Monthly Archives: November 2024

Recovering Lost Sales cart abondonment

Recovering Lost Sales: How to Tackle Cart Abandonment in E-commerce

Cart abandonment refers to the phenomenon where a prospective customer adds a wish list of products  to their online shopping cart but exits the platform without finalizing the purchase. This represents a prevalent challenge within the e-commerce industry.

According to Statista, cart abandonment rates have been climbing steadily since 2014, after reaching an all time high in 2013. In 2023, the share of online shopping carts that is being abandoned reached 70% for the first time since 2013.

Sellers Commerce, reported that on a global scale e-commerce businesses lose a potential revenue of $18 billion due to abandoned carts in a year. Roughly that comes up to 0.3% of the total e-commerce revenue. The projected value of merchandise that gets abandoned in online carts every year is around $4 trillion.

The average cart abandonment rates by device are as follows: Mobile users experience the highest cart abandonment rate, Followed by tablet users, with desktop users not far behind.

Websites selling luxury and jewelry products have the highest cart abandonment rate, followed by fashion and apparel, electronics, and home and furniture.

According to a report by Dynamic Yield, the APAC region has the highest cart abandonment rate, reaching 80.81%. This is followed by EMEA at 76.5% and the Americas at 71.16%. The regional differences in cart abandonment shed light on the various consumer behaviours and shopping experiences.

Cart abandonment can happen for a number of reasons, one of which is that the customer might not actually be looking to buy a product from that particular website. Some might just be browsing, exploring a new brand or product, or comparing prices between different e-commerce sites. It can also happen when a customer adds a product to the cart but forgets to complete the purchase, or when they have three similar items with the same product portfolio but a different variant or the quantity. Other potential reasons for cart abandonment include:

  • Extra costs like shipping and taxes
  • Unexpected high costs
  • Forcing buyers to create an account
  • Lack of trust
  • Poor user experience or technical errors
  • Lower price from competitors
  • Limited payment methods
  • Inflexible return policy
  • Long checkout process
  • Long delivery time
  • No discounts or promo codes available
  • Payment security concerns
  • Unclear pricing
  • Restrictions on the number of units of a specific product you can purchase

While the reasons behind cart abandonment in e-commerce may seem overwhelming, the good news is that there are proven strategies to effectively reduce abandonment rates and improve conversion outcomes.

To reduce cart abandonment, e-commerce businesses should prioritize a smooth and transparent checkout experience, offer a variety of payment options, clearly display pricing, and provide straightforward shipping and return policies. Additionally, strategies such as exit-intent popups and abandoned cart emails can be effective. It’s also crucial to ensure the website is user-friendly across all devices, offer free shipping, provide discounts, and emphasize savings.

In Conclusion, cart abandonment remains a significant challenge for e-commerce businesses, leading to billions in lost potential revenue each year. However, understanding the factors contributing to cart abandonment and implementing the targeted strategies can help mitigate its impact. By focussing on a seamless checkout process, offering different payment options, and addressing common pain points like shipping costs and trust issues, businesses can improve their conversion rates. Additionally, employing tactics such as exit-intent popups, abandoned cart emails, and ensuring mobile optimization can further reduce abandonment. Ultimately, a customer-centric approach will drive better results and boost sales in the competitive e-commerce landscape.

amazon walmart tarrif pressure in india

India under tariff pressure to give Amazon and Walmart full market access, FT reports

April 22 (Reuters) – U.S. President Donald Trump’s administration intends to press India to give online retailers such as Amazon (AMZN.O), opens new tab and Walmart (WMT.N), opens new tab full access to its $125 billion e-commerce market, the Financial Times reported on Tuesday, citing industry executives, lobbyists and U.S. government officials.

The U.S. plans to push Prime Minister Narendra Modi’s government for a level playing field on e-commerce in wide-ranging talks on a U.S.-India trade agreement set to also cover sectors from food to cars, the newspaper reported.

It did not mention what measures the Trump administration expects from the Indian government.

