Shipping and e-commerce guide to the US

Thinking of shipping from Japan to the USA? Explore the e-commerce giant's popular marketplaces, shopping holidays and online purchasing trends here.

MARKET OVERVIEW: USA

A trillion-dollar economy on the horizon

Over the next five years, the USA’s e-commerce market is forecast to grow 64.76%, to hit a peak of 1.5 trillion dollars in 2028(2).

A thriving customer base…

As of 2023, the country’s e-commerce penetration rate sits at a healthy 75%(3). With a population of over 340 million(4), that means a lot of potential customers for your business!

…with money to spend!

In 2024, average revenue per e-commerce user in the USA is expected to be $4235.12(5) – and it’s set to keep growing!

Where does the USA import from the most?

Japan is in the top four importing sources for US customers shopping online. The USA is the world's largest importer of goods, followed by China and Germany⁶.

This chart shows the USA’s top trading partners in 2022, by import value (in billion US dollars)⁷

USA CONSUMER TRENDS

Where do consumers in the USA shop online?

Online marketplaces can be a helpful gateway for cross-border businesses wishing to sell to a new country for the first time. With the popularity of Amazon in Japan, it would not be a big leap for sellers to penetrate the US market through the popular e-commerce platform as well.

Here are the most popular marketplaces in the USA, based on share of visits (April 2023)⁸:

What products are shoppers in the USA buying?

The variety of products that can be purchased online in America is continuously growing. Within the US consumer base, clothing and shoes stand out as the top two preferred categories for online transactions. Food and beverage items are also in high demand.

Most popular categories for online purchases in the USA, as of September 2023⁹

(% of respondents who had purchased from that category in the previous 12 months)

How do American consumers like to pay for their online purchases?

Like much of the world today, consumers in the USA prefer mobile wallets and credit card payments, over other payment methods.

Research shows that 61% of e-commerce shoppers will abandon their cart if they cannot pay using their preferred payment method¹⁰.

Market share of payment methods in e-commerce in the USA (2022)(11)

US shoppers demand service, shipping options and sustainability

Excellent/personalized customer service

In a US consumer survey, customer service was considered by respondents to be the main thing online retailers should prioritize.¹²

Fast and free shipping

Transit times are crucial. 90% of US online shoppers expect 2-3 day delivery as a baseline, while 30% look for a same-day service at checkout. 66% of US online shoppers expect free delivery on all orders.¹³

Sustainability

62% of American consumers say that sustainability is an important consideration when they shop online, whilst 27% would be prepared to pay more for green delivery.¹⁴

Shipping from Japan to the US can give your company a high carbon footprint, so it is essential to work with a shipping partner that has sustainability goals and green shipping services aligned with your business and customers.

AI-enhanced shopping experiences

It's time to consider some tech upgrades. 74% of US shoppers said they’re interested in using generative AI to obtain detailed information about products they’re considering buying.¹⁵ The technology is particularly appealing to Gen Z: 55% would like an AI assistant to simplify product discovery, whilst 51% want to try augmented and virtual reality experiences.¹⁶

Leading shopping holidays in the USA

Be sure to add these dates to your marketing and sales calendar!

During the long weekend, many retailers run sales to shift leftover Christmas stock.

A time for people to celebrate their mothers and spoil them with flowers, chocolates and jewelry.

The Dads need some attention, too! They get their own day in June.

Actually a two-day event, this global sales bonanza attracts record numbers of shoppers through the e-commerce giant’s online doors.

The spookiest day of the year is a big deal in America. Join in the fun to get your brand noticed.

Originating in America, this sales weekend has now evolved into a global phenomenon. Be prepared to offer significant deals and discounts if you’re to stand out amidst fierce competition.

December entails a flurry of festive shoppers looking for the perfect gifts for their loved ones. And don’t forget about Super Saturday – the last Saturday before the big day when last-minute shoppers spend big bucks.

What you need to know about shipping to the USA

Documents required for export/shipping to the USA

When shipping internationally, there are several pieces of documentation commonly required to clear your goods through customs smoothly and help authorities determine what import taxes and duties are due:

Commercial Invoice
Bill of Lading
Air Waybill
Certificate of Origin
Export and Import Licenses
Export Packing List
Insurance Certificate

This dedicated guide goes into detail on each document, including what information you’ll need to complete it.

While proper documentation helps prevent customs delays, it is also important to be familiar with the customs clearance entry types and processes. Depending upon the shipment’s value, commodity and entry type, the customs clearance process will vary.

De Minimis ($800 USD) – this entry type is part of a consolidated pre-clearance using manifest data.
Informal ($801- $2,500 USD) – this entry type clears customs as part of an informal manifest clearance managed under a DHL bond. Duty payment may be required depending upon the classification.
Formal (Over $2,501 USD) – this entry type requires formal entry process. Shipments are held for separate Automated Broker Interface (ABI) entry. Duty and Merchandise Processing Fee (MPF) payment is required.

Prohibited commodities: what you cannot ship to the USA

Several commodities are not permitted for shipment by DHL under any circumstances, following full consideration by the operational, legal and risk management teams. They include animals, hazardous or combustible materials, and illegal narcotics. The full list can be found here.

Useful resources

US Customs & Border Protection: cbp.gov
US Food & Drug Administration: fda.gov
HTS & Duty Rates: usitc.gov
Regulations: ecfr.gov

DHL’S expert tips for exporting to the USA

Ensure you provide complete, accurate and compliant information on the shipment’s Waybill and Customs/Commercial Invoice to avoid it being delayed at customs.
Provide an accurate and detailed goods description on the Commercial Invoice. Generic descriptions such as "samples" or "spare parts" are not sufficient.
Consider shipping your goods as Duties & Taxes Paid (DTP). Whilst the payment of duties and taxes on international shipments is typically the responsibility of the receiver – i.e., your customer – DHL does offer a DTP service to account holders. This means DHL will invoice the shipper (your business) to cover the costs. The benefit of this is the end customer will not receive an unexpected tax bill when their package arrives at customs – which may damage their opinion of your brand.

Thinking of exporting to the USA?

You’re in the right place! We know that the above guidelines may seem a little overwhelming, but that’s where partnering with DHL will pay off. As international shipping experts, we’ll support you through all customs procedures so that your shipment avoids delays. Sell to the world with DHL!

Start your journey here

1 & 2 – Statista, November 2023

3 – Statista, November 2023

4 – Worldometer, November 2023

5 – Statista, November 2023

6 – World Options, 2020

7 – Statista, November 2023

8 – Statista, June 2023

9 – Statista, November 2023

10 – DHL Global Online Shopper Survey data, 2023

11 – Statista, September 2023

12 – Statista, November 2023