E-commerce in the US: how Tradebyte helps fashion & lifestyle brands sell on US marketplaces
This blog breaks down the exact challenges brands face when expanding to the US and shows how the right setup can help you succeed in the world’s second-largest fashion e-commerce market, which is expected to reach $159 billion in revenue by 2025 (Statista, 2025).
With an e-commerce market valued at $1.2 trillion (Statista, 2024) and a per capita purchasing power nearly 40% higher than in the EU, the United States presents a unique growth opportunity for European fashion and lifestyle brands. But breaking into this vast and highly competitive market is not simple. Complex compliance rules and fragmented marketplace onboarding requirements create significant barriers to entry.
Why US marketplaces matter for fashion & lifestyle brands
US online marketplaces offer one of the fastest, lowest-risk ways to enter a massive consumer market. Especially for brands launching in the US for the first time, they provide a powerful opportunity to:
- Test demand with minimal upfront investment
- Gain visibility in an already highly active customer base
- Build brand recognition faster than via traditional channels
The US fashion e-commerce landscape is strongly omnichannel – yet actual purchasing behavior shows a clear trend: US fashion consumers buy primarily online from large marketplaces and department stores. Platforms like Shein, Walmart, Amazon, and Macy’s all rank among the top online fashion destinations in the US (Statista, 2025). With Amazon leading the market, accounting for more than a third of US online retail sales (Statista, 2025).
The luxury segment reflects a similar trend. While the total US luxury goods market is expected to generate $94.10 billion in revenue by 2025, luxury fashion remains the largest category, accounting for $33.01 billion (Statista, 2025). High-end consumers increasingly shop online through premium and luxury marketplaces such as Farfetch, Mytheresa and Nordstrom, as well as through the digital platforms of traditional retailers including Saks Fifth Avenue and Bloomingdale’s. These channels have become essential entry points for brands seeking to access aspirational US shoppers and build visibility in the premium segment.
What makes US marketplace expansion so complex?
Entering the US can be extremely rewarding, but the operational challenges are real. The most common barriers European brands face include:
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Shipping & logistics
Coordinating shipments between countries can be challenging, particularly for European brands. They often encounter customs regulations, trade agreements and restrictions that differ from one country to the next. Managing inventory, shipping and reverse logistics across such a vast geography demands robust infrastructure. Finding a trusted third-party logistics partner or using fulfilment solutions directly from marketplaces can be crucial to successful expansion.
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Fragmented tax & compliance standards
From labelling and product safety to fulfilment and tax, compliance in the US spans federal, state, and industry-specific levels. This is particularly relevant when selling to US customers from abroad, as it can trigger state filing obligations. Navigating this legal landscape can be time-consuming, complex, and sometimes overwhelming.
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Marketplace-specific onboarding processes
Many brands face challenges when integrating their back-end systems with US marketplaces. Each platform – from global giants such as Amazon to local players like Walmart – has its own listing requirements, compliance checks, and technical onboarding process. Brands risk delays to launch and added costs. This is why many choose to work with an integration partner that already connects to these platforms and handles compliance requirements on their behalf.
How we simplify your US market entry
Expanding to new markets doesn’t have to feel overwhelming. We make sure your launch is simple, compliant, and scalable – from the first integration step to ongoing operations. With more than 15 years of experience supporting the international growth of fashion and lifestyle brands, we help you expand smarter – not harder. Your dedicated Success Managers guides you throughout the process, ensuring you have everything required for a smooth and efficient US expansion.
What becomes easier with Tradebyte?
- Your product data is automatically adjusted to US marketplace standards once you integrate into TB.One.
- Seamless fulfilment integration, either directly via TB.One or through our trusted third-party partners.
- No US entity needed for some marketplaces: you can sell on leading US giants like Walmart without establishing a local legal entity.
- Direct access to our network of 30+ partners, ranging from logistics to tax and legal support. Our experts connect you with the right partners and help you navigate every US-specific requirement.
AVASK: your global compliance & tax partner
Many European fashion and lifestyle brands struggle with complex compliance and tax challenges during their expansion journey. That’s why we’re excited to spotlight AVASK, one of the leading cross-border compliance providers. AVASK empowers sellers by simplifying cross-border VAT, tax, and regulatory requirements, so you can focus on what matters most: profitable growth.
As a trusted global partner, AVASK consolidates complex areas such as indirect tax, customs and Extended Producer Responsibility (EPR) into a single, scalable platform. This technology-driven solution redefines cross-border compliance for businesses, entrepreneurs and online marketplaces.
With a multilingual team operating in over 11 countries, including the EU, UK, and USA, AVASK is uniquely positioned to support your international expansion. Its integrated technology connects seamlessly with major marketplaces, helping you manage risk and maintain strict regulatory compliance. This is the power of AVASK: global growth, simplified.
Marc Eric Gerhard Melin
Director of Strategic Growth
The strategic partnership between AVASK and Tradebyte is a game-changer for sellers looking to capitalise on global opportunities. By combining Tradebyte’s innovative platform with AVASK’s comprehensive global tax and compliance expertise, we are not just simplifying market entry - we’re paving a clear and compliant path for our shared clients to achieve massive success in crucial markets like the US.
Your US expansion made easy
Expanding into the US doesn’t have to be complex, slow, or overwhelming. With Tradebyte and AVASK at your side, you get a streamlined integration setup, proven compliance guidance, and the partner ecosystem required to scale with confidence – from your first product listing to long-term growth.
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