Amazon and Walmart operate in India through local units but face restrictions on holding inventory and directly selling to consumers, unlike domestic firm Reliance (RELI.NS), opens new tab, which can open physical stores and leverage its vast retail network to reach customers across the country.

Amazon and Walmart did not immediately respond to Reuters’ requests for comment.

India and U.S. are in the middle of chalking out a trade deal as part of New Delhi’s efforts to avoid U.S. tariffs.

U.S. Vice President JD Vance also met with Indian Prime Minister Narendra Modi on Monday, as officials in New Delhi expect to clinch a trade deal with the U.S. within the 90-day pause on tariff hikes announced by Trump on April 9 for major trading partners.

News Credits- Reuters

Walmart Flipkart and India

Walmart-backed Flipkart to shift base back to India from Singapore

April 22 (Reuters) – Flipkart will shift its holding company from Singapore to India, the e-commerce company said on Tuesday, as its parent Walmart aims to take the 17-year-old company public.

Many Indian startups that once chose to be based abroad for better access to capital and smaller tax bills are now queuing to return home from financial hubs such as Singapore and the U.S. due to better initial public offering (IPO) prospects in a country that does not allow dual listings.

“This move represents a natural evolution, aligning our holding structure with our core operations,” Flipkart said in a statement.

Flipkart started in 2007 by selling books online and expanded into a behemoth that competes with Amazon (AMZN.O), opens new tab in India. It moved its holding company to Singapore in 2011.

Walmart bought a controlling stake in Flipkart in 2018, which also gave it ownership of PhonePe, a digital payments company owned by Flipkart at the time.

In 2022, PhonePe separated from Flipkart and shifted its headquarters from Singapore to India, a move that left Walmart with a tax bill of nearly $1 billion.

Walmart is looking to list Flipkart and PhonePe in India over the next couple of years, Dan

Bartlett, Walmart’s executive vice president for corporate affairs, told Reuters last year.
PhonePe has already begun preparatory steps for a public listing on India’s stock exchanges.

Financial technology firms Razorpay and Pine Labs, quick commerce startup Zepto and advertising technology company InMobi are among startups that have already shifted, or are in the process of shifting, back to India.

News Credits- Reuters

Supergoop launches in India with Nykaa

Supergoop launches in India with Nykaa

Supergoop, a global skincare brand has partnered with multi-brand beauty retailer Nykaa for its entry into the Indian market.

With this partnership, Supergoop products will be available across Nykaa’s e-commerce website, Nykaa Luxe, and Nykaa’s select retail stores.

Commenting on the launch, Anchit Nayar, executive director CEO of Nykaa Beauty in a statement said, “With Supergoop’s innovative, skincare-first formulations, we aim to turn sun protection from an afterthought into a seamless and daily habit. As Supergoop’s exclusive partner in India, we are excited for our consumers to try these globally loved products that provide next-generation sun protection that are effective and effortless.”

Holly Thaggard, founder of Supergoop added, “20 years ago, I launched Supergoop to change the way the world thinks about sunscreen, and I am super excited to partner with Nykaa to bring this mission to India, a land of heritage and energy. Our feel-good, game-changing daily SPF formulas are clean, efficacious, and created with UV-protecting ingredients – perfect for both city and country living.”

Supergoop sun protection lineup includes glowscreen, unseen, mattescreen, play everyday lotion, glow stick, sunscreen spray, and mineral powder.

Author Credits- Maverick Martins, FASHION NETWORK

Chanel brand ambassador and Kendrick Lamar

Chanel appoints Kendrick Lamar as brand ambassador for eyewear

Chanel has tapped Grammy-winning rapper and entrepreneur Kendrick Lamar as the face of its upcoming eyewear campaign, set to launch on April 22, 2025. The appointment marks a bold move by the French luxury house to deepen its cultural footprint through collaborations that blend fashion, music and storytelling.

