The US is considered the promised land of retail and e-commerce, attracting countless online retailers and brands aiming to expand their reach. However, successfully starting an e-commerce business in the US is not a given, it requires careful planning and preparation. With this ebook, we provide you with the required information and the important steps so that you can start off right.
The US offers a huge market and advanced digital infrastructure, making it an ideal place for online businesses. Additionally, the high purchasing power of American consumers and a culture that embraces online shopping make the US an attractive destination for any e-commerce. We will walk you through some of the legal requirements needed to start an online business in the US, along with an explanation on how to choose the right marketplace and online payments by listing pros and cons of each. After that we will dive into the unique preferences of American online consumers when it comes to fulfillment, delivery, returns and customer service.
Ready to tap into the vast potential of the US e-commerce market? Download our ebook now and get all the insights and practical steps you need to ensure your webshop’s success.
Legal requirements for selling is the US
Starting a business in the USA requires compliance with Federal, State, County, and even City laws. Even if you plan to “just operate online,” you must follow specific rules and regulations. Twenty years ago, it was much easier to start an online business; simply setting up a website or web shop would attract customers automatically. However, things have changed significantly. The government introduced more regulations, and the IRS imposed tax rules for online selling. Some key requirements to keep in mind when expanding your e-commerce business into the US are:
- Establishing a legal business entity
- US Tax implications
- Obtain an Employer Identification Number (EIN)
- Registering your brand name
- Find out if you need business insurance
- Certificates of Guarantee and Safety
US Marketplaces: The right ones for your business
In the digital age, online marketplaces have become the cornerstone of retail, offering consumers various products and services at their fingertips, so much so that 47% of digital purchases worldwide happened via online marketplace platforms (statista, 2022).
In the U.S., the marketplace is king, and online sales are undoubtedly dominated by massive marketplaces like Amazon, eBay, and even Walmart. No other websites sell more and more often than the U.S. marketplaces. To be able to make the right decision, you should:
- Create a strong marketplace strategy – It is crucial to develop a good channel strategy that maximizes customer satisfaction and reaches new buyers.
- Choosing the right selling model – There are three major selling models for brands and retailers: 1st Party, 3rd Party, and a hybrid model. A hybrid approach combines elements of both 1P and 3P, allowing businesses to adapt and thrive in the dynamic e-commerce world.
- Choosing the right marketplace – Choosing the right marketplace—whether it’s a broad one or a specialized one—can significantly impact your business success by aligning with your product line and maximizing reach.

Make sure to offer the popular online payment methods
Entering the U.S. e-commerce market offers European brands a lucrative opportunity, but understanding the local payment landscape is crucial for success. American consumers have diverse preferences for online payment methods, and catering to these can enhance customer satisfaction and boost sales. The different payment options are:
- Credit and debit cards
- PayPal
- Apple Pay & Google Pay
- Buy Now Pay Later
- Other emerging payment methods (Cryptocurrencies, direct bank transfers, Venmo, etc.)
Credit and debit cards are the U.S.’s most widely used online payment methods. Major networks include Visa, MasterCard, American Express, and Discover. These cards are integral to the American financial ecosystem, offering convenience and security to consumers. Find the full in-depth overview of popular online payment methods in the US in the e-book.
Delivery Preferences of US customers
The e-commerce boom in the United States has significantly changed consumer behavior, particularly regarding delivery preferences. Speedy delivery options like same-day and next-day delivery are becoming the norm, with 56% of US consumers expecting same-day delivery and 61% willing to pay extra for it. Free shipping is a major motivator, with 75% of online shoppers expecting it on orders over a certain amount.
Delivery flexibility is also crucial, with services like Buy Online Pick Up In-Store (BOPIS) and curbside pickup seeing increased use. Over 50% of US shoppers have used BOPIS, and curbside pickup grew 66% from 2022 to 2023.
Demographics also play a role in delivery preferences, with younger consumers showing a higher preference for next-day and same-day delivery.
Customer Service Preferences in the US
Customer communication preferences are—expectedly—evolving to a more digital point of view. Messaging, previously ranked 5th in channel usage pre-pandemic, now holds the 2nd spot overall. This rise in digital channels has naturally decreased reliance on traditional phone-based customer service. Customers can now multitask while resolving issues, avoiding the frustration of waiting on hold.
Furthermore, self-service options are gaining popularity as customers increasingly prefer handling their concerns independently. This evolving landscape underscores the importance of adapting customer service strategies to meet modern expectations effectively.
Return preferences in the US
When it comes to returns, clear, hassle-free return policies are essential because they significantly enhance customer satisfaction and loyalty. The average return rate for e-commerce in the U.S. is around 16.5%, based on recent reports. Customers seek accessible return information, with female shoppers particularly valuing free shipping and easy returns. Ensuring these elements enhances satisfaction and loyalty in the competitive U.S. market.
Expanding to the US is definitely worth it, provided you prepare well. To give you a good start, start by downloading our complete e-book now!
To read the full E-Book, click here.