Selling Online to the USA: A Five-Step Guide to Setting up US Fulfilment

Expanding into the US is a big move,  and a smart one. 

With the world’s largest consumer market, strong demand for international brands, and well-developed logistics, the US offers huge potential for growth. Indeed, the US eCommerce market is projected to generate US$1.34 trillion in revenue in 2025 alone. But entering the market isn’t as simple as flipping a switch. There are registrations to handle, taxes to understand, stock to ship, and customer expectations to meet.

If you’re an international brand ready to take on the US market, this guide will walk you through everything you need to know — from registering your business to getting stock on the ground, launching your store, and scaling up.

At J&J, we’ve helped hundreds of brands expand stateside, and we’ve seen what works (and what trips people up). So, whether you’re just testing the waters or gearing up for serious growth, consider this your step-by-step starting point.

Step 1: Register to Sell in the US 

This section is for informational and guidance purposes only. For bespoke US tax advice, please ensure that you consult a trusted and knowledgeable tax professional experienced in US tax laws. 

The first thing you’ll need to do to expand into the US is to register your business in the United States. It’s an essential first step for a non-US brands that want to begin selling from within the US, as registering will open the door to fulfilment, banking, and compliance. 

Understanding Tax and Compliance in the US

Before we discuss how to register to sell in the US, we first need to understand the basics of tax and compliance in the US.

Unlike in the UK, there’s no blanket Value Added Tax (VAT) in the US. Instead, different states have different rules around sales tax.

Usually, you’ll have to collect sales tax from consumers and pass it on (or remit it) to the state if you have “nexus” there. There are two types of nexus:

• Sales tax nexus: which results from having a physical presence in the state, including inventory in a fulfilment centre
• Economic nexus: which results from achieving a certain amount of revenue or orders from a state.

So if, for example, you hold stock in Ohio, while your biggest markets are Los Angeles and New York, you’ll collect and remit sales tax in Ohio, California and New York.

For further information, please refer to this article on how US sales tax works.

Business Structures to Consider

When registering a business in the US, foreign businesses often choose one of two routes:

• Register as a foreign entity in Ohio or Nevada (essentially extending your existing company into the US).
• Create a new US LLC or C-Corp, which gives you a standalone entity with its own tax ID (EIN) and potentially greater credibility with US partners.

Both options are viable, but they come with trade-offs. Registering as a foreign entity is often simpler if you’re only testing the US market or want to retain your existing business structure. However, setting up a new US LLC or C-Corp provides more flexibility when it comes to opening US bank accounts, working with local partners, and accessing US-based services (such as Stripe or PayPal). 

It also offers clearer tax separation between your home country and US operations, which can be a benefit depending on your financial setup. If you’re planning long-term growth in the US or anticipate needing funding, warehousing, or a US-based team, a standalone LLC or C-Corp is usually the more strategic choice.

Choosing a State for Registration

Before registering your business in the US, you’ll need to choose a state to register in. While you can technically register in any state, it makes the most sense to register in the state where you will have a physical presence or hold inventory (your sales tax nexus).

At J&J, we have fulfilment centres in Ohio and Nevada. We chose those locations because they make strategic and logistical sense for many eCommerce brands that want to grow in the US. Therefore, when we work with brands that are setting up in the US for the first time, we always advise them to register in Ohio or Nevada. 

Here are a few considerations for both Ohio and Nevada:

Ohio:

• Strong transport links and access to major eastern and midwestern markets
• Requires foreign businesses to register with the Ohio Secretary of State
• Sales tax applies, and you’ll need to register for a seller’s permit
• Generally business-friendly with reasonable compliance thresholds
  

Nevada:

• No state income tax
• Often praised for privacy and ease of corporate setup
• Requires foreign entities to file for a business license and register with the Nevada Secretary of State
• Also, a popular state for LLCs due to tax neutrality

Register for Sales Tax

In addition to registering your business in your chosen state, you’ll also need to register to collect sales tax there, as well as any other state where your sales exceed (or you expect to exceed) economic nexus thresholds.

You can find a guide to every state’s economic nexus threshold here.

Get an Employer Identification Number (EIN)

Whether you register as a foreign entity or start a new LLC, you’ll need an EIN from the IRS. This acts like your US tax ID and is essential for:

• Filing taxes
• Opening a business bank account
• Setting up payment gateways (e.g., Shopify Payments, PayPal)

For further guidance on setting up an EIN, take a look at our one-page explainer. 

Important tip: Every state requires you to appoint a registered agent — someone with a physical address in the state who can receive legal documents on your behalf. You can use a professional service or your 3PL if they offer this as part of their service.

Step 2: Set Up Your US Fulfilment Centre(s)

Now you’ve registered your business and are waiting for your EIN, the next step is to find a fulfilment partner in the US. There are a few things to consider before making the choice, with location and service being the most important. 

