Logistical and Regulatory Considerations Selling into the US
Expanding your ecommerce business into the United States presents immense growth opportunities—but it also introduces a host of logistical and regulatory challenges. The US market is vast, dynamic, and highly competitive, with intricate rules governing imports, sales tax, consumer protection, and cross-border logistics. For ecommerce managers, marketing leads, and founders, understanding these complexities is essential for successful market entry and sustainable growth. This guide explores the critical logistical and regulatory considerations for selling into the US in 2025, offering strategic insights and actionable advice to help you navigate compliance, optimise operations, and unlock marketplace potential.
Navigating US Import Regulations: The Essentials
Entering the US market means complying with a multi-layered regulatory environment. US Customs and Border Protection (CBP) enforces strict rules on all imports, while additional federal and state agencies may impose further requirements depending on your product category. Ensuring compliance from the outset is crucial to avoid costly delays, penalties, or even product seizures.
Before you ship, it’s vital to understand the import process, required documentation, and the roles of customs brokers and other intermediaries. This section outlines the key regulatory checkpoints and best practices for smooth entry into the US.
Understanding Import Licensing and Permits
The US does not require a universal import licence for general goods, but specific products—such as food, cosmetics, electronics, and medical devices—may need permits or certifications from agencies like the FDA, USDA, or FCC.
Importers must obtain an importer number, typically an IRS business registration number or social security number, and ensure all entry forms are completed accurately. While many businesses manage customs independently, working with a licensed customs broker can streamline complex procedures, reduce errors, and help classify goods correctly for tariff purposes.
Customs Documentation and Product Classification
Accurate documentation is the cornerstone of compliant imports. Key documents include:
Commercial invoice detailing product value and description
Packing list specifying shipment contents
Bill of lading or air waybill for transport
Entry summary (CBP Form 7501) for customs clearance
Proper commodity codes (HS codes) must be used to determine applicable duties and ensure correct classification. Misclassification can result in overpayment, shipment delays, or fines.
Duties, Tariffs, and De Minimis Rules
The US applies a complex tariff system, with rates varying by product origin and category. In 2025, a universal 10% tariff applies to nearly all imports, with higher rates on goods from specific countries such as China (145% on most items). The de minimis threshold allows goods valued under $800 per day, per customer, to enter duty-free—except for shipments from China and Hong Kong, which now face new import fees.
Understanding these thresholds and structuring shipments accordingly can help optimise costs and avoid unexpected charges.
Sales Tax Compliance: Meeting State and Federal Obligations
Sales tax in the US is governed at the state level, with each state setting its own rules, rates, and thresholds. Recent changes have made compliance more complex, particularly for remote and international sellers. Failing to collect and remit the correct sales tax can result in audits, penalties, and reputational damage.
This section explains the evolving sales tax landscape and how ecommerce businesses can stay compliant in 2025.
Economic Nexus and Marketplace Facilitator Laws
Economic nexus laws require sellers to collect sales tax if they exceed a certain revenue or transaction threshold in a state, even without a physical presence. In 2025, many states have lowered these thresholds, meaning smaller sellers may now have obligations in more jurisdictions.
Marketplace facilitator laws shift the responsibility for tax collection to platforms like Amazon and eBay, but sellers must still track and report transactions accurately, as some states require detailed reporting even when the marketplace handles remittance.
Managing Multi-State Sales Tax
With over 10,000 tax jurisdictions and frequent rule changes, managing multi-state sales tax is a major challenge. Best practices include:
Using automated tax calculation and filing software
Regularly reviewing state-specific thresholds and rules
Registering for sales tax permits in all relevant states
Partnering with compliance specialists can help reduce administrative burden and audit risk.
Digital Goods, Services, and New Tax Trends
States are expanding sales tax to cover digital goods and services, such as e-books, software, and streaming. International sellers may also face new VAT requirements when selling to US consumers. Staying ahead of these trends is essential for future-proof compliance.
Logistics and Fulfilment: Building a Scalable US Supply Chain
Efficient logistics are fundamental to ecommerce success in the US. Customers expect fast, reliable, and cost-effective delivery—often within two days or less. Meeting these expectations requires careful planning across warehousing, shipping, and last-mile delivery.
This section explores the logistical considerations for entering and scaling in the US market.
