Google Shopping in United States

United States is a significant and modern ecommerce market. Google Shopping offers a simple, effective and highly visible way to enter the American ecommerce market and target United States buyers. With a population of 331,002,651, United States has an average annual ecommerce spend of €2,409 while the European average spend is €2,186

Google Shopping in United States - International Marketing
Google Shopping in United States - International Marketing   United States at a glance
Average CPC €2.34
Average CTR 2.24%
Average spend per capita €2,409
GDP per capita €59,939
GDP €15.9777 trillion
GDP growth rate 2%
Population 331,002,651
Number of Internet users 231,701,856
Median age 38
Mobile ecommerce 48%
Language(s) spoken Englsh
Currency US Dollar (USD)
Google Shopping in United States - International Marketing
How to benefit from free visibility on Google Shopping in United States
Top sites
1. Amazon
2. Walmart
3. The Home Depot
Google Shopping in United States - International Marketing

Find out how to improve the
Return on Ad Spend of your campaigns

Increase your ROAS

Targeting international markets with Google Shopping Ads can often lead to an increased ROAS and reduction in CPC compared to your domestic market.

Click here to generate personalised report to show you which international markets have the highest potential for your store.

Average CPC cost in United States

Acquiring traffic through Google Shopping Ads in United States is often cheaper and will provide a better Return on Ad Spend than in your own domestic market.

Below are the average CPC rates in United States across the top Google Shopping Ads categories.


Average CTR in United States

In order to calculate the click-through rate (CTR) of a paid ad you divide the total number of clicks on the ad by the total number of impressions (i.e. the total number of people who saw the ad).


Top ecommerce categories in United States

Below are the top ecommerce categories in United States and the % of online buyers that have purchased in these categories.


What you need to know before selling in United States?

Today United States's B2C e-commerce market is worth €15.9777 trillion. Growth, however, is steady and is set to continue at an annual growth rate of around 2%.

Per capita the average annual online spend in United States is €2,409. The US is the second-largest e-commerce market in the world, second only to China. Business to consumer e-commerce sales are worth $744.1 billion, and online sales growth in the US is expected to reach a compound annual growth rate of 10.2 percent to 2021.

United States’s top ecommerce sites are:

  • 1. Amazon
  • 2. Walmart
  • 3. The Home Depot

Cross-border spending in United States is growing, international e-commerce now accounts for 6% of total ecommerce spend in United States. When American buyers choose to buy cross-border they tend to seek products from major markets like China, the UK and Germany. The main driver for buying outside of United States tends to be price and the availability/uniqueness of the product.

How to list for free on Google Shopping United States?

In 2020 Google transitioned their Google Shopping Ads platform from a mainly paid service to a global ecommerce ecosystem that enables any merchant to sell their products anywhere for free.

It’s now free to list on Google Shopping in the US, the UK, EU, Asia and Latin American markets. By selling internationally in markets such as United States, merchants not only open up their business to more buyers than ever before, but it also enables them to move away and ahead of their domestic competition.

We compared the Google Shopping traffic of several merchants; after the US launch of free visibility in April 2020 and then, after the international launch in October 2020:

  • In the US, merchants saw a massive influx of free clicks growing to 10%-25% of total clicks.
  • After October global launch, merchants could see their unpaid clicks quickly grow to 8-15% of total clicks in less than a month.
  • Learn more about the impact of free listings on international Google Shopping.

How do I qualify for free Google Shopping in United States?

Whilst it is now free to list items, there are still criteria that needs to be met in order for merchants to qualify, and just like paid ads if they do not meet 100% of the requirements then they will not be eligible to be shown in the shopping tab.

To qualify for the free Google Shopping Ads in United States, you need to first create a American feed and then opt into their program. To do this you need to localise your website and your listings for the American market, to ensure that you meet the criteria set by Google to sell onto the American market.

To set up your American feed, you will need to:

  • Translate and localize your landing page and product details so they meet Google’s American requirements.
  • Convert product currencies into US Dollar (USD) and make sure your checkout accepts US Dollar (USD) payments.
  • Enable international shipping through a global carrier. International shipping prices for the American market will have to be included in your American product feed. See more details.
  • If your American product pages are hosted on a separated domain, you’ll need to setup a multi-client account that will allow you to submit data feeds for multiple domains. Each client may have a distinct store name and URL. When you request a multi-client account, your current Google Merchant Center account will become a sub-account in your new multi-client account. See more details.
  • Once your website is fully localised, upload your product feed for the American market to your Merchant Center.

Why do you need to localize product ads?

Localization is extremely important for cross-border trade. Not only does it ensure your international listings get traffic but that your store can start to convert international buyers at the checkout. They expect a shopping experience similar to if they were to shop domestically, and providing them with a localized experience leads to an increased checkout conversion.

You’ll need to adapt your listings and store to the American market. This includes product descriptions in Englsh, correct local sizes, prices in US Dollar (USD) and with common American methods of payment.

Adopting your feed, listings and store for the American market will not only dramatically increase your international transactions, but also increase the average transaction value. Learn more about Glopal’s free product ads localisation solution.

Don’t have a American store?

If you don’t have a American store you can still benefit from Google Shopping Ads, but you will need to address the following:

Language: Englsh version. Your store must have a American version and your product feed that you submit to the merchant center for Google Shopping Ads should also point to the American version.

Currency: The prices in your product feed must be in US Dollar (USD).

Prices: Your landing pages, product pages and checkout must show the same currency that you use in the feed. For example, if you submit a feed with US Dollar (USD) then all the prices on your site must also be in US Dollar (USD).

Shipping: All shipping prices must also be in US Dollar (USD).

Taxes: Where possible include local duties and taxes to ensure smooth and quick delivery of your products to United States.

Legal: Ensure your site is fully compliant with Local American ecommerce Terms of Service and Returns policies.

Checkout: You’ll need to have a checkout that can process payment in US Dollar (USD).

Find out how to automate the store localization process with our translation plug & play solution.

How to localize your Google Shopping campaigns for United States?

As a business partner of Google, Glopal enables merchants across Shopify, Magento, and BigCommerce platforms, to scale their international sales through Google Shopping. Glopal’s simple Plug & Play solution takes care of all aspects of store localization to ensure that your international product feeds are compliant with Google Shopping Ads requirements.

Glopal’s pricing model is simple and easy-to-understand. We have a “Free forever” plan that enables full access to our Google Shopping solution as well as a “Pro” plan with custom features for advanced merchants.

Google Shopping in United States - International Marketing
Google Shopping in United States - International Marketing


Find out how to improve the
Return on Ad Spend of your campaigns