Why Location Matters

The US is a vast country, and shipping across it can be costly and time-consuming if not strategically planned. Choosing a fulfilment centre that’s geographically well-placed can significantly reduce your shipping times and costs, and ultimately make you more competitive in the US market. That’s why many growing eCommerce brands opt to work with fulfilment providers that offer multiple locations or are positioned near major transport hubs.

East vs. West (Or Both?)

If you’re only using one fulfilment centre to start with, the ideal location should offer fast access to a large share of the US population. Columbus, Ohio, is one of the top choices for this reason. It sits within a one-day ground reach of nearly half of the US population, making it a prime hub for fast and affordable domestic shipping. For many DTC and B2B brands, Columbus serves as a strong central base to efficiently serve both the East Coast and parts of the Midwest and South.

On the other hand, if you’re targeting customers on the West Coast or expect a high volume of orders from that region, Las Vegas is a smart addition or alternative. Situated strategically in the Southwest, Las Vegas enables quick deliveries to California, Arizona, and other high-density Western states. Given its proximity to major airports and ports, it’s also a strong choice for international shipping.

You may also be in a position where you wish to split your stock between multiple US locations. You can read our guide on multi-site fulfilment for more information on when and how to split your stock strategically. 

Choose a Partner, Not Just a Location

While location is critical, the quality of your fulfilment partner is just as important (if not more so). A 3PL is an extension of your brand, and its performance directly affects your customer experience. Delays, errors, or a lack of communication can quickly erode customer trust, no matter how great your product is. That’s why choosing the right fulfilment partner is one of the most important decisions you’ll need to make. 

So, how do you identify a trustworthy, capable fulfilment partner? Here are a few key indicators:

• Online Reputation: Start by checking independent review platforms like Trustpilot or Google Reviews. A reliable 3PL will have consistent, positive feedback from a range of clients. Watch for recurring red flags.
• Social Proof and Case Studies: Look for concrete examples of past success. A strong 3PL will be happy to share case studies, testimonials, and references, especially from brands similar to yours.
• Service Level Agreements (SLAs): SLAs define your expectations around order accuracy, shipping timeframes, and returns processing. A good fulfilment partner will clearly outline these commitments and meet them consistently.
• Transparency and Communication: During the sales and onboarding process, expect openness. A quality provider will give direct answers, offer facility tours (in-person or virtual), and walk you through exactly how their systems work.
• Technology and Integrations: Your 3PL should easily connect with your eCommerce platforms (like Shopify, Amazon, WooCommerce, etc.) and give you real-time visibility into inventory, orders, and tracking.
• Returns Management: An often-overlooked but crucial part of fulfilment. Make sure your partner has a clear, efficient returns process that aligns with your brand’s customer service standards.
• Scalability: As your US sales grow, can the fulfilment partner keep up? Look for signs they can handle seasonal peaks, product line expansions, or a second fulfilment centre if needed.
• Customisation Options: Whether it’s kitting, branded packaging, or subscription box fulfilment, a good 3PL should be flexible enough to support custom workflows tailored to your customer experience.

Ultimately, the right 3PL will feel less like a vendor and more like a strategic partner; someone who understands your goals, shares your commitment to great service, and has the infrastructure to support your growth.

At our fulfilment centres in Columbus and Las Vegas, we combine national reach with a hands-on approach tailored to international brands. We’re proud to be a trusted partner to businesses expanding into the US and would be happy to show you how we can support your next stage of growth.

Step 3: Sending Stock to the US

Once your business is registered, you’ve found a suitable fulfilment partner, and you’re ready to trade, the next step is to move inventory to the US so you can start fulfilling orders locally. 

It’s at this point where everything comes together; where international logistics, customs clearance, and your 3PL partner become of critical importance. 

Here’s what to consider when sending stock to the US, and what to expect. 

Plan Your Inbound Shipping

At this point in the process, you will have already chosen a fulfilment partner and the location(s) you are planning to ship from. Regular communication with your fulfilment representative at this stage will be critical for ensuring that your stock gets booked in and placed into inventory smoothly. 

Be clear with your fulfilment provider what you will be sending, and when you expect it to arrive. 

You’ll also need to think about how you’ll ship your products to the US. Non-US brands typically have two options unless they’re in a neighbouring country like Canada or Mexico. These are:

• Air freight: More expensive, but fast. Best for high-value or urgent stock. Goods shipped by air should arrive at their final destination within a matter of days (depending on country of origin).
• Sea freight: Slower, but usually much more cost-effective, especially for large shipments. Expect goods shipped by sea to arrive after several weeks (depending on country of origin).

Your 3PL can help coordinate freight forwarding and guide you on the best option depending on your budget, lead times, and volume.