Choosing the Right Fulfilment Model
There are several fulfilment models for international sellers:
Direct shipping from your home country to US customers (best for low volume or high-value goods)
Third-party logistics (3PL) providers with US-based warehouses for faster delivery and returns
Marketplace fulfilment services like Fulfilment by Amazon (FBA), which offer Prime eligibility and streamlined returns
Each model has trade-offs in terms of cost, speed, and control. Many brands use a hybrid approach, combining direct shipping for niche products with local fulfilment for bestsellers.
Managing Cross-Border Shipping Complexities
International shipping introduces challenges such as customs clearance, duties, and longer transit times. Key strategies for success include:
Partnering with carriers experienced in US imports
Offering real-time shipping rates and multiple carrier options at checkout
Using automation to streamline order processing and inventory management
Communicating duties and taxes transparently to customers can prevent delivery surprises and reduce cart abandonment.
Adapting to Tariff and Trade Policy Shifts
The 2025 tariff changes have increased costs and complexity for cross-border sellers. Brands must:
Monitor tariff rates and exclusion lists for their products
Adjust sourcing and pricing strategies to maintain margins
Consider shifting supply chains or inventory to mitigate risk
Working with customs brokers and trade consultants can help navigate these changes and identify opportunities for duty relief.
Compliance Beyond Customs: Data, Consumer, and Security Regulations
Selling into the US means complying with a broad set of regulations beyond customs and tax. These include data privacy, consumer protection, and cybersecurity standards—each critical to building trust and avoiding legal pitfalls.
This section highlights the most important compliance areas for ecommerce businesses in 2025.
Data Privacy and Security
US data privacy laws are evolving rapidly, with states like California (CCPA/CPRA) leading the way. Key requirements include:
Implementing robust cookie consent and breach response protocols
Maintaining PCI DSS compliance for payment processing
Adhering to global privacy standards (such as GDPR for EU customers)
Regular security audits and vendor risk management are essential to prevent data breaches and maintain customer trust.
Consumer Protection and Accessibility
The Federal Trade Commission (FTC) enforces rules on advertising, refunds, and product claims. Ecommerce sites must:
Provide clear, transparent refund and return policies
Ensure product descriptions are accurate and not misleading
Comply with ADA accessibility standards for websites
Non-compliance can lead to fines, lawsuits, and reputational harm.
Operational Security and Risk Management
Operational security covers everything from secure platform infrastructure to regular compliance audits. Investing in encryption, fraud detection, and incident response plans helps protect both your business and your customers.
Strategic Insights for Entering and Scaling in the US Market
Successfully selling into the US requires more than compliance—it demands a strategic, data-driven approach to logistics, marketing, and customer experience. The following insights can help ecommerce leaders build resilience and drive growth.
Leveraging Technology and Automation
AI, automation, and predictive analytics are transforming supply chains and customer service. Brands that invest in these technologies can:
Enhance inventory visibility and forecasting
Streamline order fulfilment and returns
Personalise marketing and support for US shoppers
Automation reduces manual errors, lowers costs, and supports scalability in a competitive market.
Building Resilient and Sustainable Supply Chains
The US market is subject to frequent disruptions, from trade policy shifts to extreme weather. Building resilience means:
Diversifying suppliers and logistics partners
Developing contingency plans for inventory and fulfilment
Investing in sustainable practices, such as green logistics and eco-friendly packaging
Sustainability is increasingly valued by US consumers and can be a key differentiator for your brand.
Partnering with Experts and Local Providers
Navigating US logistics and regulation is complex. Partnering with experienced customs brokers, compliance consultants, and 3PLs can streamline entry, reduce risk, and free up resources for growth.
Learn more about our Amazon performance management to see how Incubate supports brands in the US marketplace.
Conclusion: Partnering for US Marketplace Success
Selling into the US in 2025 offers unparalleled potential, but success depends on mastering both logistical and regulatory challenges. By understanding import rules, staying ahead of tax and compliance trends, and building robust supply chains, ecommerce brands can thrive in this lucrative market.
Incubate specialises in guiding brands through every step of US market entry—from compliance and logistics to performance management and growth. Our expert team ensures you stay ahead of regulatory changes, optimise operations, and achieve lasting marketplace success.
Ready to scale your marketplace growth with a partner who gets it? Book your consultation now.