Business
Massive data breach that includes Social Security numbers may be even worse than suspected

The company whose data breach potentially exposed every American’s Social Security number to identity thieves finally has acknowledged the data theft — and said hackers obtained even more sensitive information than previously reported.
National Public Data, a Florida-based company that collects personal information for background checks, posted a “Security Incident” notice on its site to report “potential leaks of certain data in April 2024 and summer 2024.” The company said the breach appeared to involve a third party “that was trying to hack into data in late December 2023.”
According to a class-action lawsuit filed in U.S. District Court in Fort Lauderdale, Fla., the hacking group USDoD claimed in April to have stolen personal records of 2.9 billion people from National Public Data. Posting in a forum popular among hackers, the group offered to sell the data, which included records from the United States, Canada and the United Kingdom, for $3.5 million, a cybersecurity expert said in a post on X.
Last week, a purported member of USDoD identified only as Felice told the hacking forum that they were offering “the full NPD database,” according to a screenshot taken by BleepingComputer. The information consists of about 2.7 billion records, each of which includes a person’s full name, address, date of birth, Social Security number and phone number, along with alternate names and birth dates, Felice claimed.
None of the information was encrypted.
Such a release would be problematic enough. But according to National Public Data, the breach also included email addresses — a crucial piece for identity thieves and fraudsters.
Having a person’s email address makes it easier to target them with phishing attacks, which try to dupe people into revealing passwords to financial accounts or downloading malware that can extract sensitive personal information from your devices. In addition, because many people use their email address to log into online accounts, it could be used to try to hijack those accounts through password resets.
It’s not clear what, exactly, has been leaked on the dark web from the breach. In a very small sampling of scans using Google One, email addresses taken during the National Public Data breach did not appear. But a free tool from the cybersecurity company Pentester found that other personal data purportedly exposed by the breach, including Social Security numbers, were on the dark web.
National Public Data said on its website that it will notify individuals if there are “further significant developments” applicable to them. “We have also implemented additional security measures in efforts to prevent the reoccurrence of such a breach and to protect our systems,” it said.
Previously, in an email sent to people who’d sought information about their accounts, the company said that it had “purged the entire database, as a whole, of any and all entries, essentially opting everyone out.” As a result, it said, it has deleted any “non-public personal information” about people, although it added, “We may be required to retain certain records to comply with legal obligations.”
The company did not respond to a request for comment. Under a number of state laws, including California’s, companies must notify any individual whose personal information is reasonably believed to have been taken by an unauthorized person.
At this point, it appears that the only notice provided by National Public Data is the page on its website, which states, “We are notifying you so that you can take action which will assist to minimize or eliminate potential harm. We strongly advise you to take preventive measures to help prevent and detect any misuse of your information.”
The steps recommended by National Public Data include checking your financial accounts for unauthorized activity and placing a free fraud alert on your accounts at the three major credit bureaus, Equifax, Experian and TransUnion. Once you’ve placed a fraud alert on your account, the company advised, ask for a free credit report, then check it for accounts and inquiries that you don’t recognize. “These can be signs of identity theft.”
Security experts also advise putting a freeze on your credit files at the three major credit bureaus. You can do so for free, and it will prevent criminals from taking out loans, signing up for credit cards and opening financial accounts under your name. The catch is that you’ll need to remember to lift the freeze temporarily if you are obtaining or applying for something that requires a credit check.
In the meantime, security experts say, make sure all of your online accounts use two-factor authorization to make them harder to hijack.
It’s also important to look for signs that an email or text is not legitimate, given the spread of “imposter scams.” Using messages disguised to look like an urgent inquiry from your bank or service provider, these scams try to dupe you into giving up keys to your identity and, potentially, your savings. Any request for sensitive personal information is a giant red flag.
Aleksandr Valentij of cybersecurity company Surfshark suggested checking the sender’s email address carefully to see if it doesn’t precisely match the name of the organization they purportedly represent, and looking for typos or grammatical errors — two telltale signs of a scam. And if the message is from someone you’ve never interacted with before, Valentij said, avoid clicking on links, including an “unsubscribe” link or button, because bad actors will use them for malicious purposes.
“If you suspect that you’ve received a phishing email, don’t interact with it and report it to your email provider,” Valentij said. “If it’s someone pretending to be a legitimate organization, you should also report it to that organization. Once that’s done, delete the email and stay vigilant for similar emails in the future.”

Business
The lowdown on inherited IRAs

Dear Liz: I inherited my mother’s Roth IRA when she died in 2015 and have been taking yearly required minimum distributions based on my age. My spouse is my primary beneficiary on this inherited Roth IRA. What happens if I pass away before she does? Can she just roll it over into her existing Roth IRA, as is generally permitted for spousal IRA inheritance? Or are there additional limits imposed because it becomes a “doubly inherited” Roth IRA?
Answer: The SECURE Act largely eliminated the so-called stretch IRA that allowed non-spouse beneficiaries to take distributions over their lifetimes. IRAs inherited on or after Jan. 1, 2020, must typically be drained within 10 years.
That likely would be the case for your wife. Special rules allow a spouse to treat an inherited IRA as their own, but only when they inherit from the original IRA owner, says Mark Luscombe, principal analyst for Wolters Kluwer Tax & Accounting.
There are a few exceptions. Your wife may be able to spread the distributions over her lifetime if she is disabled or chronically ill, for example.
If that’s not the case, she’s back to draining the account within 10 years. Many inherited IRAs require annual distributions. Since this is a Roth IRA, however, the original owner would not have been required to start distributions. Therefore, the spouse of the inherited Roth IRA beneficiary does not have a requirement to distribute annually over the 10-year period but may wait until the end of the 10-year period to do the full distribution, Luscombe says.
