How do I export to the United States?
The world's largest consumer market, where strategic exports are possible using tariff-free benefits under the Korea-US FTA and a wide range of online and offline distribution channels.
Key Summary
The United States is the world's largest economy with a GDP of approximately $25 trillion, with annual merchandise imports exceeding $3 trillion. Since the Korea-US FTA took effect, over 99% of Korean manufactured goods have been eligible for tariff-free treatment, and Korea's exports to the US reached approximately $115.7 billion in 2023. Consumer patterns and preferences vary significantly across the eastern, western, central, and southern regions, and the diverse racial composition—including Hispanic, Asian, and African American communities—creates niche market opportunities. The B2B industrial market is also vast, with active Korean exports of parts and materials in the automotive, semiconductor, medical device, and aerospace sectors. The e-commerce market is approximately $1 trillion in size, and B2C exports through platforms such as Amazon and Walmart.com are expanding rapidly.
Market Overview
The United States is the world's largest economy with a GDP of approximately $25 trillion, with annual merchandise imports exceeding $3 trillion. Since the Korea-US FTA took effect, over 99% of Korean manufactured goods have been eligible for tariff-free treatment, and Korea's exports to the US reached approximately $115.7 billion in 2023. Consumer patterns and preferences vary significantly across the eastern, western, central, and southern regions, and the diverse racial composition—including Hispanic, Asian, and African American communities—creates niche market opportunities. The B2B industrial market is also vast, with active Korean exports of parts and materials in the automotive, semiconductor, medical device, and aerospace sectors. The e-commerce market is approximately $1 trillion in size, and B2C exports through platforms such as Amazon and Walmart.com are expanding rapidly.
Market Characteristics
The US market is the world's largest single consumer market, with consumers who place high value on quality, safety, and innovation. Unlike markets with a single cultural standard, diverse ethnic communities such as Hispanic, Korean-American, and Chinese-American create distinct niche segments. In recent years, "Made in Korea" and K-Beauty have rapidly gained recognition among US consumers, and Korean food, cosmetics, and entertainment content have expanded their presence significantly. The B2B market is structured around supply chains serving industries such as automotive, semiconductors, medical devices, and aerospace, with particularly high demand for precision parts and advanced materials. Trade shows such as CES, Natural Products Expo West, and Cosmoprof North America serve as key buyer discovery venues.
Regulatory Environment
The primary regulatory bodies for the US market are the FDA (Food and Drug Administration) and the FTC (Federal Trade Commission). Food products must comply with FDA regulations, and certain categories require premarket notification (510K) or registration. Cosmetics are regulated under the Modernization of Cosmetics Regulation Act (MoCRA), which requires product registration and allergen disclosure. Medical devices are classified under FDA Class I/II/III, with Class II/III requiring 510K premarket notification or PMA approval. Electrical and electronic products must be certified by a recognized laboratory such as UL, ETL, or CSA. Children's products must comply with CPSC (Consumer Product Safety Commission) safety standards and ASTM international standards.
Business Culture
US business culture values directness and efficiency, and the pace of decision-making is generally fast. Cold emails and phone calls are commonly used for first contact, and clear, concise proposals are preferred over lengthy documents. In B2B transactions, establishing credibility through industry trade shows or LinkedIn is important. Americans generally prefer outcome-focused communication, and meetings typically move quickly to the point. Relationships are important but are built more through business results than personal connections. Contracts tend to be detailed and comprehensive, so having legal review is essential.
Buyer Discovery
For B2C, Amazon US is the primary channel, and registering as a seller on Amazon Vendor Central or Seller Central allows you to reach millions of consumers. For B2B, industry trade shows are the most effective venue—CES (electronics), Natural Products Expo West (health foods), and Cosmoprof (beauty) are particularly valuable for Korean exporters. LinkedIn is widely used in the US for B2B networking, and reaching out directly to procurement managers and buyers via LinkedIn messages is effective. KOTRA's New York, Los Angeles, and Chicago trade offices also offer buyer matching and market research services. Distribution through major retailers such as Walmart, Target, and Costco requires approaching through their official vendor portals.