The Spring 2025 campaign highlights Chanel’s latest eyewear collection and features Lamar alongside actors Margaret Qualley, Lily-Rose Depp and Nana Komatsu. With this move, Chanel aims to engage younger, culturally connected consumers in key global markets.

Chanel first began building ties with Lamar in 2023, when he wore a custom look by the house to the Met Gala. In early 2024, his creative company pgLang collaborated with Chanel on “The Button,” a fashion short film that premiered during the brand’s haute couture presentation in Paris.

“Chanel has a timeless legacy, and that is always something I can get behind,” said Lamar. “Since they don’t make clothes for men, I knew it would have to be glasses.”

Eyewear remains one of Chanel’s most dynamic commercial categories, serving as an entry point for new customers. The brand has continued to grow its presence in this segment with expanded retail efforts and seasonal storytelling. According to Bruno Pavlovsky, president of Chanel’s fashion division, eyewear is more than a functional accessory—it plays a strategic role in the house’s business model and overall brand strategy.

With this appointment, Lamar joins a select group of male ambassadors at Chanel, including G-Dragon and Timothée Chalamet. The partnership is expected to evolve beyond the eyewear campaign, with additional creative projects led by pgLang. The collaboration bridges Chanel’s heritage fashion codes with contemporary cultural storytelling.

As the campaign rolls out this week, Chanel’s move reflects a growing shift in luxury marketing, where cultural credibility and cross-industry partnerships are essential to maintaining global relevance in a competitive landscape.

Author Credits- Nazia BIBI KEENOO, FASHION NETWORK

ITC Mother Sparsh

ITC Ltd to acquire personal care brand Mother Sparsh

Indian conglomerate ITC Ltd has signed an agreement to acquire the balance 73.5 percent stake in Mother Sparsh Baby Care Pvt Ltd, a premium ayurvedic and natural baby care brand.

As part of the deal, ITC will invest Rs 81 crore ($10 million) through combination of primary subscription and secondary share purchase to take its total investment in Mother Sparsh to Rs 126 crore.

In 2022, ITC acquired a 16 percent stake in Mother Sparsh for Rs 20 crore and later invested Rs 13.5 crore to increase its stake to 22 percent.

The acquisition is expected to be completed over a period of 2–3 years with Mother Sparsh team operating the business during this period.

Commenting on the acquisition, Himanshu, founder CEO of Mother Sparsh in a statement said, “We are delighted that ITC, who came on board as an early investor, is now taking Mother Sparsh to the next level. We’re confident that ITC’s institutional strengths will help serve the evolving needs of Indian mothers for generations to come.”

Sameer Satpathy, divisional chief executive of personal care division at ITC Ltd added, “This acquisition is an exciting opportunity, aligned with our aspiration to build a formidable portfolio of future ready, best-in-class innovative offerings that delights Indian consumers.”

Mother Sparsh offers a wide range of ayurvedic products across personal care, health and hygiene. It retails through its direct-to-consumer platform and e-commerce marketplaces.

Author Credits- Maverick Martins, FASHION NETWORK

international grocery stores reliant on imports

Nothing we can do: Anxiety high at international grocery stores reliant on imports

WHEATON, MD – For over 30 years, Lenny Ung has prided himself on providing the ingredients needed to cook Southeast Asian cuisine to the residents of this leafy suburb north of Washington.

Walking down the colorful aisles of Hung Phat Grocery, Ung pointed out some of his customer’s favorites: shiitake mushrooms from China, Japan’s Kewpie mayonnaise and fish sauce from Vietnam. But, he said, because of Donald Trump’s sweeping tariffs, it may soon be too expensive to keep some of these staples on his shelves.

“It’s frustrating,” he told USA TODAY. “We don’t want things to change, but there’s nothing we can do.”

Across the United States, small, family-owned international grocery stores are bracing for increased prices after Trump imposed a 10% universal import tax and a staggering 145% duty on Chinese imports.

For stores like Hung Phat Grocery – which imports more than 90% of its products – the tariffs could cause seismic shifts to their business, impacting not only how much their items cost but what they continue to carry.