Dear Liz: I am in my late 50s, married and woefully unprepared financially for my later years. I was a stay-at-home mom for many years. I now work almost full time but my employer has no 401(k) or profit sharing or really any benefits at all. I just started putting $8,000 (the catch-up amount) into my Roth IRA. What else can I do now to make up for lost time?
Answer: You can’t really make up for the decades of compounded returns you missed by not investing earlier. But you can make some smart decisions now for a more comfortable retirement.
Your most important decision likely will be how you and your spouse claim Social Security. Your spouse almost certainly should wait to claim until age 70 to maximize their lifetime benefit and to lock in the highest possible survivor benefit. If you outlive your spouse, this benefit could comprise the bulk of your income. Consider reading “Get What’s Yours,” a book about Social Security claiming strategies by Laurence J. Kotlikoff and Philip Moeller. Just make sure to get the updated version that was published in 2016, since earlier versions refer to strategies that Congress eliminated.
Delaying retirement is another powerful way to compensate for a late start, since you’ll have more years to work and save. Consider finding an employer who will help you secure your future by providing a 401(k) with a generous match. You’ll be able to contribute substantially more to a workplace retirement plan than you would to a Roth.
You and your spouse should consider hiring a fee-only financial planner to review your situation and offer customized advice.
Dear Liz: You recently responded to an elderly couple who planned to move into assisted living, but were concerned about capital gains taxes on the sale of their home. You suggested an installment sale or renting out the home as possible options. While not for everyone, another possibility is a home loan or a reverse mortgage to cash out tax free.
Answer: Reverse mortgages have to be repaid if the borrowers die, sell or permanently move out of their homes. If one of the spouses planned to stay in the home, a reverse mortgage might work, but not if both plan to move to assisted living.
A home equity loan or home equity line of credit might be options if the couple have good credit, sufficient income to make the payments and a cooperative lender. A tax pro or a fee-only financial planner could help them assess their options.
Liz Weston, Certified Financial Planner®, is a personal finance columnist. Questions may be sent to her at 3940 Laurel Canyon, No. 238, Studio City, CA 91604, or by using the “Contact” form at asklizweston.com.
Business
Plastic Spoons, Umbrellas, Violins: A Guide to What Americans Buy From China

Tariffs are up. Tariffs are down. Shipping is frozen. Shipping is back on.
In the past several weeks, Chinese imports to the U.S. have been on a seesaw, leaving Americans uncertain how tariffs will affect their lives.
It’s impossible to say what tariffs will do to the price or availability of any particular item, although even the Trump administration’s current level of 30 percent tariffs — on top of previous levies — will certainly make many things more expensive.
But thanks to detailed trade data, we know what Americans buy from China, and how much of it, and thus what might be most sensitive to future swings in trade status.
Here are several ways of understanding what’s on those container ships, based on 2024 data from the U.S. International Trade Commission.
First, the products where the greatest share of our imports are Chinese imports:
Goods Americans import almost exclusively from China
ITEM | Pct. from China |
Imports from China in millions |
|
---|---|---|---|
1 | Baby carriages | 97% | $380 |
2 | Artificial plants | 96% | $991 |
3 | Umbrellas | 96% | $491 |
4 | Filing cabinets | 96% | $88 |
5 | Vacuum flasks | 96% | $1,634 |
6 | Fireworks | 95% | $465 |
7 | Children’s picture books | 93% | $505 |
8 | Portable lighting | 91% | $901 |
9 | Combs | 91% | $367 |
10 | Travel kits | 90% | $42 |
This list is the simplest way to think about which Chinese goods the U.S. relies on most. But percentages aren’t everything. Americans buy so much from China that even goods with smaller imported shares from there could still be significantly affected by tariffs.
Chinese goods that Americans spend the most on
ITEM | Pct. from China |
Imports from China in millions |
|
---|---|---|---|
1 | Telephones | 42% | $50,085 |
2 | Computers | 26% | $35,473 |
3 | Electric batteries | 58% | $17,022 |
4 | Other toys | 76% | $13,463 |
5 | Motor vehicles; parts and accessories | 11% | $9,059 |
6 | Video and card games | 78% | $7,083 |
7 | Video displays | 33% | $6,770 |
8 | Electric heaters | 55% | $6,607 |
9 | Seats | 26% | $6,582 |
10 | Packaged medications | 6% | $6,146 |
This list skews slightly toward more expensive goods that the average American purchases infrequently, particularly electronics. But the International Trade Commission also tracks how many of each good the U.S. imports.
Chinese goods with huge U.S. import quantities
ITEM | Pct. from China |
Items imported from China in millions |
|
---|---|---|---|
1 | Plastic housewares | 79% | 67,895 |
2 | Other plastic products | 45% | 19,158 |
3 | Plastic lids | 22% | 13,688 |
4 | Electrical capacitors | 11% | 12,125 |
5 | Semiconductor devices | 3% | 11,368 |
6 | Electrical resistors | 11% | 9,276 |
7 | Other toys | 76% | 6,390 |
8 | Other cloth articles | 64% | 5,466 |
9 | Shaped paper | 38% | 3,895 |
10 | Low-voltage protection equipment | 15% | 3,626 |
In that list, you can see Americans’ well-documented reliance on China for plastic products.
Many of America’s major imports from China are consumer goods: things you buy for yourself, like clothes, housewares or entertainment. Drill down into those categories and specific products stand out.
For example, American wardrobes are somewhat dependent on China: about a fifth of U.S. clothing imports. But a majority of neckties and gloves and pantyhose are imported from China.
Clothing
ITEM | Pct. from China |
Imports from China in millions |
|
---|---|---|---|
1 | Hosiery | 58% | $149 |
2 | Neckties | 57% | $52 |
3 | Gloves | 53% | $724 |
4 | Handkerchiefs | 53% | $13 |
5 | Women’s and girls’ bathrobes | 50% | $217 |
The U.S. is more reliant on China for things made with polyester and nylon (like pantyhose) than for those made with cotton.
