By Eva Richardson | March 25, 2025 | The Logistic News
As trade tensions rise and tariff regulations grow more unpredictable across global markets, logistics professionals are under increasing pressure to stay ahead of evolving policies. In a recent interview, Michael Williamson, Senior Vice President of Global Trade and Customs at GEODIS, offered rare and timely insights into how shippers can adapt to the turbulent landscape of international commerce.
With over two decades of experience in customs compliance and trade strategy, Williamson has helped guide GEODIS through some of the most disruptive trade environments in recent history. Today, his perspective is more valuable than ever as companies navigate an era marked by geopolitical frictions, retaliatory tariffs, and mounting regulatory expectations.
“Trade policy is no longer something that happens in the background,” Williamson explained. “It’s now a boardroom issue that can reshape sourcing strategies, margin expectations, and even go-to-market timelines.”
The Return of Tariff Volatility
According to Williamson, the current tariff environment—especially under evolving U.S. trade strategies—presents a unique set of challenges. With new reciprocal tariffs looming and the possibility of additional sector-specific duties, importers and exporters face growing uncertainty about the cost and timing of international shipments.
He pointed to the April 2 deadline for multiple U.S. tariff announcements as a moment of concern for shippers across industries. Companies relying on just-in-time supply chains or operating within narrow profit margins are especially vulnerable to last-minute policy shifts.
“It’s not just about knowing what the current tariffs are,” he said. “It’s about being ready for what could change next week or next month.”
Mitigation Through Strategy and Tech
Williamson emphasized that success in today’s regulatory environment hinges on a company’s ability to anticipate disruptions and respond with agility. He encouraged logistics leaders to invest in:
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Customs compliance technology for automated classification and document generation
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Scenario modeling tools to simulate the impact of different trade environments
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Cross-functional collaboration between logistics, legal, finance, and procurement departments
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Local partnerships to better interpret and respond to regional regulations
“Companies that treat compliance as a core competency—not a back-office function—will have a distinct advantage,” Williamson noted.
Building a Resilient Trade Model
One of the key takeaways from Williamson’s remarks is the importance of proactive risk management. He advised businesses to take a long-term view of tariff exposure, including reshoring options, alternate sourcing regions, and inventory strategies that reduce dependency on any one trade lane.
He also addressed the growing role of trade policy in ESG frameworks, citing the need to align tariff decisions with sustainability goals. For instance, sourcing from regions with cleaner production standards can support both cost-efficiency and environmental benchmarks in the long term—even if short-term tariffs make them appear less attractive.
The GEODIS Approach
At GEODIS, Williamson leads a team dedicated to monitoring global trade policy developments and advising clients on best practices. Their work includes regular briefings, customer training sessions, and hands-on support for tariff management, duty recovery, and customs audits.
“We’re here to help companies transform trade challenges into opportunities,” he said. “By staying informed and prepared, businesses can turn policy uncertainty into competitive advantage.”
Conclusion
As tariff headlines continue to dominate the global trade narrative, insights like those from Michael Williamson serve as a powerful reminder that logistics is no longer just about moving goods—it’s about managing risk at the intersection of economics, politics, and policy. For companies seeking to stay competitive in 2025 and beyond, the message is clear: trade strategy must now be a core element of supply chain resilience.
