Why and what to sell online in the United States
The number of connected users has exceeded the 300 million mark for the first time, and the internet penetration rate is at 92%. The United States represents one of the most attractive markets.
Unlike other countries, e-commerce in the USA is in a mature phase.
Online shopping is a consolidated practice: 80% of the population buys a product or service online.
According to Statista, in 2023, revenues in the US e-commerce market will reach $1.011 trillion. This is an impressive figure, considering that in Germany, e-commerce will reach 148 million.
The product category for which North Americans have spent the most online is fashion and beauty ($180.5 billion), followed by electronic devices ($161.1 billion) and furniture ($132.7 billion).
Where to sell online in the United States
Selling online in a broad and complex market like the United States can be a challenging task. To stand out and gain visibility, many brands include marketplaces in their sales strategies.
Platforms such as Amazon, Walmart, and eBay allow reaching millions of potential customers who habitually buy online, with a less time-consuming and resource-intensive investment compared to promoting one’s own e-commerce.
What are the most used marketplaces in the United States?
From web traffic data, it emerges that Amazon is the most popular e-commerce platform in the USA, with well over 2 billion monthly visits.
In second place is another American player: eBay, which attracts over 589 million visits. The third most visited marketplace is Walmart, the famous American distribution chain now also specializing in online sales. Its site is visited around 404 million times on average every month. With an average of 246 million visits, in fourth place, there is Etsy.com. With an average of 182 million monthly visits, in fifth place, there is Target.com, the e-commerce platform born in 2005 and specialized in selling handmade and vintage items.
To navigate the crowded world of e-commerce, the Complete Map of Marketplaces (divided by product categories) can provide useful indications and suggestions.
4 factors to consider before selling on marketplaces in the USA
Before structuring an online sales strategy on marketplaces, it is important to consider four fundamental aspects:
- Defining a logistics organization capable of supporting fast shipments. In the case of Amazon, for example, relying on FBA programs can be a good move, especially considering that 59% of US users have a Prime subscription.
- Optimizing catalogs for the US market. Translating content is not enough. To increase one’s ranking and chances of conversion, it is essential to produce content based on a thorough analysis of the search terms most used by users.
- Publishing complete product pages with all information and accompanied by high-quality images (and possibly also videos).
- Outlining an effective advertising strategy. In such a crowded and competitive market, gaining visibility is far from simple. An example? Only on Amazon, the published products are over 600 million. Without a clear advertising strategy, it is difficult to achieve significant sales volumes.
Some Italian brands use the YOCABÈ Platform to sell online abroad without having to worry about translations, shipments, publication of catalogs in the language, and international invoicing.