Athletes, especially racket-sport players, are also dependent on China:
Sporting goods
ITEM | Pct. from China |
Imports from China in millions |
|
---|---|---|---|
1 | Badminton or similar rackets | 94% | $64 |
2 | Equipment for table tennis | 81% | $34 |
3 | Lawn-tennis rackets | 70% | $41 |
4 | Gym and athletic equipment | 69% | $1,652 |
5 | Other sports and pool equipment | 64% | $1,345 |
There are also consumer-goods categories whose “Made in China” status may not be as well known. For example, the U.S. gets a lot of its imported string instruments — such as violins and cellos — from China.
Musical instruments
ITEM | Pct. from China |
Imports from China in millions |
|
---|---|---|---|
1 | String musical instruments played with a bow | 83% | $31 |
2 | Brass-wind instruments | 44% | $49 |
3 | Percussion musical instruments | 36% | $42 |
4 | Wind musical instruments except brass | 27% | $48 |
5 | Grand and upright pianos | 4% | $4.8 |
The Japanese company Yamaha manufactures some of its instruments in China, including trumpets and drums.
The U.S. also relies on China for many of its vitamins …
Vitamin derivatives
ITEM | Pct. from China |
Imports from China in millions |
|
---|---|---|---|
1 | Vitamin B6 | 90% | $32 |
2 | Vitamin B1 | 88% | $43 |
3 | Vitamin B12 | 85% | $59 |
4 | Vitamin C | 73% | $139 |
5 | Vitamin B3 and B5 | 72% | $35 |
… and eels. (China has a robust eel farming industry.)
Fish
ITEM | Pct. from China |
Imports from China in millions |
|
---|---|---|---|
1 | Preserved eel | 95% | $38 |
2 | Frozen cod-like fish | 91% | $8.5 |
3 | Frozen tilapia fillets | 75% | $308 |
4 | Dried, salted and brined cod-like fish fillets | 69% | $37 |
5 | Frozen flatfish fillets | 65% | $58 |
Then there are the goods that the U.S. imports primarily to put inside other things, like car parts.
Car parts
ITEM | Pct. from China |
Imports from China in millions |
|
---|---|---|---|
1 | Vehicle windshields and window parts | 32% | $358 |
2 | Motor vehicle wheels and accessories | 31% | $1,338 |
3 | Vehicle parts: brakes, servo-brake and parts | 25% | $1,697 |
4 | Bumpers and parts for motor vehicles | 5% | $79 |
5 | Seat belts for motor vehicles | 4% | $11 |
The U.S. relies heavily on Chinese imports to build electric vehicles in particular: Some 70 percent of its imported lithium-ion batteries are from China.
Even batteries made in the U.S. often rely on raw materials from China, particularly graphite. (China tightened its export controls on graphite at the end of last year, so this year’s numbers could end up looking very different.)
Critical minerals used in E.V. batteries
ITEM | Pct. from China |
Imports from China in millions |
|
---|---|---|---|
1 | Graphite and artificial graphite | 62% | $376 |
2 | Manganese ores, oxides and articles | 37% | $86 |
3 | Cobalt ores, oxides, hydroxides and articles | 2% | $9.8 |
4 | Nickel ores, oxides, hydroxides, sulphates and raw nickel | 2% | $30 |
5 | Lithium oxide, hydroxide and carbonate | 1% | $2.6 |
Mr. Trump’s newest tariffs are not the only levies imposed on Chinese goods, and there’s a complicated interplay of which tariffs apply to which products. Some goods that a lot of Americans buy received exemptions from the latest tariffs (though perhaps not future ones), including one item the U.S. imports almost exclusively from China: children’s books.
Select exempted goods
ITEM | Pct. from China |
Imports from China in millions |
|
---|---|---|---|
1 | Children’s picture, drawing or coloring books | 93% | $505 |
2 | Smartphones | 73% | $40,675 |
3 | Portable computers | 66% | $32,169 |
That’s a window into what Americans buy from China. But for some imports, the U.S. doesn’t rely on China. It’s a list that includes large vehicles, precious metals and tomatoes, all of which America imports largely from other countries.
Goods that the U.S. imports the least from China
ITEM | Total imports in millions |
|
---|---|---|
1 | Delivery trucks | $47,524 |
2 | Other precious metal products | $21,231 |
3 | Planes, helicopters, and/or spacecraft | $18,309 |
4 | Diamonds | $15,938 |
5 | Raw aluminum | $10,113 |
6 | Refined copper | $8,627 |
7 | Platinum | $6,973 |
8 | Wine | $6,697 |
9 | Other fruits | $5,923 |
10 | Silver | $5,088 |
It’s also worth noting what America exports to China. Though the U.S. sends fewer goods to China than it receives, these could still be affected in a trade war. (China has been instituting its own exemptions, which are broader than those of the U.S.)
Goods that the U.S. exports the most to China
ITEM | Exports to China in millions |
|
---|---|---|
1 | Soybeans | $12,761 |
2 | Civilian aircraft | $11,522 |
3 | Integrated circuits | $8,716 |
4 | Vaccines, blood, antisera, toxins and cultures | $6,680 |
5 | Petroleum gas | $6,187 |
6 | Crude petroleum | $6,160 |
7 | Cars | $4,931 |
8 | Machines used to manufacture semiconductor devices, electronic integrated circuits or flat panel displays | $4,170 |
9 | Medical instruments | $3,460 |
10 | Scrap copper | $2,795 |
To let you take a closer look at what America does and doesn’t import from China, we’ve included a searchable list below of all goods for which the U.S. imported at least $20 million (from any country) in 2024, excluding America’s major exports.
