Over 200 billion Americans shop online which equates to around 80% of the US population. As a result, the ecommerce industry is flourishing and becoming saturated with millions of online stores.
If you are looking to get a slice of this success for yourself, it may be helpful to understand exactly what Americans are buying online. As an ecommerce business owner, understanding what your customers want is the key to increasing your profits and standing out in a busy market. So, what do Americans buy most online?
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5 Most Popular Consumer Goods in the US
On average, US shoppers spend around $155 per purchase online. This consists of both low- and high-ticket items.
Clothing
Perhaps unsurprisingly, clothing is the most popular category of consumer goods that Americans buy online. In 2022, the apparel market was worth $1.5 trillion. Clothing made up almost a third of online purchases.
It is fairly easy to sell clothes online. Existing businesses could add clothing to thier stores with print-on-demand services that are available through platforms such as Shopify. You could also use dropshipping to sell clothing without worrying about inventory.
Shoes
The second most purchased category of items is shoes. Everyone will always need a good pair of shoes which makes this product very reliable. One way to make your online shoe store stand out from competitors could be to offer a personalized service. Personalized shoes are growing in popularity as consumers seek to wear items that are completely unique from what other people are wearing.
Accessories
The rise of TikTok tutorials made 2022 a successful year for accessories. Whether you choose to sell hair ties or belts, accessories will always be popular as consumers want to buy items that will improve their personal image.
The best way to be successful in this niche is to keep up-to-date with online trends. In particular, it is a good idea to familiarize yourself with TikTok trends. TikTok is used by influencers to showcase products that solve everyday problems. This type of user-generated content has a high conversion rate. So, products that trend on the platform are likely to be in high demand.
Fitness products
Fitness products are another popular item that Americans buy online. This can be anything from dumbbells to protein powder, or even an app that senses calorie intake. A rising number of people have started buying at-home fitness equipment to save money that they would usually spend on a gym membership, a pattern strengthened over the last few years. This opens up a number of doors for potential businesses and means that there is a strong demand for online stores to supply the latest fitness goods.
Cosmetics and perfumes
The fifth most popular online product is cosmetics and perfumes. This is a good category to sell because cosmetics run out with use which means that consumers will return to your store to buy more. Consumers are more likely to trust branded products that have been ethically tested and are transparent about ingredients.
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What can businesses do to protect customers when they shop online?
It is clear that eCommerce is a great way to accelerate your business in 2023. However, online stores are very attractive to fraudsters who seek to exploit both businesses and consumers. Whether you already have an online store or you are considering starting your own eCommerce business, it is important to know how to keep your customers safe.
1. Watch out for credit card fraud
One of the biggest threats to online shoppers in 2023 is credit card fraud. This involves using a stolen credit card, or credit card details, to make online purchases with another person’s money. If it isnt stopped, credit card fraud can be a big problem for online businesses for several reasons.
Firstly, your business could lose money or a product by having to refund the credit cardholder for the purchase that was made through their account. Secondly, allowing fraud to occur on your site could ruin the reputation of your business.
The best way to prevent this type of fraud is to use credit card fraud detection tools. These tools can be used to flag suspicious cards before they can be used to purchase items from your store. This works by matching the location of the IP address to the location on the credit card account. If these dont match, it could mean that the card has been stolen.
2. Make sure that your URL is secure
If you own an online business, it is important that you make sure that your URL is secure. You can do this by installing SSL using a provider like Entrust and anti malware-software to work in the background of your website and protect consumers against cyber criminals.
If you dont secure your URL, you will put your customers at risk of having their personal details stolen. It could also increase the risk of your eCommerce store being hacked. It takes only a few minutes to secure your website with SSL and doing so will save you huge amounts of time in the long run.
3. Provide customer support
The easiest way to make sure that your eCommerce business runs smoothly is to provide instant customer support services to your customers. This way, problems can be solved quickly which will prevent them from growing and affecting the reputation of your business.
Live Chat support such Livechat.com is a great option that allows customers to ask questions and receive answers in a good time. Most websites use AI tools to do this. The AI will answer questions in as much detail as possible or pass queries on to a staff member if more assistance is needed.
In 2023, the most popular product that Americans buy online is clothing. Shoes, accessories,
fitness products and cosmetics are also very popular and could be great options for your online store. As well as finding a popular product to sell, it is important to consider eCommerce security protocols that could protect your customers whilst they shop online. Credit card fraud detection, SSL encryption and live chat are all examples of ways that you could improve the security of your eCommerce site.