Donald Trump may have paused higher tariffs for most countries, but the baseline tariff of 10% will still apply to the UK.

The UK retail sector is generally expected to feel minimal direct effects as a whole from the tariffs, but the trade war could have some big repercussions should it escalate. 

Watching closely will be brands with strong popularity in the US. Data intelligence firm Similarweb has shared data with Retail Week on the top 50 British retail ecommerce sites based on visits from US browsers between April 2024 and March 2025.