ITEM | Pct. from China |
Imports from China in millions |
|
---|---|---|---|
1 | Baby carriages | 97% | $380 |
2 | Artificial plants | 96% | $991 |
3 | Umbrellas | 96% | $491 |
4 | Filing cabinets | 96% | $88 |
5 | Vacuum flasks | 96% | $1,634 |
6 | Fireworks | 95% | $465 |
7 | Children’s picture books | 93% | $505 |
8 | Portable lighting | 91% | $901 |
9 | Combs | 91% | $367 |
10 | Travel kits | 90% | $42 |
11 | Chalkboards | 90% | $124 |
12 | Party decorations | 89% | $4,699 |
13 | Umbrella and walking stick accessories | 85% | $71 |
14 | Other footwear | 84% | $972 |
15 | Blankets | 82% | $1,398 |
16 | Other cutlery | 82% | $140 |
17 | Iron housewares | 81% | $3,155 |
18 | Bells and other metal ornaments | 81% | $911 |
19 | Ceramic tableware | 80% | $835 |
20 | Other domestic electric housewares | 80% | $2,696 |
21 | Other musical instruments | 80% | $22 |
22 | Other clocks | 80% | $110 |
23 | Scissors | 79% | $123 |
24 | Plastic housewares | 79% | $6,079 |
25 | Video and card games | 78% | $7,083 |
26 | Other toys | 76% | $13,463 |
27 | Cooking hand tools | 74% | $106 |
28 | Wood frames | 74% | $149 |
29 | Sound recording equipment | 72% | $812 |
30 | Aluminum housewares | 72% | $1,143 |
31 | Postcards | 72% | $273 |
32 | Glycosides | 71% | $215 |
33 | Manganese | 71% | $85 |
34 | Electric filament | 70% | $1,882 |
35 | Scent sprays | 70% | $173 |
36 | Cutlery sets | 69% | $309 |
37 | Image projectors | 68% | $38 |
38 | Graphite | 68% | $96 |
39 | Wood ornaments | 68% | $394 |
40 | Phosphoric esters and salts | 67% | $82 |
41 | Glass bricks | 66% | $99 |
42 | Wheelchairs | 66% | $273 |
43 | Pearl products | 65% | $605 |
44 | Walking sticks | 65% | $28 |
45 | Imitation jewelry | 65% | $602 |
46 | Brooms | 64% | $1,241 |
47 | Other cloth articles | 64% | $3,589 |
48 | Fake hair | 64% | $879 |
49 | Ornamental ceramics | 63% | $328 |
50 | Wood kitchenware | 63% | $267 |
51 | Other knit clothing accessories | 63% | $186 |
52 | Awnings, tents, and sails | 62% | $546 |
53 | Iron sewing needles | 62% | $23 |
54 | Iron stovetops | 62% | $2,278 |
55 | Pastes and waxes | 62% | $200 |
56 | Safes | 62% | $212 |
57 | Calendars | 61% | $73 |
58 | Interior decorative glassware | 60% | $806 |
59 | Artificial graphite | 60% | $280 |
60 | Knives | 59% | $463 |
61 | Fishing and hunting equipment | 59% | $512 |
62 | Watch straps | 58% | $121 |
63 | Electric batteries | 58% | $17,022 |
64 | Molybdenum | 58% | $109 |
65 | Other headwear | 57% | $328 |
66 | Neck ties | 57% | $52 |
67 | Sports equipment | 56% | $4,283 |
68 | Knit gloves | 56% | $602 |
69 | Knit socks and hosiery | 55% | $1,320 |
70 | Electric heaters | 55% | $6,607 |
71 | Hats | 55% | $62 |
72 | Mattresses | 54% | $2,200 |
73 | Processed mica | 54% | $26 |
74 | Other non-knit clothing accessories | 54% | $111 |
75 | Porcelain tableware | 54% | $179 |
76 | Rubber footwear | 54% | $3,440 |
77 | Bedspreads | 54% | $422 |
78 | Handkerchiefs | 53% | $13 |
79 | Woven fabrics | 52% | $120 |
80 | Bladed weapons and accessories | 52% | $12 |
81 | Other articles of twine and rope | 51% | $76 |
82 | Hair trimmers | 51% | $343 |
83 | Gimp yarn | 51% | $41 |
84 | Inedible fats and oils | 50% | $1,177 |
85 | Cameras | 49% | $229 |
86 | Artistry paints | 48% | $63 |
87 | Eyewear frames | 47% | $595 |
88 | Bathroom ceramics | 46% | $725 |
89 | Mannequins | 46% | $32 |
90 | Window dressings | 46% | $564 |
91 | Magnesium carbonate | 46% | $97 |
92 | Other carpets | 45% | $132 |
93 | Plastic wash basins | 45% | $273 |
94 | Smoking pipes | 45% | $12 |
95 | Electromagnets | 45% | $487 |
96 | Other zinc products | 44% | $125 |
97 | Pulley systems | 44% | $653 |
98 | Waterproof footwear | 44% | $65 |
99 | Non-knit gloves | 43% | $122 |
100 | Carbides | 42% | $147 |
101 | Telephones | 42% | $50,085 |
102 | Tool sets | 42% | $38 |
103 | Bicycles, delivery tricycles, other cycles | 42% | $417 |
104 | Medical furniture | 42% | $537 |
105 | Locust beans, seaweed, sugar beet, cane | 41% | $100 |
106 | Microphones and headphones | 41% | $5,365 |
107 | Iron anchors | 41% | $18 |
108 | Monopods, bipods, tripods and similar articles | 41% | $24 |
109 | Eyewear | 40% | $1,023 |
110 | Scarves | 40% | $124 |
