The 2025 guide to efficient US expansion
As international trade continues to evolve, European businesses must adapt to realise the US market opportunity.
Featuring commentary from specialists in tax, entity management, and financial infrastructure, the eGuide offers practical steps on how businesses can efficiently adapt their cross-border operations.
And below, get inside the minds of shoppers in the US. Find out what they’re buying, where they’re shopping, and how they prefer to pay, so you can give them exactly what they want.
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US$1.8 trillion
The US eCommerce industry is set to grow by 50% to reach US$1.8 trillion by 2029, up from US$1.2 trillion in 2024.1
We partnered with Statista to survey 1,000 shoppers across the US to find out about their cross-border online purchasing preferences and habits. Here’s what we found out:
The who, what, where, and when of US shopping habits
Shopping habits vary by gender
Men are more likely to buy electronics (61%), while women lead in skincare and beauty (56%). Fashion, food, and home goods remain popular across the board, with younger shoppers driving demand for luxury items. If you sell in these categories, tailoring your messaging and checkout experience to different demographics can help boost conversions.
Top online purchase categories by gender
80%
40%
60%
20%
Male
Female
Total
Fashion and
apparel
Electronics
Skincare and
beauty products
Books and
games
Home and
furniture
Food and beverages
Luxury
products
0%
77% of shoppers in the US choose platforms like Amazon, Etsy, and Rakuten. Direct purchases from merchant websites make up 19%, while social media is still a small but growing channel at 4%. Luxury shoppers are an exception, with 13% preferring to buy through social platforms.
Where shoppers in the US typically make cross-border purchases
Marketplaces dominate cross-border shopping
19%
4%
77%
of Gen Z and Millennials plan purchases around key holiday moments.
Shopping with the seasons
Shoppers in the US love a good deal, and they plan for it. Over half plan their purchases around major sales like Black Friday, Cyber Monday, and Valentine’s Day. For Gen Z and Millennials, that jumps to 83%. If you’re not showing up during these moments, you’re missing out.
83%
They expect transparent pricing in USD, a smooth experience, and to be able to pay via their preferred methods.
Shoppers in the US have high expectations at checkout
Younger shoppers want more
of Gen Z and Millennials say influencer recommendations impact their buying decisions, compared to just 37% of older generations.
of younger shoppers are also influenced by the availability of buy now, pay later options like Klarna and Afterpay, compared to just 36% of the older generation.
70%
76%
Discover common challenges and smart strategies to build a checkout experience that converts.
Cross-border payments:
How to expand to the US
Credit cards still rule online payments in the US, with 72% of shoppers using them for international purchases.
But habits are changing. Younger shoppers are just as likely to pay with digital payment methods like Apple Pay and Google Pay (55%) as they are with credit cards (63%). Buy now, pay later (BNPL) methods like Klarna and Afterpay are also on the rise, especially for impulse buys and seasonal sales, making it a must-have at checkout.
Digital payment methods are growing in popularity
Preferred payment methods when buying online from another country
80%
40%
60%
20%
Gen Z and Millennials
Total
Gen X
Baby Boomers
Credit card
Debit card
Bank transfer
Digital payment methods
(e.g. Google Pay)
Buy now,
pay later options
(e.g. Klarna)
0%
Fashion, electronics, and home goods are the top categories where shoppers turn to BNPL, making it an essential payment method for brands in these spaces.
of Gen Z and Millennials agree that the availability of BNPL as a payment method encourages them to make purchases they would not have made otherwise.
of Gen Z and Millennials would shop elsewhere if BNPL weren’t available as a payment method at checkout.
The rise of buy now, pay later (BNPL)
68%
63%
Shoppers expect to see prices in USD: 61% of older generations are unlikely to make a purchase if pricing is shown in a foreign currency.
Pricing in USD is a must
A familiar checkout experience remains key for shoppers in the US
96%
92%
say that transparent pricing in USD and being able to pay via their preferred payment methods are the most important aspects of the checkout experience.
of Gen Z and Millennials rate mobile-friendliness of the checkout experience as important, compared to just 68% of Baby Boomers.
Download the eGuide to learn:
Your next cross-border opportunity could be just around the corner. Find out why payments are the lynchpin of your expansion strategy, and how you can start making and receiving payments like a local in the US.
Ready to expand your reach to the US?
1
How to open a business account without having to set up a US entity
3
How to settle payments in your preferred currency, including USD
2
How to accept payments via multiple payment options in local USD
4
How to save on FX fees and stay secure and compliant with local US regulations
Airwallex partnered with Statista to survey 1,000 cross-border eCommerce shoppers, defined as anyone who has shopped internationally in the last 12 months through any type of online shop, such as marketplaces or directly from a merchant’s website. All respondents were based in the US and completed the survey in January 2025. Our goal was to understand how shoppers in the US purchase online when buying from another country. Our survey participants come from diverse backgrounds and age ranges, representing a typical sample of shoppers within the US.
In our insights:
Gen Z refers to those born between 1997–2012
Millennials refer to those born between 1981–1996
Gen X refers to those born between 1965–1980
Baby Boomers refer to those born between 1946–1964
About the research
eCommerce platforms or marketplaces
Merchant websites
Social media
72%
16%
36%
8%
29%
63%
34%
55%
18%
46%
69%
14%
44%
8%
32%
79%
8%
24%
3%
18%
70%
50%
47%
47%
39%
31%
19%
76%
41%
56%
43%
40%
28%
15%
62%
61%
36%
51%
38%
35%
24%
Expand your reach
to the US
Cross-border payment trends: How shoppers in the US like to purchase and pay online
Or download the eGuide to get practical steps to set up payments, cut foreign exchange (FX) costs, stay compliant, and keep cash flow healthy.
Get inside the minds of US shoppers. Find out how they’re buying cross-border, online: what they’re buying, where they’re shopping, and how they prefer to pay, so you can give them exactly what they want.
Download the eGuide
↓ Explore the insights
¹ e-Commerce - Worldwide, Statista, accessed 17 February 2025
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Trust badges and certificates at payment
Local currency pricing
Faster shipping
Positive customer reviews and ratings
Improved return policies
Preferred payment options
Transparent fees
Affordable shipping
Trust badges and certificates at payment
Local currency pricing
Faster shipping
Positive customer reviews and ratings
Improved return policies
Preferred payment options
Transparent fees
Affordable shipping
Digital payment methods refer to global eWallets (e.g. Apple Pay and Google Pay) and any further country-specific digital payment methods (e.g. Trustly, GrabPay, and Alipay). They exclude credit cards, debit cards, bank transfers, and buy now, pay later (BNPL) options.