Customs & Logistics
The main entry points for goods from Korea include Los Angeles (Long Beach), New York (Port Newark), and Seattle. Shipping time from Busan to Los Angeles is approximately 12–15 days. US Customs and Border Protection (CBP) processes imports through the ACE (Automated Commercial Environment) system. A customs broker is required for commercial imports, and an Importer of Record (IOR) must be designated. The de minimis threshold is $800, below which goods can be imported without paying duties. Amazon FBA (Fulfillment by Amazon) is widely used and enables fast delivery to consumers.
Pricing & Payment
T/T (wire transfer) is the most common payment method in B2B transactions, with L/C (letter of credit) used for larger deals. In B2C, PayPal, credit cards, and platform payment systems are standard. US buyers value price competitiveness, and having pricing benchmarked against competing products is important. For Amazon sales, a competitive pricing strategy including FBA fees and platform commissions is essential. First-time transaction partners typically begin with a test order, so offering flexible MOQ (minimum order quantity) conditions is advisable.
Marketing & Localization
The US market requires English localization, but tone and messaging should be tailored to the target demographic. For Hispanic consumers, Spanish-language marketing is highly effective. Social media channels include Instagram, TikTok, and YouTube, and collaborating with influencers is a proven strategy for building brand awareness. K-pop and K-drama fandoms are strong drivers of demand for Korean products, and tapping into Korean Wave content for marketing is particularly effective for cosmetics and food. Amazon SEO optimization—including keyword-rich product descriptions and high-quality images—is critical for online sales success.
FTA & Tariffs
Under the Korea-US FTA (KORUS FTA), over 99% of Korean manufactured goods enter the US duty-free. To receive FTA benefits, you must attach a Certificate of Origin (CO) certifying that the goods meet the rules of origin. In the FTA, the rules of origin are primarily the tariff classification change rule or the value content rule, and it is important to confirm compliance in advance. Agricultural products and certain sensitive items have their own tariff schedules, so consulting the KORUS FTA tariff elimination schedule is recommended. Note that items currently subject to US Section 301 tariffs (targeting China) are not relevant to Korean goods under the FTA.
Business Culture
Buyer Types
Amazon Marketplace Sellers
These are Amazon third-party sellers who discover Korean products and list them as resellers or via wholesale. They prioritize attractive margins, competitive pricing, and stable supply. They often start with small test orders and expand quantities based on sales performance. Having Amazon-ready packaging (barcode labeling, package dimensions, etc.) helps accelerate onboarding.
Mass Market Retailers (Walmart, Target, Costco)
Major retail chains that list products in thousands of stores nationwide. Their vendor onboarding standards are strict, and suppliers are required to meet requirements such as EDI integration, standardized packaging, and compliance certifications. Once established as a supplier, volume is large and stable, but the onboarding process typically takes 6–12 months.
Specialty / Natural Food Distributors
Distributors and importers specializing in natural foods, organic products, and ethnic foods, with the ability to supply to major retail chains such as Whole Foods and Sprouts. They value product differentiation and story, and require compliance with FDA food safety regulations.
Beauty Retailers (Sephora, Ulta, etc.)
Specialty beauty retailers where K-Beauty products have seen rapid category expansion. They seek brand story, clean ingredients, and differentiated formulations. Sephora's Korean Beauty section is a key channel for Korean cosmetics brands looking to reach mainstream US consumers.
B2B Industrial Parts Buyers
Procurement managers at automotive, semiconductor, medical device, and aerospace companies seeking Korean precision parts and advanced materials. Quality certifications (IATF 16949, ISO 9001, AS9100) and on-time delivery reliability are top selection criteria. Long-term supply contracts (3–5 years) are preferred.
Logistics Information
Lead Time
Sea: 12–15 days (Busan–LA), Air: 2–3 days
Est. Shipping Cost
Sea: $1,500–2,500/20ft, Air: $5–8/kg
Payment Methods
FTA/Trade Agreements
Frequently Asked Questions
A. To sell on Amazon US, you create an account on Amazon Seller Central and register as an individual seller or professional seller. You can use FBA (Fulfillment by Amazon) to ship inventory to Amazon's US warehouses, which qualifies products for Prime delivery and greatly improves sales performance. For food and health products, Amazon requires additional category approval and relevant certification documents. Products must have valid UPCs or EAN barcodes, and your product listings must comply with Amazon's content guidelines. US-based product liability insurance (typically $1M per occurrence) is required for professional sellers.
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