Prepare for US Customs 

To successfully import into the US, you’ll need to ensure all required paperwork is in place. This usually includes:

• Commercial Invoice and Packing List
• Bill of Lading (BOL)
• Customs Declaration
• Importer of Record (IOR) — typically your US entity, or a customs broker if you’re shipping under your foreign business
• Your EIN (which you should have received by now — see earlier in the article for details)

Double-Check Compliance Before Shipment

Before your goods leave the port or tarmac, ensure everything is compliant with US import regulations. That includes:

• Proper product labelling (especially for cosmetics, food, or supplements)
• HTS codes that accurately classify your goods
• Any licenses or certifications needed for your product category (e.g. FDA approval, FCC compliance)
  

Failure to comply can result in customs delays, fines, or even seizure of goods, all costly mistakes that can be avoided with the right preparation. If in doubt, work with a customs broker or logistics partner who is experienced in your product type and country of origin.

Coordinate With Your Fulfilment Centre

Once your stock clears customs, it will be delivered to your fulfilment centre. Make sure you’ve already shared:

• Your inbound shipping documents
• Expected delivery window
• SKU-level packing lists
• Any special handling or storage instructions
  

The smoother this handoff, the faster your stock will be received and available to fulfil orders. If you’re using multiple fulfilment locations, be sure each one has visibility over its expected inventory and timeline.

With stock on the ground and inventory booked in, you’re now ready for the most exciting part: launching in the US!

Step 4: Launch Your US Storefront

Now that your inventory is in place and ready to go, it’s time to make your store live for US customers. But before you flip the switch, take a moment to ensure your online storefront is set up for success.

Localise Your Site for the US Market

American consumers expect a familiar and seamless shopping experience, even if your brand is already well-established abroad. That means:

• Pricing in USD
• Domestic shipping options (and timeframes)
• Returns and customer service policies aligned with US norms
• Localised content and spelling (e.g. “shipping” instead of “delivery,” “color” not “colour”)
  

Even small localisation details can improve trust and conversion rates dramatically.

Enable US Payment Gateways

Make sure your checkout is compatible with US-friendly payment methods. These typically include:

• Major credit cards (Visa, Mastercard, Amex)
• PayPal
• Apple Pay and Google Pay
• Buy-now-pay-later options like Affirm or Klarna (especially for DTC)
  

If you’ve set up your business correctly in Step 1, adding these gateways should be relatively straightforward. Shopify, WooCommerce, and other platforms all support easy integration once you’ve activated your US entity and banking.

Update Shipping Rates and Policies

Now that your fulfilment centre is live, update your shipping rates and delivery windows to reflect your new US operations. Being able to offer 2–4 day shipping to most of the US is a huge win, so make that a key message in your marketing.

If possible, provide free or flat-rate shipping to reduce cart abandonment. Make your returns process simple and transparent, too.

Go Live (Softly)

It may be tempting to launch big, but consider a soft launch first. This could mean activating your US storefront without a major announcement, giving you a chance to:

• Test order flows
• Validate delivery timelines
• Optimise customer support
  

Once you’re confident everything is working smoothly, you can turn up the volume.

Step 5: Build and Scale Your US Presence

Going live is just the beginning. The next challenge is turning early sales into lasting growth.

Build Your Brand in the US

Start by tailoring your marketing to the US audience. What works in your home country may not land the same way stateside. You might want to:

• Localise ads with US creatives and messaging
• Work with US influencers or affiliate partners
• Leverage US-specific promotions (e.g. Black Friday, Memorial Day, Labor Day)

Use your early sales data to identify which regions are performing best, then double down on those markets.

Strengthen Customer Service

US consumers expect fast responses, clear policies, and proactive communication. If you’re serving US customers from overseas, consider:

• Setting up US-based customer service hours
• Using tools like Zendesk, Gorgias, or Help Scout
• Automating common support workflows for returns, tracking, etc.
  

The more responsive and reliable your service, the more repeat customers you’ll earn.

Plan for Scale

As orders grow, make sure your operations can scale with you. That might include:

• Adding more fulfilment centres to cut shipping times
• Registering in new states as you hit new nexus thresholds
• Hiring US-based team members to support operations or marketing
  

You might also explore selling on US marketplaces like Amazon or Walmart to broaden your reach, but keep in mind that these channels have their own logistics and compliance requirements.

Wrapping Things Up

Selling in the US is a major step forward for any international brand. It’s a market of enormous potential but also demands preparation, clarity, and local know-how.

By following these steps and surrounding yourself with the right partners, you’ll be well-positioned not just to enter the US market, but to thrive in it. And if you’d like hands-on support at any stage, from fulfilment to compliance, our team at J&J is always here to help.

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