Cross-border ecommerce continues to rise in popularity among US consumers, even as growth in the number of buyers slows. In 2023, the US will rank second globally in total cross-border buyers, with 69.8 million, per our forecast. It will trail far behind China’s 280.0 million, but that’s because of relative population sizes.
Our definition of cross-border purchases only includes transactions where the consumer is aware they are buying from a seller in a foreign country. Our definition of cross-border ecommerce only includes purchases where customs are cleared after the order has been placed. Purchases made via marketplaces such as Amazon, where an overseas seller uses Fulfillment by Amazon to store and ship goods from US facilities, do not fall within our definition.
Cross-border buyers are internet users ages 14 and older who have purchased goods online from a seller in a foreign country, either directly or through an intermediary (i.e., marketplace), at least once during the calendar year via any digital channel or device.
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