Purolator survey finds trade uncertainty outweighs tariff concerns for businesses

A new Purolator-commissioned survey suggests uncertainty surrounding trade policy and cross-border compliance is creating greater challenges for North American businesses than tariffs themselves.

The research, based on a survey of 348 supply chain and logistics decision-makers in Canada and the United States and supported by 41 in-depth interviews, found companies are struggling to prepare for continued trade volatility ahead of the July 2026 review of the Canada-United States-Mexico Agreement (CUSMA).

On average, surveyed businesses reported tariffs have reduced revenues by 23 per cent. Canadian companies estimated average annual losses of $661,000, while U.S. businesses reported average annual losses of $710,000.

Although 93 per cent of respondents said they have made operational changes in response to tariffs, only 39 per cent said they are fully prepared to implement additional changes if trade conditions worsen.

“The upcoming CUSMA/USMCA review is a critical moment for cross-border trade, yet many businesses are still reacting rather than preparing. What we see in the data is a readiness gap. Shippers need clear information and practical options they can use now, especially when decisions can’t wait for perfect clarity,” said Brett Huttman, vice-president, strategy, marketing and communications at Purolator.

The survey also found only 16 per cent of Canadian shippers described themselves as “very supported” by their logistics partners, compared with 30 per cent of U.S. shippers.

“When uncertainty is high, businesses are looking for a partner that can provide expertise and capability at scale,” said Huttman. “Experience, reach and reliability matter most when shippers are asked to reroute freight, reassess suppliers or change plans with limited notice.”

The report recommends businesses strengthen CUSMA compliance, assess tariff exposure, diversify suppliers and work with logistics partners that can provide proactive trade guidance.