California is the world's fifth-largest economy and the most demanding consumer market in the USA. It is worth going there deliberately, not first.
California's GDP exceeds that of most European countries. Consumers there pay more for design, sustainability and story than elsewhere in the USA. But the costs are also higher: warehousing, logistics and regulations demand more than in Texas or Georgia.
The West Coast means a longer sea route for European goods. That adds to freight cost and lead time, which must not be forgotten in pricing.
California requires special labeling on many products regarding chemicals that the rest of the USA does not. This is not complicated, but it must be done before the first shipment. The same applies to packaging and recycling rules, which vary by state and are strictest in California.
The good news: whoever meets California's requirements essentially meets those of the entire USA. Many exporters use this as a strategy.
If your product is in the premium segment, design-focused or has a sustainability story, the California buyer is ready to appreciate it. In our data, importers of furniture, cosmetics and specialty beverages stand out on the West Coast.
Our advice: start on the East Coast, learn the process, and expand into California as a second step, once volume can carry the higher costs.
The first consultation is free: together we'll see who in the US already buys your product and how to reach them.