111 | Other hand tools | 39% | $570 |
112 | Electric musical instruments | 39% | $232 |
113 | Rubber stamps | 39% | $14 |
114 | Iron toiletry | 38% | $238 |
115 | Scales | 38% | $329 |
116 | Iron oxides and hydroxides | 38% | $82 |
117 | Felt or coated fabric garments | 38% | $825 |
118 | Metal office supplies | 38% | $57 |
119 | Other knit garments | 37% | $550 |
120 | Motor-working tools | 37% | $2,742 |
121 | Light fixtures | 36% | $3,344 |
122 | Garments of impregnated fabric | 36% | $67 |
123 | Hand tools | 36% | $169 |
124 | Percussion | 36% | $42 |
125 | Pens | 35% | $393 |
126 | Textile footwear | 35% | $2,760 |
127 | Saddlery | 35% | $198 |
128 | Spring, air, and gas guns | 35% | $73 |
129 | Carboxyimide compounds | 35% | $102 |
130 | Other wood articles | 35% | $597 |
131 | Electrical insulators | 34% | $135 |
132 | Knit women’s undergarments | 34% | $1,100 |
133 | House linens | 34% | $1,989 |
134 | Toilet paper | 34% | $678 |
135 | Wind instruments | 34% | $97 |
136 | Metal mountings | 34% | $2,945 |
137 | Plastic floor coverings | 34% | $1,419 |
138 | Knit active wear | 33% | $226 |
139 | Garden tools | 33% | $136 |
140 | Titanium oxides | 33% | $20 |
141 | Video displays | 33% | $6,770 |
142 | Bi-wheel vehicle parts | 33% | $519 |
143 | Video recording equipment | 33% | $179 |
144 | Glass beads | 32% | $45 |
145 | Therapeutic appliances | 32% | $2,033 |
146 | Safety glass | 31% | $416 |
147 | Pencils and crayons | 31% | $99 |
148 | Iron chains | 31% | $216 |
149 | Knitted hats | 31% | $654 |
150 | Non-knit women’s coats | 29% | $562 |
151 | Printed circuit boards | 29% | $747 |
152 | Iron cloth | 29% | $168 |
153 | Vacuum cleaners | 29% | $896 |
154 | Other cast iron products | 29% | $160 |
155 | Sound recordings | 29% | $448 |
156 | Ketones and quinones | 28% | $278 |
157 | Paper notebooks | 28% | $269 |
158 | Ornamental trimmings | 28% | $11 |
159 | Rubber inner tubes | 28% | $21 |
160 | Non-knit men’s coats | 28% | $547 |
161 | Wrenches | 27% | $227 |
162 | Other women’s undergarments | 27% | $640 |
163 | Vending machines | 27% | $70 |
164 | Embroidery | 27% | $29 |
165 | Labels | 26% | $11 |
166 | Other metals | 26% | $182 |
167 | Seats | 26% | $6,582 |
168 | Oxygen heterocyclic compounds | 26% | $432 |
169 | Knit men’s undergarments | 26% | $427 |
170 | Chromium oxides and hydroxides | 26% | $6.8 |
171 | Computers | 26% | $35,473 |
172 | Copper housewares | 26% | $25 |
173 | Nucleic acids | 25% | $880 |
174 | Basketwork | 24% | $140 |
175 | Boat propellers | 24% | $149 |
176 | Vegetable and mineral carvings | 24% | $96 |
177 | Knit women’s coats | 24% | $199 |
178 | Twine, cordage or rope; knotted netting, fishing nets and other nets, of textile materials | 24% | $13 |
179 | Time switches | 24% | $15 |
180 | Nitrogen heterocyclic compounds | 24% | $1,167 |
181 | Oxygen amino compounds | 24% | $425 |
182 | Motorcycles and cycles | 23% | $907 |
183 | Calculators | 23% | $260 |
184 | Non-knit active wear | 23% | $536 |
185 | Padlocks | 23% | $662 |
186 | Wool grease | 23% | $5.8 |
187 | Wallpaper | 23% | $27 |
188 | Trunks and cases | 23% | $2,613 |
189 | Iron nails | 23% | $220 |
190 | Aluminum ore | 22% | $35 |
191 | Air pumps | 22% | $3,494 |
192 | Coated textile fabric | 22% | $23 |
193 | Knit babies’ garments | 22% | $374 |
194 | Carboxyamide compounds | 22% | $249 |
195 | Household washing machines | 22% | $502 |
196 | Non-knit women’s undergarments | 22% | $106 |
197 | Other furniture | 22% | $5,718 |
198 | Woodworking machines | 21% | $297 |
199 | Worked slate | 21% | $9.8 |
200 | Vegetable saps | 21% | $348 |
201 | Non-knit women’s suits | 21% | $2,160 |
202 | Woven fabric of synthetic staple fibers | 21% | $8.1 |
203 | Commodities not elsewhere specified | 21% | $5,136 |
204 | Rubber apparel | 21% | $558 |
205 | Balances | 21% | $25 |
206 | Leather footwear | 21% | $2,404 |
207 | Glass bottles | 21% | $343 |
208 | Knit women’s suits | 21% | $1,106 |
209 | Plastic building materials | 21% | $578 |
210 | Barium sulphate | 20% | $40 |
211 | Knit sweaters | 20% | $2,570 |
212 | Refrigerators | 19% | $2,585 |
213 | Air conditioners | 19% | $2,876 |
214 | Wooden tool handles | 19% | $9.2 |
215 | Sanitary towels (pads) | 19% | $341 |
