Big in America. How to crack the US market: Three practical e-commerce tips
2 Sept 24
By Clara Philpin
Ambitious UK brands looking to expand should set their sights on the US market.
Ambitious UK brands looking to expand should set their sights on the US market. The potential for growth is immense, with opportunities to tap into a thriving e-commerce landscape. Global marketplaces like Amazon, eBay, and Etsy provide easy access to American online audiences, making them perfect for initial forays into the market. However, ambitious UK retailers should also explore the growing opportunity in social commerce. By 2027, an estimated 118 million Americans[1] will be shopping through social channels.
To capitalise on this potential, UK businesses must strategically tailor their approach to meet the expectations and preferences of American shoppers.
1. Optimise product descriptions and payment for the USA
UK brands connect better with US consumers when their product listings and descriptions have been tailored specifically to American preferences. This goes beyond language changes and using American English spelling and terms; it requires understanding cultural nuances and consumer behaviour. And of course, always use American English spellings and terms to avoid confusion, such as "colour" instead of "colour" and "sweater" instead of "jumper."
Convert measurements to the Imperial system, as Americans use inches, feet, and pounds than centimetres and kilograms.
Offer the right payment options too. Americans prefer a variety of payment methods, including credit cards, PayPal, and along with Apple Pay and Google Wallet. Making it easy reduces cart abandonment rates.
Accurate Harmonized Tariff Schedule (HTS)[2] codes are critical for smooth customs clearance and compliance. The US requires a detailed 10-digit code for each exported item, which helps avoid delays and potential fines.
By meticulously optimising your e-commerce site to meet these standards, you enhance the shopping experience, making it easier and more appealing for US consumers to engage with your brand.
2. Leverage logistics partners’ knowledge and networks
Logistics will be a cornerstone of your e-commerce success, particularly in a market as vast and geographically diverse as the US. Partnering with a third-party logistics provider (3PL) that has an extensive network and established nationwide distribution hubs can provide several advantages.
They can offer more speed and efficiency. A 3PL with multiple distribution centres can ensure faster delivery times by reducing the distance products need to travel. This is crucial in meeting the high delivery expectations of American consumers.
A well-connected 3PL will have partnerships with local postal and delivery services – in Asendia’s case we call these our ‘local heroes’. These can enhance the reliability and speed of the final leg of the delivery process. And local expertise ensures packages are handled efficiently and delivered on time.
Scalability is another benefit 3PLs can provide. As your US market presence grows, a scalable logistics partner can seamlessly handle increased order volumes without compromising on service quality.
3. Streamline cross-border shipping and returns
A core finding of Asendia’s recent Delivery & Returns Report[3] was that transparency really helps reassure international customers. While one in four shoppers said they choose to buy locally because of concerns about returns and refunds, just over one in five would buy cross-border if the website gave clarity on this.
Providing tracking information, along with signposting any additional costs puts customers at ease and gives a feeling of being in control.
US consumers have high expectations regarding international returns, often preferring them to be free or at least hassle-free.
You can meet these expectations by transparently communicating shipping costs, delivery times, and return policies at every stage. This includes clear information on your website, confirmation emails, and customer service interactions.
Offer a range of shipping options to cater to different needs. Some customers might prioritise cost over speed, while others might prefer expedited and tracked shipping despite higher costs. Providing choice ensures you cater to a wider audience.
Finally, a seamless returns[4] process is essential. Simplify the returns process with pre-paid return labels and easy-to-follow instructions. Consider using local return hubs through your 3PL partner to reduce the hassle and cost for consumers.
While offering free returns can be challenging, especially for smaller brands, consider a balanced approach where free returns are offered above a certain order value or for specific product categories. This strategy can mitigate potential losses, while still meeting consumer expectations.
For more detailed insights and to identify key trends in the US and other markets, Asendia’s ‘Markets to Watch’[5] guide is an invaluable resource that can help inform strategic decisions. Investing time, energy, and resources in cracking the US market can unlock tremendous growth and for UK brands. With a vast consumer base and a strong appetite for international brands, the rewards are well worth the effort.
[1] https://www.statista.com/statistics/1120128/number-social-buyers-united-states/
[3] https://www.asendia.com/resource/returns-report-2024
[4] https://www.asendia.com/global-returnshttps://www.asendia.com/global-returns