US Cross-Border Buyers Forecast 2023

Inflation Drives Consumers to Low-Cost Goods From Overseas

Report by Sky Canaves  | May 16, 2023
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Table of Contents
Report Snapshot
More US consumers are becoming cross-border buyers.
China is the biggest source for cross-border purchases among US consumers.
Millennials now represent the majority of US cross-border buyers.
Low prices are the top reason for cross-border buying.
Apparel is the top category among US cross-border buyers.
Key takeaways for brands and retailers
Sources
Media Gallery
About This Report
Cross-border ecommerce is rising in popularity as US consumers look for value amid inflation. But growth has slowed from previous boom years.
Topics
Cross-Border Ecommerce
United States
Table of Contents
Report Snapshot
More US consumers are becoming cross-border buyers.
China is the biggest source for cross-border purchases among US consumers.
Millennials now represent the majority of US cross-border buyers.
Low prices are the top reason for cross-border buying.
Apparel is the top category among US cross-border buyers.
Key takeaways for brands and retailers
Sources
Media Gallery

Report Snapshot

The number of cross-border buyers in the US will continue to grow steadily but at a slower pace than in previous years. Consumer demand for overseas goods has been uneven and driven largely by factors related to domestic product availability, such as supply chain challenges and inflation. Still, cross-border buying has staying power; a growing share of US consumers will make a cross-border purchase over the next few years.

Key Question: How many US consumers are making online purchases from overseas sellers?

US Cross-Border Retail Ecommerce Buyers, 2020-2024 (millions, % change, and % of digital buyers)
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KEY STAT: Nearly 72 million US consumers—and about a third of US digital buyers—will engage in cross-border retail ecommerce in 2024.

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Table of Contents

  1. Report Snapshot
  2. More US consumers are becoming cross-border buyers.
  3. China is the biggest source for cross-border purchases among US consumers.
  1. Millennials now represent the majority of US cross-border buyers.
  2. Low prices are the top reason for cross-border buying.
  3. Apparel is the top category among US cross-border buyers.
  1. Key takeaways for brands and retailers
  2. Sources
  3. Media Gallery

Charts in This Report

US Cross-Border Retail Ecommerce Buyers, 2020-2024 (millions, % change, and % of digital buyers)Top 3 Countries From Which US Cross-Border Buyers Have Made Cross-Border Digital Purchases, 2020-2022 (% of respondents)
Share of US Cross-Border Buyers, by Generation, Nov 2021 & June 2022 (% of total)Top 3 Reasons to Make a Cross-Border Purchase According to US Digital Buyers, July 2022 (% of respondents)
Leading Product Categories US Adults Would Consider Purchasing Cross-Border, by Gender, July 2022 (% of respondents in each group)

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authors

Sky Canaves

Contributors

Ethan Cramer-Flood
Senior Forecasting Writer
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Vivian Dong
Associate Forecasting Analyst
Amy Rotondo
Director, US Research