There’s also great uncertainty as Trump seeks negotiations with China and begins talks with other counties whose larger tariffs were delayed by 90 days. Some of the threatened duties would have hit Asian countries particularly hard, including Vietnam (46%), Thailand (36%), Cambodia (49%), South Korea (25%) and Indonesia (32%).

In the meantime, grocers selling international foods are trying to gauge how much their distributors will raise prices and whether they should buy in bulk – a risk especially for perishable foods.

“We’re very worried,” Ung said.

Stores may have to substitute Chinese goods

In Pittsburgh, family-owned Lotus Food is weighing its options.

Half of what’s on the store’s shelves is imported from China, and with the escalating back-and-forth between the world’s two largest economies, some of those products – soy sauce and rice noodles, for example – may no longer be feasible to carry, said manager Joy Lu.

“Worst case, we don’t buy anything from China and we look for substitutes,” she said. “We’ll sell what we can from Thailand, Indonesia, Taiwan, Japan, Korea.”

Lu said most of the store’s suppliers have several weeks worth of inventory that isn’t affected by the tariffs. But after that, they’ll begin taking on the increased costs and raising prices in store. She expects it’ll hurt business as she and others have already seen customers spending less.

“Hopefully it’s short and China can negotiate, otherwise it’s going to be bad for everybody,” she said.

Middle Eastern grocers brace for tariffs

It’s not only Asian grocery stores that are preparing for higher prices. At Halalco Halal Meat Groceries in Falls Church, Virginia, manager Awais Mohammed has been in constant contact with vendors.

“We are asking them ‘Please, if you have to go up 10%, don’t do it right away,’” he said. “We want to give our customers time to balance their expenses.”

The market offers a wide range of food, from halal meat to pita bread, baklava, preserves and lentils. Most of the store’s items are imported from Turkey and Lebanon, both of which are subject to Trump’s universal 10% tariffs.

The uncertainty is also being felt at Hilal Groceries in Des Moines, Iowa. Salah Salah, who owns the store with his parents, said his biggest challenge is figuring out what supplies to order and how much. Not even their vendors can help, he said.

“You call our big vendors, like: ‘Hey, what’s going on? Do I need to buy a lot of this stuff and store it?’ And they’re like, ‘We don’t know.’”

Tariffs are the latest financial challenge for specialty food grocers

Before the tariffs, grocers and consumers were already contending with higher prices for basic items like eggs and beef.

In the past year, the price of food went up 2.5%, according to the U.S. Consumer Price Index, which tracks inflation. In March the cost of meat, poultry, fish and eggs rose 1.3%, primarily fueled by the bird flu outbreaks that have forced farmers to destroy more than 10 million egg-laying hens across the country to prevent the spread of the disease.

Philavanh and Roza Katembo run Tanganyika Grocery Store, a shop specializing in African products in Des Moines. They said because of rising wholesale prices, they have had to raise theirs to break even or make a profit.

They previously sold 22-pound bags of corn flour, often used to make fufu, a starchy West African dish, for $25. Now, they’re $40. The price of cassava leaves at the store has doubled from $5 to $10.

At La Tienda Mexicana, one of Des Moines first Mexican grocery stores when it opened more than 30 years ago, owner Alonso Magallanes says he has noticed a decline in customers over the past few months.

“I think people are trying to save the most money they can just in case something happens,” said Magallanes, standing behind the checkout counter, his fingers intertwined around his apron strings.

He also suspects some of his customers are afraid of the Trump administration’s anti-immigration policies. Tattered signs taped to street lights near Magallanes’ small store read: “Don’t open for ICE,” referring to Immigration and Customs Enforcement.

‘We just have to hold tight’

It’s been a hard few months for Hung Phat Grocery.

Since January, the specialty shop has seen a 20% drop in revenue, which Ung credits to shoppers spending less and the mass layoffs of federal workers, a customer base he had long relied on. Tariffs, he said, are just the latest upheaval.

