How to sell to customers in United States

How people pay online

• Digital wallets represent 40% of US online transaction value and 17% of in-store value. 1
• Credit cards account for 32% of US online transaction value, and debit cards for 16% of e-commerce spending. 1
• Buy now, pay later accounted for 6% of US e-commerce value in 2025. 1

Taking payments from abroad

• Stripe offers Cash App Pay only to Stripe accounts in the US, for US customers paying in USD; cross-border use is not supported. 2
• On Stripe, a business outside the EEA, UK and Switzerland can accept Klarna only from customers in its own country, so offering Klarna to US shoppers needs a US Stripe account; US Pay in 4 covers USD 1 to 2,000. 3
• Stripe's Afterpay is generally available only for domestic sales (cross-border is in private preview); US Pay in 4 covers USD 1 to 2,000. 4

Import tax and duty on parcels

• A CBP rule effective June 24, 2026 indefinitely suspends the de minimis exemption for imports valued at $800 or less arriving by any mode other than international mail; these entries must use formal or informal entry procedures. 5
• A separate CBP rule indefinitely suspends de minimis for mail shipments of $800 or less and sets up a postal informal entry process for mail items valued at $2,500 or less, with duties paid through Pay.gov. 6
• CBP states the de minimis exemption has been suspended since at least August 29, 2025, and that the One Big Beautiful Bill Act of July 4, 2025 terminates it effective July 1, 2027. 7
• US sales tax is set by each state: Texas, for example, requires remote sellers to register and collect once Texas sales exceed $500,000 in the preceding 12 months, sellers outside the US can register, and sellers using only a marketplace that collects the tax need no Texas permit. 8

Where to reach buyers

• YouTube ads reached 254 million users in the US in late 2025, equal to 73.0% of the population. 9
• Facebook ads reached 198 million US users (56.8% of the population) and Instagram ads 182 million (52.3%) in late 2025. 9
• TikTok ads reached 153 million US adults aged 18 and above in late 2025, 55.7% of all adults. 9

Marketplaces

• Independent sellers in the US averaged more than $375,000 in annual sales in Amazon's store, according to Amazon's 2025 Small Business Empowerment Report. 10

Common questions

1. How do people in United States pay online?

   Digital wallets represent 40% of US online transaction value and 17% of in-store value. More on payments

2. Can a business outside United States accept the payment methods people there use?

   Stripe offers Cash App Pay only to Stripe accounts in the US, for US customers paying in USD; cross-border use is not supported. More on taking payments

3. Do customers in United States pay import tax or duty on goods bought from abroad?

   A CBP rule effective June 24, 2026 indefinitely suspends the de minimis exemption for imports valued at $800 or less arriving by any mode other than international mail; these entries must use formal or informal entry procedures. More on import tax

4. Where should a business advertise to reach buyers in United States?

   YouTube ads reached 254 million users in the US in late 2025, equal to 73.0% of the population. More on ads

5. Which online marketplaces are biggest in United States?

   Independent sellers in the US averaged more than $375,000 in annual sales in Amazon's store, according to Amazon's 2025 Small Business Empowerment Report. More on marketplaces