America & Cross-Border Commerce: The Landscape in 2025
- Al Baker & Charles Kochel
- Mar 6
- 5 min read
Updated: Apr 2
The retail landscape in the United States is at a pivotal moment of transformation, reshaping how consumers interact with brands and businesses.
Fuelled by rapid advancements in technology, evolving consumer preferences, and global socio-economic shifts, the rise of digital-first retail strategies has created new opportunities—and challenges—for retailers.
Traditional brick-and-mortar stores are navigating uncharted waters, as e-commerce powerhouses like Amazon and Walmart dominate the digital space, forcing others to innovate or risk obsolescence.
This article explores the current and future state of digital-first retail in the U.S. from a global perspective, highlighting key trends like sustainability, ethical consumption, and the growing reliance on omni-commerce strategies. From the rise of contactless payments to the enduring success of outliers like Costco, we’ll examine how retailers are adapting to a landscape that demands convenience, innovation, and purpose to meet the ever-evolving expectations of today’s consumer.
Global Interest in U.S. Retail and CPG Imports
The United States continues to be a hub for international trade, attracting strong interest from countries eager to import retail and consumer packaged goods (CPG) into its vast market. This dynamic trade relationship is driven by consumer demand for global products, strong trade agreements, and robust e-commerce platforms that connect international brands to American consumers.
Here’s an overview of the top countries interested in exporting retail and CPG products to the U.S., along with their preferred digital-first marketplaces and focus sectors.
Country/ Region | Key Focus Sectors | Preferred Retailers | |
Canada & Mexico |
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| As neighbours and partners under the USMCA, Canada and Mexico maintain strong retail ties with the U.S. These countries leverage geographic proximity and trade agreements to supply competitive goods to American markets. |
European Union |
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| European nations are significant players in U.S. retail trade, bringing high-end fashion, innovative tech, and premium goods to American consumers. Shared cultural affinities and strong federal and state relationships bolsters trade. |
Asia-Pacific Region |
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| The Asia-Pacific region remains a critical partner in retail trade, with China’s consumer goods, Japan’s automotive technology, and South Korea’s fashion and electronics driving imports. Despite occasional trade tensions, demand for these products remains high. |
Latin America |
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| With growing consumer purchasing power and bilateral agreements, Latin America supplies unique products like speciality agricultural goods and textiles to U.S. retailers. |
Middle East & Gulf States |
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| Counties in the Middle East have high disposable incomes and a strong appetite for luxury and premium U.S. products, from cosmetics to high end tech. |
"The rise of e-commerce giants has significantly simplified the process of connecting international brands with U.S. consumers."
Key digital-first platforms leading the charge include:
Amazon: Dominates as the go-to-marketplace for international brands entering the U.S retail space.
Walmart Marketplace: An increasingly popular choice for global sellers targeting American households.
eBay: Known for niche and collectible items, often bridging international sellers and U.S. buyers.
Target Plus: A growing platform for curated international product offerings.
OpEd: The Next 12 Months in the U.S. Cross-Border Commerce
The year ahead will bring both exciting opportunities and significant challenges for cross-border commerce in the United States. Here’s what I believe we’ll see over the next 12 months:
1) Sustainability will Drive Consumer Choices
Younger generations are prioritizing sustainability more than ever, and this shift will force international brands to double down on eco-friendly practices. Expect to see increased demand for ethically sourced goods, recycled materials, and transparency in supply chains. Companies that fail to adapt to these expectations risk losing market share to more nimble, values-driven competitors.
2) Continued Growth of Digital-First Platforms
E-commerce platforms like Amazon and Walmart Marketplace will further solidify their dominance by introducing new seller tools, improving logistics, and expanding advertising options. Innovations in AI-powered analytics will help sellers better target American consumers, providing an edge in this highly competitive space.
3) Resurgence of Regional Products
American consumers are showing a renewed interest in unique, high-quality products from specific regions around the world. This trend will benefit exporters from places like Europe (luxury and fashion), Asia-Pacific (electronics and automotive), and Latin America (speciality foods and textiles).
4) Challenges in Trade Policies
Ongoing geopolitical tensions and evolving trade policies may create hurdles for some countries. Brands will need to stay agile, navigating tariffs, import regulations, and shifting consumer sentiment to remain competitive.
5) Blurring of Digital and Physical Retail
Omni-commerce strategies will continue to gain traction, as retailers blend online and offline experiences. This means international brands must optimize their presence in both realms, using data-driven insights to cater to American consumers’ expectations for convenience and personalisation.
Conclusion: Navigating Opportunities and Complexities in U.S. Retail Trade
The United States remains one of the most lucrative markets for international retailers and CPG brands, driven by its diverse consumer base, advanced digital infrastructure, and a culture of consumption. Top sectors like technology, luxury goods, fashion, and food products continue to dominate imports, highlighting the appetite for high-quality, innovative, and culturally significant offerings.
“However, entering and thriving in the U.S. market requires more than just a strong product—it demands a deep understanding of the market's opportunities and complexities.”
The growth opportunities in the U.S. retail market are immense, particularly in the digital-first landscape. E-commerce platforms like Amazon, Walmart Marketplace, and Target Plus provide unparalleled access to American consumers, breaking down geographic and logistical barriers.
These platforms enable international brands to showcase their products to millions, leveraging advanced data analytics, advertising tools, and streamlined logistics to compete effectively.
Furthermore, the growing emphasis on sustainability and ethical consumption presents a unique opportunity for global brands to align with the values of younger, socially conscious consumers. Brands that emphasize transparency, eco-friendly practices, and authenticity are likely to resonate strongly in the U.S. market.
Despite these opportunities, the U.S. retail landscape is not without its challenges.
“The complexities of selling in the U.S. stem from its highly competitive and fragmented market.”
International brands face stiff competition from both domestic players and established global brands that have already gained a foothold. Navigating the regulatory environment, which includes import tariffs, labelling requirements, and compliance standards, can be daunting for new entrants.
Additionally, meeting the logistical demands of such a vast and diverse country— ranging from shipping costs to ensuring timely delivery across different regions—requires robust supply chain strategies.
Cultural nuances also play a critical role in determining success. While products may perform well in their home markets, international brands must tailor their offerings to meet the preferences of American consumers. This could include adjustments in branding, packaging, or even product formulations.
Understanding these preferences and investing in localized marketing campaigns are essential for building trust and loyalty among U.S. shoppers.
Ultimately, the U.S. market represents a dynamic blend of opportunity and complexity. By leveraging digital-first platforms, adopting sustainable practices, and strategically navigating cultural and regulatory landscapes, international retailers and CPG brands can tap into the vast potential of this thriving economy.
Success lies in innovation, adaptability, and a commitment to understanding the unique needs of the American consumer. As global trade continues to evolve, those who embrace these principles will find a valuable and enduring place in the U.S. retail ecosystem.
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