“We just have to hold tight,” Ung said. “I tell my employees, ‘We will make it through together.’”

Ung opened Hung Phat Grocery more than 30 years ago, after the success of a rice noodle kitchen he started with his brother across the street. Today, he runs the five-aisle store with his wife, his son and about three other employees who he said are like family.

That family also includes his customers, many of whom are immigrants reliant on Hung Phat Grocery for a taste of home and ingredients they can’t find at larger American supermarkets.

Because of this close bond, Ung said raising prices is a torment. He speaks with his customers on a daily basis, hears their concerns and knows many are operating on fixed budgets. While he’s absorbing what he can for now, prices will have to go up if nothing changes.

“I pray for negotiations,” he said. “This is making everybody crazy.”

Author Credits- Christopher Cann and F. Amanda Tugade, USA TODAY

transform Mall of the Emirates

Majid Al-Futtaim embarks on $1.4bn revamp of Mall of Emirates

Majid Al-Futtaim has announced a landmark 5-billion-dirham ($1.4 billion) investment to transform Mall of the Emirates into a next-generation lifestyle destination. Marking the mall’s 20th anniversary, the project represents a bold refounding of a regional retail icon. The “Mall of New Possibilities” vision will introduce new retail, dining, wellness, entertainment, and cultural offerings.

As part of the transformation, 20,000 square meters of additional retail space will be added, welcoming 100 new stores across luxury, fashion, and lifestyle categories. Moreover, 1.1 billion dirhams have already been allocated to major enhancements currently underway, including a new wellness club, cultural hub, dining precinct, and infrastructure upgrades.

Khalifa bin Braik, chief executive of Majid Al-Futtaim Asset Management, said: “Two decades ago, Mall of the Emirates set a new benchmark for retail and entertainment in the region. Today, we’re building on that legacy with a bold investment that redefines what a mall can be. This transformation goes beyond physical expansion — it’s about creating new ways for people to connect, unwind, and be inspired, all in one destination.

“As we mark 20 years, our focus is firmly on the future. By introducing world-class wellness, cultural, and dining experiences, we’re enhancing quality of life and supporting Dubai’s vision as a global city — all while remaining committed to innovation and sustainability at every step.”

Among the upcoming features is the SEVEN Wellness Club, bringing premium fitness, spa, and recovery experiences to the Kempinski Hotel. The “New Covent Garden” cultural hub, developed with Dubai Performing Arts Academy, will open in early 2025 and include a 600-seat theater and rehearsal spaces.

As part of the transformation, a new indoor-outdoor precinct will introduce a dynamic mix of fast-casual dining and interactive entertainment, designed to foster social connection and vibrant lifestyle experiences. At its heart will be the mall’s first-ever outdoor F&B courtyard, set to debut in early 2027. This adaptable space will transform into a lush green oasis during the cooler months, offering visitors a refreshing new way to enjoy the mall’s evolving culinary scene.

Majid Al-Futtaim is also redefining its entertainment portfolio to cater to all ages, with four new entertainment concepts set to launch by late 2026. Vox Cinemas has further enhanced its offering at the mall, debuting the world’s most advanced IMAX experience to deliver cutting-edge cinema for its audiences.

The investment also includes a full revamp of the West End district, modernizing its design and atmosphere to create a vibrant social hub. Infrastructure enhancements are already underway, including the rollout of the Parkin barrierless parking system, improved access roads, and bridge upgrades in collaboration with Dubai’s RTA, expected by September.

With sustainability at its core, the transformation will integrate energy-efficient technologies, smart systems, and eco-conscious design — reinforcing Majid Al-Futtaim’s commitment to shaping spaces that are innovative, inclusive, and future-ready. Mall of the Emirates is poised to redefine the retail experience for a new era.

