Expand into US eCommerce: Multi-currency payments and compliance guide

For businesses preparing to expand beyond their home market, the United States represents both a significant opportunity and a complex operational challenge. Success in US eCommerce is about far more than selecting the right platform – it requires a well-coordinated approach to cross-border operations, financial infrastructure, cashflow planning, and regulatory compliance.

Mobile shopping now dominates consumer behaviour in the US, while social-led discovery and influencer-driven demand increasingly shape traffic patterns. At the same time, offering a broad range of payment options has become essential to maximise conversion. Any brand seeking to scale in the US must think holistically: how to collect USD locally, pay suppliers cost-effectively, reduce multi-currency friction, and maintain clean, actionable financial data across borders.

This guide outlines the essentials of entering the US eCommerce market and demonstrates how an integrated financial infrastructure can accelerate expansion.

The perfect moment to tap into US eCommerce

The US eCommerce market has grown consistently over recent years, firmly establishing online shopping as a mainstream behaviour. Consumers are accustomed to a wide variety of payment methods: Beyond credit cards, digital wallets, and Buy Now, Pay Later (BNPL) providers such as Klarna have rapidly gained traction, particularly for mid-to-high-ticket purchases.

For international merchants, supporting these local payment methods directly impacts conversion rates. At the same time, American shoppers are increasingly comfortable buying from overseas sellers – provided pricing is transparent, delivery is reliable, and after-sales support meets expectations.

How to choose the right US eCommerce platforms 

The major platforms in the US include Amazon, Shopify, Walmart Marketplace, and eBay. Each offers different advantages, and selecting the right mix depends on your product category, operational readiness, and growth strategy. Cost alone should not dictate the choice; platform capabilities and alignment with long-term brand objectives are far more important.

Platform comparison

Each platform serves a specific purpose. Amazon offers unmatched demand capture; Shopify allows complete control over customer experience, while Walmart and eBay excel in targeted categories. A successful US strategy rarely relies on a single channel; businesses typically combine platforms to meet different types of demand. Ultimately, scalability depends less on the number of channels and more on whether your financial operations can keep pace – ensuring payouts, supplier payments, and reconciliations remain clear and predictable.

Key factors when selecting sales channels

Selecting where to launch requires a comprehensive review: Does the platform’s user base match your target audience? Does its fee structure support your margins? Can your backend systems handle the expected traffic and operational load?

Platform SEO – improving ranking within on-site search results – is as important as advertising. If your products rely heavily on search intent, Amazon and Walmart usually outperform independent stores. If your success depends on brand storytelling, community engagement, or content-driven discovery, Shopify provides the flexibility to express your brand effectively.

Whatever platform you choose, payout cycles must align with procurement and replenishment rhythms. Poor timing can disrupt supply chains and weaken cashflow.

Why traditional banking holds US eCommerce business back

Many brands discover after entering the US market that traditional banks are not designed for high-volume, multi-currency, cross-border commerce.

• Forced currency conversion is a common issue. Many platforms automatically convert USD payouts into the seller’s home currency before disbursement, often at unfavourable exchange rates and additional fees. Suppliers, third-party logistics providers (3PLs), ad platforms, and freelancers frequently require USD payments, forcing businesses to convert again – quietly eroding margins.

• International wire transfers introduce further friction. They can take several days and involve unpredictable intermediary fees. For businesses with multiple suppliers and deadlines, any transfer delay risks stock shortages, missed shipping windows, and lower performance metrics.

Many companies respond by opening multiple local bank accounts, scattering funds across institutions. This complicates cashflow visibility and makes reconciliation labourious – particularly at month-end.

Local USD collection: Avoid forced conversions

Profitability in the US often begins with avoiding forced currency conversions. Platforms like Airwallex Global Accounts allow businesses to open local US account details and receive Amazon, Shopify, Stripe, and other marketplace payouts directly in USD.

Having access to USD balances enables businesses to control when and how currency conversions occur, instead of being locked into platform rates. Beyond FX savings, this approach enables strategic timing for conversions and direct payments to suppliers.

Optimising FX and global payments

USD revenue must flow daily to suppliers, warehouses, agencies, and advertising platforms worldwide. Traditional international transfers are slow and unpredictable, inflating costs and delaying procurement.

Airwallex FX and transfers provide near-interbank rates and access to local payment rails in over 120 regions. This can reduce FX costs by up to 80%, with over 95% of transfers arriving on the same day and more than half settling instantly. The result: tighter cash flow control and a more predictable supply chain.

Controlling operational spend

Scaling in the US often leads to rapidly rising expenditure – particularly on advertising, SaaS tools, warehousing, and logistics. Traditional corporate or personal cards introduce FX fees and scatter spend, reducing visibility.

Airwallex Corporate Cards charge no international transaction fees and draw funds directly from your USD balance, avoiding double conversions. Virtual cards can be issued for teams or campaigns, simplifying tracking of advertising and subscription spend.

Integrated Expense Management and Bill Pay automatically capture receipts, categorise transactions, and sync with accounting tools such as Xero, NetSuite, and QuickBooks. Reconciliation becomes real-time rather than month-end, empowering businesses to monitor costs and adjust strategy swiftly.

Building a modern finance infrastructure

Fragmented financial systems slow decision-making and obscure cashflow risks. Airwallex centralises collections, FX, payouts, Corporate Cards, Expense Management, and Bill Pay in one platform. This gives businesses full visibility over multi-currency balances and allows global finance operations to be managed from a single dashboard. With clearer data, brands can proactively adjust inventory, marketing, and procurement – a vital advantage in the competitive US market.

Compliance and tax considerations

Payment security and tax compliance are foundational to sustainable growth, yet often overlooked. A compliant setup reduces service disruption and facilitates smoother scaling.

Airwallex meets global compliance standards – including PCI DSS Level 1, SOC 1, and SOC 2 – and holds over 70 financial licences worldwide. This ensures every collection, payout, and FX conversion occurs in a secure, regulated environment.

The US employs a state-by-state sales tax model. Businesses must register and file in any state where they exceed the “economic nexus” threshold, defined by revenue or transaction volume. To simplify compliance, companies should ensure all transaction, refund, and expense data syncs cleanly with accounting systems from day one. Airwallex integrates with major accounting tools, enabling accurate, consolidated data for tax advisers and reducing administrative burden.

4 essential steps to enter the US eCommerce market

1. Select your sales channels: Define the role of each channel. Marketplaces capture existing demand, while your website builds brand value. Review key metrics – margin, returns, and advertising performance – every 90 days.

2. Build your financial foundation: Open a multi-currency account that can receive USD early. Use a unified global account structure to manage funds, access permissions, payout schedules, and reconciliation.

3. Integrate payments and logistics: Your website should support local payment methods, BNPL, and multi-currency pricing. Marketplace payouts should flow into your USD account to maximise flexibility. Align payment cycles, shipping operations, and replenishment rhythms to maintain operational stability.

4. Plan marketing and customer support: Adopt US-tailored content and advertising strategies, and establish customer support across time zones. Centralise commercial data to guide marketing and inventory decisions with real-time insights.

Global expansion made local

Success in the US depends less on the number of channels and more on whether your financial operations can match the market’s pace. Collect like a local, convert at competitive FX rates, pay suppliers without international fees, and manage spend from a single platform – and your US operations become faster, more cost-efficient, and far more predictable.

If the US is part of your growth strategy, now is the time to strengthen financial and cashflow infrastructure. Speak with the Airwallex team to explore solutions for collection, FX, and spend management – and accelerate your entry into the world’s largest eCommerce market.