. Warehouses see uneven surges as freight arrives in unpredictable waves. For shippers, this means planning for inventory has become as much about strategy as sourcing.
From disruption to advantage
These insights reflect what Short and his team see every day: global trade is being reshaped in real time, and companies are adapting with greater urgency and creativity than ever before. Volatility doesn’t just reveal cracks in supply chains—it also reveals opportunities. When freight demand slows, it can be the best time for companies to optimize, reinvent, and prepare for what’s next.
Short discussed these trends and more during his appearance on CNBC’s State of Freight.