News Credits- ARAB NEWS

Rural Distribution In India

Disrupting Logistics & Revolutionising Rural Distribution In India: Sandeep Deshmukh Of ElasticRun

ElasticRun has disrupted rural distribution by helping e-com and FMCG players reach the remotest of villages across India. But beyond logistics, their platform is a powerhouse of consumer insights for brands, says founder Sandeep Deshmukh.

ElasticRun (ER) was created as a platform to connect the deepest of rural areas in India with e-commerce portals. The founders of ER learnt along their careers in logistics that in the rural parts of India, it is not that the consumers don’t want premium products; it’s just that they’re not cost effective for companies to transport.

Through that insight, the three co-founders – Sandeep Deshmukh, Shitiz Bansal, and Saurabh Nigam – created a model that disrupts that otherwise expensive logistics chain—crowdsourcing and aggregating idle capacities of warehouses, people and vehicles. “We believed that with our technical know-how, we could connect the remotest parts of the country to any manufacturer—at an affordable cost and at a high scale,” says Sandeep Deshmukh, Co-Founder & CEO, ElasticRun.

Founded in 2016, they reached unicorn status by 2022. Today the platform is considered one of the largest, most prominent B2B e-commerce platforms in India, particularly for the rural sector. But what really gained them traction was their decision to open up their platform for FMCG brands to distribute products to deep rural kirana stores. It gave brands a viable and cost effective channel to connect with the rural market (over 10 million kirana stores across the country) and also gave them deeper insights into each market, enhancing supply.

Essentially, the way it works is:

“We crowdsource idle capacities and use them at an incremental cost. So our total cost of operation is fairly low compared to any of the traditional, capex models. At the same time, the scalability of the model is high. If I want to multiply my capacity by 10 times, I don’t have to hire 10 times more people or real estate. My tech stack aggregates those capacities.”

A Powerhouse Of Consumer Insights

It is general consensus that Indians are aspirational. This sentiment holds true for rural consumers too. “Their economic condition may or may not always support their aspirations. But even if there is a spare capacity of 10, 15, 20 rupees, then having the right product available creates an offtake.” Deshmukh notes that the desire for novelty and premium products in the rural markets is extremely high.

With their unique data insights, the ER platform is even geared to notice early signs of inflationary pressures—periods when consumption goes to extremely non-discretionary buying with only sugar, oil and grains. “The reverse is also true—when we see products like high value shampoo bottles getting sold, it means inflationary pressures are low.” Keen observations like this help them switch up the product mix over the next few weeks until the signals change again. At any point of time, many inferences can be drawn from both marketing and economic angles.

Furthermore, all rural areas aren’t homogeneous. Wide nuances and changes in preference are seen based on factors as simple as the type of water available. “The water may be saline, hard or soft. And depending on that, a national, regional or local manufacturer of detergent will make a dent in that region.” This kind of information needs to get baked into category management engines for manufacturers to know what is going to sell in that market. While ER may have the capability to carry all kinds of goods to markets, their platform helps brands find the right product-market fit.

Tech-Enabled Add-Ons

ER has monetised this propensity to provide valuable insights through a data channel that produces reflections on consumption in different parts of the country at different points of time, becoming a key decision maker for all of the FMCG companies to plan supply into those markets.

They’ve also built a product for credit where anyone working on the platform can get access to formal credit through different NBFCs and banks. But are rural consumers really tech-savvy enough to make the most of these offerings? “When it comes to things that benefit them, yes.” Deshmukh tells us that one of their most loyal and tech-savvy cohorts are women-run stores. These women are typically mothers who manage both their homes as well as their stores; extracting the most out of every offer ER rolls out.

The Road Ahead

Since the launch of the platform, Deshmukh attests that average order value in each store keeps going up. Their cost-effective channel has had substantial benefits to rural consumers as well as store-owners.

“Brands that have been distributing predominantly to the urban cities have now found a cost viable channel to reach out to the rural markets. And there is no other platform that has the kind of wide and consistent reach that we do.”

Looking to the future, ER wants to add more categories onto the platform, right from pharma to hardware, garments and more. Through their model, they will continue to be an economically viable and scalable channel to reach out to rural markets.

