Entering US marketplaces: a guide for international brands

First decision: which marketplace, which product?

The US market is large but unforgiving. A product that sells well at home meets a different price level, different competitors and different customer expectations in the US. So the first step is not "let's be everywhere" but starting with the right product in the right channel.

• Amazon: The most traffic and the most competition. It demands strong listings, active ad management and uninterrupted stock. For most brands it is the first channel.
• Walmart: A more selective application process; international sellers are usually expected to have a US returns address and a proven sales history on other marketplaces. Once accepted, competition can be less intense than on Amazon.
• eBay and Etsy: Work well in specific categories (spare parts, handmade, niche products) and are relatively easy to enter.
• Shopify (your own site): You keep the brand and customer data, but you have to bring the traffic with advertising. Usually a second step that complements the marketplaces.

When choosing products, ask four questions: who sells this in the US, and at what price? Is there margin left after shipping and storage? Is the product bulky, heavy or classed as hazardous? When you read competitors' reviews, what weakness keeps coming up?

What to have ready before opening an account

• Company documents: Trade registry record or certificate of activity, tax registration, ID of the authorised person and a recent document proving the address.
• Tax form: For companies outside the US, usually a W-8BEN-E. Payouts can be held if tax information in the account is incomplete.
• Payout account: A bank account that can receive US dollars, or the marketplace's currency conversion service.
• Product codes: Barcodes (GTIN/UPC) or a brand exemption. Barcodes bought through GS1 are recommended.
• Trademark: Programmes such as Amazon Brand Registry require a registered or pending trademark for listing control and enhanced content. Check which trademark offices are accepted before applying.

Logistics: warehouses, returns and hazmat

There are two main routes: the marketplace's own fulfilment network (such as Amazon FBA or Walmart Fulfillment Services) or a US-based 3PL warehouse. Marketplace fulfilment brings fast-delivery badges and higher conversion; a 3PL makes it easier to run several channels from one stock pool. Many brands use both.

Aerosols, adhesives, foams, products with batteries and flammable goods go through a dangerous goods (hazmat) review. These products need a Safety Data Sheet (SDS), and some warehouses apply special storage rules and extra fees. Also check whether products sold into California need a Proposition 65 warning.

Tax and pricing

In most US states, the marketplace collects and remits sales tax on your behalf; on your own Shopify site that obligation can fall on you. When setting prices, account for marketplace fees, storage and shipping, advertising, returns, and freight and customs together. Converting your home-market price to dollars and adding a multiplier usually either loses money or prices you out of the market.

A realistic plan for the first 90 days

• Days 1–30: Product and competitor research, cost and pricing model, account setup, documents and barcodes.
• Days 31–60: Listings and images, first inbound shipment, warehouse and returns setup.
• Days 61–90: Launching ad campaigns, first reviews, weekly performance tracking and price adjustments.