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Marketplaces and search are top for UK brands reaching US shoppers, study finds


Global shipping and mailing company Pitney Bowes has revealed that search and online marketplaces remain the top channels for US online shoppers looking to discover UK brands.
New data from its BOXpoll survey demonstrated the sustained effectiveness of search (e.g. Google, Bing) and online marketplaces. Almost one in three (30%) US online shoppers surveyed say they are most likely to find UK brands through these two channels, while one in four (24%) discovering British brands through advertising on Facebook.

The BOXpoll survey questioned 400 US-located online shoppers who purchased from UK brands in the past six months. Almost half (48%) the shoppers aged 57 to 75 years – the ‘Baby Boomer’ generation – find UK brands through marketplaces such as eBay and Etsy.

More than one in four Generation Z (born between 1997 and 2012) buyers find UK brands through TikTok advertising, while Facebook advertising leads 26% of Baby Boomers and 25% of millennials to discover a UK brand. Additionally, one in three (34%) shoppers aged 41 to 56 (Generation X) say they discover British brands through YouTube advertising.

The latest survey follows BOXpoll data released in May which found one in four (25%) Generation Z shoppers and more than one in five (22%) millennials in the US buy from UK online retailers at least once a month, presenting an exciting new revenue stream for UK sellers.

Georges Berzgal, senior vice president international, Pitney Bowes Global Ecommerce, said: “The size of the US market and the appeal of British brands present a fantastic growth opportunity to UK retailers, but sellers must laser-focus their sales strategies and provide an outstanding cross-border delivery experience with fully-landed costs, real-time tracking and estimated delivery dates in order to succeed.”

The data follows the recent launch of Designed Cross-Border services from Pitney Bowes, created to make ecommerce logistics easier for UK retailers, helping them to deliver a cross-border experience to the US and Canada which replicates the best domestic experience.

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