Author Credits- Tsunami Costabir, THE FREE PRESS JOURNAL

USA China Tariff on Imports

US says China Faces Up To 245% Tariff On Imports Due To Retaliatory Action

New Delhi: China now faces tariffs of up to 245 per cent on import of goods into the United States “as a result of its retaliatory actions”, the White House said Tuesday afternoon (India time) as the trade war between the two countries appears to run further and further off road.

The announcement came as Donald Trump authorised an investigation into “national security risks posed by the US’ reliance on imported, processed critical minerals”, which includes cobalt, lithium, and nickel, and rare-earth metals used to manufacture batteries, such as those used in electric vehicles.

The order points out the US is “dependent on foreign sources… at risk of serious, sustained, and long-term supply chain shocks”, and this dependence “raises potential for risks to national security”.

Until now tit-for-tat tariff exchanges had seen the US levy a 145 per cent tax on Chinese imports and China slap a 125 per cent duty on American goods.

There is, however, some confusion about the tariff on China being ramped up by 100 per cent.

It appears – and the US has not confirmed this as yet – that the 245 per cent mentioned by the White House refers to the total amount of tax that can be levied on Chinese goods imported into the US.

China’s Response

On Wednesday morning a top Chinese official claimed the US’ tariffs were putting “pressure” on it.

However, simultaneously China also said its economy grew a forecast-beating 5.4 per cent in the first quarter. Industrial output climbed 6.5 per cent and retail sales 4.6 per cent year-on-year.

Beijing, though, warned the global economic environment is becoming more “complex and severe” and that more needs to be done to boost growth and consumption.

“If the US really wants to resolve the issue through dialogue and negotiation, it should stop blackmailing and talk to China on the basis of equality, respect and mutual benefit,” spokesman Lin Jian said.

‘Ball In China’s Court…’

Trump, meanwhile, has said China needs to make the first step in any negotiation. “The ball is in China’s court. China needs to make a deal with us. We don’t have to make a deal with them,” the President said, a day after he accused Beijing of reneging on a major Boeing deal.

Trump has repeatedly accused China, India, Brazil, and most of the rest of the world, in fact, of levying higher tariffs on American imports than the US places on goods it imports from them.

He has argued, and this was a major issue in his re-election campaign, that levying reciprocal tariffs will either force others to bring down their taxes or jumpstart a stuttering American manufacturing sector.

In line with that ‘vision’ that Trump, since the start of the year, has imposed duties on imports from China, alongside a 10 per cent ‘baseline’ tariff on many US trading partners.

For China specifically, he stacked a 20 per cent ‘fentanyl tax’, declaring Beijing had failed to control production and distribution of the deadly narcotic, and a 125 per cent charge for “unfair trade practices”.

By April 9 the cumulative tariffs had crossed 100 per cent, prompting markets worldwide, including in the US, to nosedive. Since then Trump has paused several orders, although these don’t impact China.

China responded in kind and also suspended import of sorghum, poultry, and bonemeal, put trade restrictions on 27 American firms, and filed a complaint with the World Trade Organization.

The WTO has said uncertainty over the US-China tariff war could have “severe negative consequences for the world”, and that world merchandise trade is set to fall 0.2 percent for 2025.

However, “severe downside risks… could lead to an even sharper decline of 1.5 percent”.

‘Elephant, Dragon Dance’

The tariff war has also prompted Beijing to reach out to India and the European Union to drum up support. Last month China’s Foreign Minister Wang Yi called on New Delhi and Beijing to “make elephant and dragon dance” and “take the lead in opposing hegemonism and power politics”.

China then called on the European Union to join hands to resist “unilateral bullying” by the US, echoing Xi Jinping’s remarks from earlier and stressing this would not only “safeguard legitimate rights and interests… but also safeguard international fairness and justice.”

Author Credits- Chandrashekar Srinivasan, NDTV WORLD