40% of Americans Would Pay More for U.S. Goods, Yet 43% Still Shop on Chinese Marketplaces Monthly

According to a survey by Omnisend, 40.1% of Americans say they’re willing to pay extra for goods made in the United States. However, a large portion of these same consumers also shop on Chinese ecommerce platforms – 43.3% of them do so at least monthly, and 7% say they shop there daily. This suggests that while the intention to support domestic manufacturing is strong, low prices and convenience from Chinese marketplaces remain hard to resist.

Since 2020, cross-border ecommerce has grown steadily, fueled by pandemic-driven online habits and aggressive discount pricing on sites like Temu and Shein. This environment makes it easier for cost-conscious shoppers to prioritize savings over buying exclusively American-made goods.

“U.S. shoppers like the idea of supporting American businesses, but they’re also used to rock-bottom prices and fast shipping,” said Greg Zakowicz, Senior Ecommerce Expert at Omnisend. “To win more of their loyalty, U.S. brands may need to focus on delivering value beyond just price, such as unique product offerings or stronger customer experiences.”

Concern about tariff-driven price hikes is high, support for tariffs is low

More Americans are unwilling to embrace trade policies that could lead to steeper prices on household items. While 55.8% of respondents worry that tariffs on imports will drive up prices, only 33.8% support President Trump’s proposed tariffs compared to 41.7% who oppose them. 24.3% remain undecided. This indicates that tariffs can influence how consumers weigh their desire to “buy American” against the reality of personal budgets. Although the idea of supporting domestic manufacturing is popular, price remains a dominant factor for many, especially if tariffs translate to more expensive goods across retail categories.

“Tariffs might drive more people toward locally made goods in theory, but in practice, shoppers often go wherever they can find a deal,” Zakowicz explained. “It’s a classic push-and-pull: consumers want to boost American manufacturing, but they also worry about stretching their dollar when costs creep up.”

Implications for retailers

Retailers face a challenging environment where many shoppers claim they would pay more for American-made goods yet regularly purchase from overseas marketplaces.

“This data shows that retailers can’t rely on patriotism to drive sales,” said Zakowicz. “They need to be proactive in explaining the value of their products beyond price — whether that’s through quality, sustainability, or a faster, more personalized customer experience.”

”Tariffs alone won’t automatically drive consumers to buy American,” Zakowicz noted. “Even if shoppers say they’re willing to pay more for U.S.-made goods, their actions don’t support their claims. Shoppers are still hopping onto low-cost marketplaces like Temu to look for deals. Retailers that adapt to potential price increases, offer creative promotions, and highlight unique differentiators can attract customers, even if external factors push costs higher.”