The EU–US trade agreement has been in force since July 1, 2026. For many SME leaders, the question is no longer whether tariffs will disappear, but how to sell in America with them. The good news: the rules are now known.

Key figures

  • US tariffs on most European goods are capped at 15%, with no stacking: cars, semiconductors, pharmaceuticals, lumber (European Commission).
  • Some products stay at the normal (MFN) rate: aircraft and aircraft parts, generic medicines, and natural resources not available in the US, such as cork.
  • Steel and aluminium are still taxed at up to 50% (French Customs, updated November 3, 2026); Washington is due to bring them under the 15% ceiling by the end of 2026.
  • The average effective tariff on EU goods reached 8.5% in 2025, and EU exports to the US (excluding Ireland) fell 4.1% (ING).
  • Even so, the EU exported €555 billion of goods to the US in 2025, up 3.5% (European Commission).

What this means for a European SME or mid-sized company

A 15% tariff can be managed: you build it into the price, share it with your distributor, adjust your margin or the origin of some components. What is much harder to manage is losing your place with an American customer. A buyer who replaced your product in 2025 will not come back on their own in 2026.

Three things to do:

  1. Check your customs code. Depending on the product, you face 15%, the normal rate, or 50% for some metals. That difference changes the whole calculation.
  2. Sell value, not price. A US buyer will accept a few points more if your product saves them time, improves quality or helps with compliance.
  3. Stay commercially present. Companies that paused prospecting during the uncertainty left the field to their competitors.

With a framework set until 2029, uncertainty is no longer a reason to wait. Now is the time to restart conversations.

Our approach at Gershon Consulting

Since 2013, Gershon Consulting has helped European companies enter the US market. We define your ideal customer profile (ICP) in the US with you, taking into account what stays competitive after tariffs. We then open qualified meetings with those decision-makers through LinkedIn prospecting and outbound, and provide commercial representation on the ground. Tariffs can be managed; our job is to make sure you keep your place with your customers.

Book a call with us: https://www.gershonconsulting.com/calendar

Lire cet article en français : Droits de douane américains en 2026 : ce que les PME européennes doivent savoir

Sources: European Commission, EU–US trade deal (updated July 27, 2026); French Customs, US and EU tariff measures in force (updated November 3, 2026); ING THINK, The US tariff shock in 2025 vs 2026 (April 8, 2026).