Thanks to cross-border marketplaces such as Amazon and eBay as well as cross-border logistics concepts, it has never been easier for retailers to enter the US market. However, many retailers are asking themselves whether the market is not already saturated and whether it is still worth entering the US market. If you look at the current key figures, the answer is clear: the US market offers retailers attractive growth opportunities.

E-commerce figures continue to rise
In the current year, a total of 270 million US citizens will use the internet for their purchases - and the trend is rising. Statista forecasts that e-users will grow by almost nine percent by 2023, bringing US-wide internet penetration to 90.8 percent. Sales are also expected to increase further: While American e-shoppers generated 443.7 billion euros last year, this year the figure is expected to be around 485 billion euros - an increase of eight percent. This growth is set to continue: Statista forecasts that the US e-commerce market will generate total sales of 655.7 billion euros in 2023.

Top segments fashion and clothing
Fashion and clothing are among the most popular segments in the USA. 48% of e-shoppers are male, while women make up the majority of e-shoppers at 52%. Millennials, i.e. e-shoppers aged between 25 and 34, account for around 26% of sales, followed by the 35 to 44 age group. The average revenue per e-shopper is currently around 1,795 euros. In comparison: in Germany, the average revenue is around half this amount and currently stands at just under 899 euros.

Cross-border logistics crucial to success
When it comes to the delivery time of their goods, US consumers are considered impatient. Retailers are increasingly offering same-day delivery. Given the enormous size of the country, same-day delivery is not yet possible across the board. However, extensive know-how is required for efficient logistics along the entire trade lane and all the way to the American customer. Planning errors, such as delivering to the "wrong" warehouse, can result in severe financial losses, as transportation across the country is not only time-consuming due to the geographical dimensions, but also quickly becomes expensive.

Warehousing and customs expertise
Strategic logistics planning and prompt delivery are important success factors when entering the US market. In the case of direct shipping from Europe, same-day delivery or delivery within two working days is hardly feasible, if at all. Retailers are well advised to store goods locally and to be aware of local warehousing options. Companies should always be transparent about additional costs for customs and shipping to avoid unpleasant surprises for customers. After all, this can quickly result in negative reviews - and that damages business. As a guide, Hermes International, a division of Hermes Germany, answers numerous questions about entering the US market in a current white paper.

To the whitepaper
Last year, companies generated sales of 443 billion euros in American e-commerce - and the trend is still rising. Many European companies want to benefit from the purchasing power of US e-shoppers and are planning to enter the American e-commerce market. An often underestimated success factor is strategic logistics planning - it is just as important as the choice of sales channel. The white paper contains information for successful market entry in the USA and highlights the following questions: How does the trade lane from Europe to the USA work? How can European companies ensure the availability of their goods? Which warehouse locations are suitable for fast and cost-efficient delivery? What are the advantages or disadvantages of a single versus a multi-marketplace strategy? "Market entry USA - Success factor strategic logistics planning" can be downloaded at bit.ly/2OyWTOU