A new report from Proton reveals that 42% of North American distributors still don’t have a plan for responding to tariffs, despite growing competitive pressure from more proactive peers.
The 2025 Tariff Impact Report details how nearly half of distributors are still in “wait and see” mode, even as smarter players are using this moment to protect margins and grab market share.
“This isn’t just about tariffs. It’s about visibility,” says Proton CEO, Benj Cohen. “Right now, too many distributors are flying blind and reacting instead of planning. The ones who are getting ahead aren’t the ones with the perfect forecast. They’re the ones who built systems that let them move fast when the market shifts.”
Key takeaways:
● 42% of distributors say they’re still in “wait and see” mode, without a formal plan to adjust sourcing, pricing, or supplier contracts in response to the return of tariffs.
● 79% plan to raise prices to protect margins, indicating that pass-through pricing remains the default strategy.
● Distributors are split on China: 35% are seeking alternative suppliers, while 20% are raising prices specifically on Chinese goods.