216 | Vegetable alkaloids | 19% | $86 |
217 | Navigation equipment | 18% | $799 |
218 | Carboxylic acids | 18% | $267 |
219 | Decals | 18% | $20 |
220 | Stone working machines | 18% | $67 |
221 | Non-knit women’s shirts | 18% | $326 |
222 | Non-knit babies’ garments | 18% | $58 |
223 | Aluminum foil | 18% | $243 |
224 | Watch cases and parts | 18% | $4.6 |
225 | Knit men’s coats | 17% | $142 |
226 | Copper pipe fittings | 17% | $178 |
227 | Gum coated textile fabric | 17% | $14 |
228 | Broadcasting equipment | 17% | $1,924 |
229 | Refractory bricks | 17% | $47 |
230 | Warp knit fabrics | 16% | $55 |
231 | Inhalable tobacco/nicotine products | 16% | $93 |
232 | Stranded iron wire | 16% | $155 |
233 | Metal molds | 16% | $359 |
234 | Hydrazine or hydroxylamine derivatives | 16% | $23 |
235 | Pearls | 15% | $12 |
236 | Spices | 15% | $62 |
237 | Onions | 15% | $126 |
238 | Building stone | 14% | $395 |
239 | Vegetable waxes and beeswax | 14% | $9.4 |
240 | Hand saws | 14% | $126 |
241 | Packing bags | 14% | $98 |
242 | Agglomerated cork | 14% | $17 |
243 | Audio alarms | 14% | $519 |
244 | Hot-rolled stainless steel bars | 14% | $20 |
245 | Book-binding machines | 14% | $29 |
246 | Silk fabrics | 14% | $5.3 |
247 | Metal stoppers | 13% | $138 |
248 | Letter stock | 13% | $28 |
249 | Conveyor belt textiles | 13% | $15 |
250 | Rolling machines | 13% | $46 |
251 | Electrical ignitions | 13% | $590 |
252 | Retail artificial filament yarn | 13% | $5.3 |
253 | Rubber belting | 13% | $105 |
254 | Other leather articles | 13% | $19 |
255 | Sewing machines | 13% | $53 |
256 | Other vegetable oils | 13% | $31 |
257 | Textile wall coverings | 13% | $4.7 |
258 | Tufted carpets | 13% | $138 |
259 | Casting machines | 13% | $60 |
260 | Fish fillets | 13% | $951 |
261 | Mirrors and lenses | 13% | $195 |
262 | Diazo, azo or azoxy compounds | 13% | $6.2 |
263 | Electric motors | 12% | $1,603 |
264 | Furskin apparel | 12% | $12 |
265 | Industrial printers | 12% | $1,787 |
266 | Iron wire | 12% | $75 |
267 | Electrical transformers | 12% | $3,539 |
268 | Milling stones | 12% | $68 |
269 | Other office machines | 12% | $116 |
270 | Granulated slag | 12% | $26 |
271 | Other heating machinery | 12% | $1,066 |
272 | Other clocks and watches | 12% | $6.5 |
273 | Sulfonamides | 12% | $134 |
274 | Dried/salted/smoked/brined fish | 12% | $49 |
275 | Leather apparel | 12% | $164 |
276 | Non-knit men’s undergarments | 12% | $26 |
277 | Polycarboxylic acids | 12% | $181 |
278 | Electrical parts | 11% | $35 |
279 | Antimony | 11% | $11 |
280 | Engine parts | 11% | $1,228 |
281 | Insulated wire | 11% | $3,448 |
282 | Rubber pipes | 11% | $253 |
283 | Aluminum structures | 11% | $307 |
284 | Electrical resistors | 11% | $109 |
285 | Non-knit men’s suits | 11% | $884 |
286 | Other electrical machinery | 11% | $1,798 |
287 | Electrical capacitors | 11% | $200 |
288 | Motor vehicles; parts and accessories | 11% | $9,059 |
289 | Worked ivory and bone | 11% | $4.3 |
290 | Hard rubber | 11% | $3.3 |
291 | Other processed fruits and nuts | 11% | $449 |
292 | Microscopes | 11% | $60 |
293 | Radio receivers | 11% | $404 |
294 | Unprocessed artificial staple fibers | 11% | $26 |
295 | Electric motor parts | 11% | $368 |
296 | Knit men’s suits | 10% | $234 |
297 | Other processed vegetables | 10% | $202 |
298 | Insulating glass | 10% | $37 |
299 | Other meat | 10% | $6.6 |
300 | Retail artificial staple fibers yarn | 10% | $15 |
301 | Tea | 10% | $55 |
302 | Razor blades | 10% | $67 |
303 | Iron structures | 10% | $854 |
304 | Non-knit men’s shirts | 10% | $261 |
305 | Non-mechanical removal machinery | 10% | $90 |
306 | Other slag and ash | 10% | $3.6 |
307 | Pepper | 9% | $104 |
308 | Wood fiberboard | 9% | $120 |
309 | Machinery having individual functions | 9% | $1,265 |
310 | Papermaking machines | 9% | $67 |
311 | Metalworking machines | 9% | $30 |
312 | Retail cotton yarn | 9% | $4.5 |
313 | Dried fruits | 9% | $32 |
314 | Office machine parts | 9% | $4,499 |
315 | Knit t-shirts | 9% | $572 |
316 | Knitting machines | 9% | $11 |
317 | Light pure woven cotton | 9% | $32 |
318 | Steel wire | 9% | $20 |
319 | Fork-lifts | 8% | $691 |
320 | Knit women’s shirts | 8% | $167 |
