E-commerce is crucial for maximizing sales during Christmas in America

Businesses operating in the US market must develop an online sales strategy to succeed.

All companies in the United States want to know what to expect from the upcoming holiday shopping season. Early data is reassuring: compared to 2020, the number of American consumers not financially constrained by the pandemic has increased by 18%, so there is a sense of optimism.

The question is the future of e-commerce in the United States: will online shopping continue to grow at the pace of 2020? And what impact will online shopping channels have on American consumers compared to physical ones?

The data we provide in this article can help Italian businesses targeting the US market (or already operating there) to better understand the new purchasing and consumption behaviors of American consumers.

Winter 2021 consumers in America will be more omnichannel than ever

The role of digital in shopping has solidified: 70% of consumers' buying journeys involved multiple online touchpoints

Especially in the United States, the pandemic has allowed for a surprising growth in e-commerce sales. Specifically, the shift to online channels happened quickly, while e-commerce itself has stabilized because Americans have returned to seeking shopping experiences in physical stores.

Only 14% of US consumers will not shop in physical stores this winter. However, digital will be a fundamental part of the purchasing journey for all Americans, as for most of them it represented a significant touchpoint even during offline shopping.

4 ways to improve marketing strategy in the US during the holiday season

These strategic tips can help Italian businesses selling their products in America with or without a physical store. There are four ways to enhance the marketing strategy for the holiday shopping season in the American market:

Highlight purchase options based on consumer needs

For American consumers, the role of the physical store varies based on the product category offered and their needs.

• Convenience and immediacy: 40% of Americans shop in-store for groceries, cosmetics, health products, pet supplies, small appliances, and auto parts.
• Experience and product trial: consumers turn to physical stores for jewelry, handbags, clothing, footwear, home furniture, and large appliances.

To boost sales, companies in the United States can promote booking for curbside pickup of essential products or virtual trial, which emphasizes the shopping experience for beauty and fashion products and home items (as Ikea does).

Evaluate delivery speed case by case and offer different shipping options

Adjusting delivery speed based on urgency can help mitigate the pressure on businesses operating in America to provide fast deliveries for everything.

When urgency is low (as often happens, but not always, with clothing), many retailers continue to deliver packages faster than American consumers need them. However, when purchasing large appliances, more than 25% of consumers report not receiving them quickly enough. Obviously, needs vary based on the target, so timing should be evaluated case by case.

Make the American shopping experience mobile-friendly

To sell in the USA, it's important to optimize the shopping experience for mobile devices [which means iPhones..]

Google searches for downloading online shopping apps have grown by 300% worldwide, and now over 25% of American users shop on mobile devices [reaching up to 44% for groceries]. These are significant numbers that cannot be ignored if one wants to sell in the United States.

Build customer loyalty and win over potential customers to excel in the US market

Since holiday shopping within the United States will be more omnichannel than ever, digital channels will remain a crucial touchpoint in the purchasing journey of American consumers. About 64% of clients who shopped online in the US interacted with a digital touchpoint before making a purchase, while for new customers this happened in 80% of cases.

Italian companies in America must ensure "seamless" shopping experiences: to do this, it's necessary to integrate offline and online

With the resurgence of in-store shopping across the United States, the role of digital in shopping has solidified even further. Digital will indeed be a fundamental part of the purchasing journey for American consumers, both online and in-store, and it is advisable for all businesses operating in the USA to learn to leverage it in the way that best suits their operations.