321 | Hand-woven rugs | 8% | $130 |
322 | Stone processing machines | 8% | $178 |
323 | Gelatin | 8% | $24 |
324 | Pumice | 8% | $4.6 |
325 | Drilling machines | 8% | $30 |
326 | Light mixed woven cotton | 8% | $4.1 |
327 | Electrical lighting and signaling equipment | 8% | $532 |
328 | Pharmaceutical rubber products | 8% | $6.3 |
329 | Cement articles | 8% | $198 |
330 | Jute woven fabric | 8% | $3.0 |
331 | Other live plants, cuttings and slips; mushroom spawn |
8% | $70 |
332 | Iron pipes | 7% | $224 |
333 | Other agricultural machinery | 7% | $95 |
334 | Washing and bottling machines | 7% | $431 |
335 | Sugar preserved foods | 7% | $2.5 |
336 | Knit men’s shirts | 7% | $153 |
337 | Leather machinery | 7% | $2.3 |
338 | Feldspar | 7% | $18 |
339 | Rubberworking machinery | 7% | $228 |
340 | Metal-rolling mills | 7% | $95 |
341 | Lifting machinery | 7% | $545 |
342 | Electrical control boards | 7% | $1,252 |
343 | Blown glass | 6% | $4.8 |
344 | Mollusks | 6% | $78 |
345 | Flax woven fabric | 6% | $7.9 |
346 | Magnesium | 6% | $22 |
347 | Used rubber tires | 6% | $29 |
348 | Central heating boilers | 6% | $29 |
349 | Pasta | 6% | $109 |
350 | Textile processing machines | 6% | $117 |
351 | Traffic signals | 6% | $28 |
352 | Glass with edge workings | 6% | $14 |
353 | Other vegetable products | 6% | $10 |
354 | Packaged medications | 6% | $6,146 |
355 | Plant foliage | 6% | $15 |
356 | Quilted textiles | 6% | $1.5 |
357 | Tobacco processing machines | 6% | $5.4 |
358 | Wood carpentry | 6% | $188 |
359 | Frozen vegetables | 6% | $80 |
360 | Candles | 6% | $62 |
361 | Perfume plants | 6% | $29 |
362 | Processed fish | 6% | $116 |
363 | Scrap nickel | 6% | $22 |
364 | Yeast | 6% | $31 |
365 | Tool plates | 5% | $57 |
366 | Copper plating | 5% | $54 |
367 | Other paper machinery | 5% | $75 |
368 | Polyamide fabric | 5% | $16 |
369 | Other non-metal removal machinery | 5% | $14 |
370 | Large construction vehicles | 5% | $529 |
371 | Fruit juice | 5% | $189 |
372 | Other edible animal products | 5% | $1.1 |
373 | Plywood | 5% | $138 |
374 | Processed crustaceans | 5% | $148 |
375 | Unprocessed synthetic staple fibers | 5% | $36 |
376 | Confectionery sugar | 5% | $149 |
377 | Other animals | 5% | $15 |
378 | Radioactive chemicals | 5% | $324 |
379 | Metal-clad products | 5% | $2.7 |
380 | Nitrites and nitrates | 5% | $6.4 |
381 | Antiques | 4% | $36 |
382 | Coffee and tea extracts | 4% | $56 |
383 | Pianos | 4% | $4.5 |
384 | Reclaimed rubber | 4% | $4.5 |
385 | Metal finishing machines | 4% | $22 |
386 | Tapioca | 4% | $2.3 |
387 | Forging machines | 4% | $70 |
388 | Insect resins | 4% | $5.4 |
389 | Rubber tires | 4% | $760 |
390 | Photographic plates | 4% | $28 |
391 | Textile scraps | 4% | $4.5 |
392 | Other oily seeds | 4% | $16 |
393 | Processed mushrooms | 4% | $4.9 |
394 | Cranes | 4% | $66 |
395 | Tungsten ore | 3% | $1.6 |
396 | Animal extracts | 3% | $0.78 |
397 | Base metal watches | 3% | $160 |
398 | Paper pulp filter blocks | 3% | $0.65 |
399 | Felt machinery | 3% | $3.4 |
400 | Revolution counters | 3% | $49 |
401 | Curbstones | 3% | $2.7 |
402 | Other small iron pipes | 3% | $111 |
403 | Salt | 3% | $15 |
404 | Jewelry | 3% | $411 |
405 | Blank audio media | 3% | $504 |
406 | Pickled foods | 3% | $17 |
407 | Cobalt oxides and hydroxides | 3% | $0.90 |
408 | Other pure vegetable oils | 3% | $27 |
409 | Semiconductor devices | 3% | $557 |
410 | Aircraft parts for spacecraft, UAVs, and ground equipment | 2% | $384 |
411 | Iron blocks | 2% | $26 |
412 | Starches | 2% | $11 |
413 | Carded wool or animal hair fabric | 2% | $0.58 |
414 | Collector’s items | 2% | $7.3 |
415 | Utility meters | 2% | $41 |
416 | Densified wood | 2% | $0.65 |
417 | Linoleum | 2% | $0.69 |
418 | Copper pipes | 2% | $23 |
419 | Photographic paper | 2% | $0.46 |
420 | Metal lathes | 2% | $19 |
421 | Vegetable parchment | 2% | $7.5 |
422 | Coated flat-rolled iron | 2% | $102 |
423 | Spice seeds | 2% | $2.2 |
424 | Cars | 2% | $3,588 |
425 | Gas turbines | 2% | $497 |
426 | Gravel and crushed stone | 2% | $4.1 |
427 | Knotted carpets | 2% | $5.7 |
428 | Non-retail artificial staple fibers yarn | 2% | $0.32 |
429 | Synthetic reconstructed jewelry stones | 2% | $17 |
430 | Cigarette paper | 1% | $3.9 |
431 | Chlorates and perchlorates | 1% | $2.4 |
432 | Ground nut oil | 1% | $0.94 |
433 | Shaped wood | 1% | $19 |
434 | Cloves | 1% | $0.35 |
435 | Retail wool or animal hair yarn | 1% | $0.65 |
436 | Dolomite | 1% | $0.52 |
437 | Ferroalloys | 1% | $28 |
438 | Hydrochloric acid | 1% | $0.77 |
439 | Combed wool or animal hair fabric | 1% | $0.59 |
440 | Leather further prepared after tanning or crusting of animals (other than ovine) | 1% | $0.30 |
441 | Wood charcoal | 1% | $1.1 |
442 | Aquatic invertebrates, other than crustaceans and mollusks | 0.9% | $0.50 |
443 | Non-retail combed wool yarn | 0.9% | $0.42 |
444 | Other large iron pipes | 0.9% | $6.8 |
445 | Baked goods | 0.8% | $88 |
446 | Coin | 0.8% | $22 |
447 | Leather of other animals | 0.8% | $2.7 |
448 | Nutmeg, mace and cardamons | 0.8% | $0.37 |
449 | Other firearms | 0.8% | $5.4 |
450 | Perfumes | 0.8% | $45 |
451 | Preserved vegetables | 0.8% | $0.38 |
452 | Watch movements | 0.8% | $0.24 |
453 | Tissue | 0.7% | $4.1 |
454 | Aluminum wire | 0.6% | $5.7 |
455 | Cinnamon | 0.6% | $0.96 |
456 | Raw iron bars | 0.6% | $5.0 |
457 | Vaccines, blood, antisera, toxins and cultures | 0.6% | $618 |
458 | Hard liquor | 0.5% | $59 |
459 | Jams | 0.5% | $3.2 |
460 | Sawn wood | 0.5% | $38 |
461 | Stranded aluminum wire | 0.5% | $2.0 |
462 | Vehicle bodies for the motor vehicles | 0.5% | $3.8 |
463 | Biodiesel and mixtures thereof | 0.4% | $6.9 |
464 | Coconut and other vegetable fibers | 0.4% | $0.19 |
465 | Live fish | 0.4% | $0.34 |
466 | Natural cork articles | 0.4% | $0.66 |
467 | Chocolate | 0.3% | $15 |
468 | Frozen fruits and nuts | 0.3% | $3.8 |
469 | Hat forms | 0.3% | $0.14 |
470 | Metalworking transfer machines | 0.3% | $3.9 |
471 | Particle board | 0.3% | $7.3 |
472 | Pitch coke | 0.3% | $0.27 |
473 | Tractors | 0.3% | $48 |
474 | Zinc oxide and peroxide | 0.3% | $0.94 |
475 | Citrus | 0.2% | $3.2 |
476 | Coffee | 0.2% | $22 |
477 | Crustaceans | 0.2% | $13 |
478 | Cut flowers | 0.2% | $3.8 |
479 | Gypsum | 0.2% | $0.40 |
480 | Halogens | 0.2% | $0.67 |
481 | Linseed | 0.2% | $0.25 |
482 | Motor vehicle chassis fitted with engine | 0.2% | $0.39 |
483 | Other fermented beverages | 0.2% | $0.70 |
484 | Other vegetables | 0.2% | $11 |
485 | Precious stones | 0.2% | $4.7 |
486 | Processed cereals | 0.2% | $0.95 |
487 | Raw lead | 0.2% | $1.5 |
488 | Seed oils | 0.2% | $0.49 |
489 | Semi-finished iron | 0.2% | $5.6 |
490 | Stainless steel ingots | 0.2% | $1.1 |
491 | Uncoated paper | 0.2% | $3.7 |
492 | Wheat flours | 0.2% | $0.61 |
493 | Wheat gluten | 0.2% | $0.67 |
494 | Aircraft launch gear | 0.1% | $0.48 |
495 | Bananas | 0.1% | $1.7 |
496 | Beer | 0.1% | $3.9 |
497 | Cereal flours | 0.1% | $0.42 |
498 | Chromium ore | 0.1% | |
499 | Cocoa powder | 0.1% | $0.23 |
500 | Nitrogenous fertilizers | 0.1% | $2.3 |
501 | Other vegetable residues | 0.1% | $1.1 |
502 | Precious metal watches | 0.1% | $2.2 |
503 | Raw sugar | 0.1% | $2.5 |
504 | Raw zinc | 0.1% | $2.0 |
505 | Sulphur | 0.1% | $0.48 |
506 | Tropical fruits | 0.1% | $4.2 |
507 | Unglazed ceramics | 0.1% | $1.2 |
508 | Water | 0.1% | $0.67 |
509 | Ammonia | ||
510 | Asphalt mixtures | ||
511 | Borax | ||
512 | Bovine | ||
513 | Bovine, sheep, and goat fat | ||
514 | Bulbs and roots | ||
515 | Butter | ||
516 | Calcium phosphates | ||
517 | Casein | ||
518 | Cement | $0.52 | |
519 | Cocoa beans | ||
520 | Cocoa butter | ||
521 | Cocoa paste | ||
522 | Coconut oil | $0.52 | |
523 | Coconuts, brazil nuts, and cashews | ||
524 | Cucumbers | ||
525 | Delivery trucks | $12 | |
526 | Diamonds | $0.93 | |
527 | Electricity | ||
528 | Grapes | $0.20 | |
529 | Handguns | ||
530 | Honey | ||
531 | Horses | ||
532 | Hot-rolled iron bars | $0.25 | |
533 | Iron reductions | ||
534 | Legumes | $0.13 | |
535 | Manganese ore | ||
536 | Melons | ||
537 | Molasses | ||
538 | Newsprint | ||
539 | Non-fillet fresh fish | $0.92 | |
540 | Oats | ||
541 | Olive oil | ||
542 | Other animal fats | ||
543 | Other fruits | $2.9 | |
544 | Other precious metal products | $2.9 | |
545 | Palm oil | ||
546 | Peat | ||
547 | Phosphatic fertilizers | ||
548 | Pig iron | ||
549 | Pigs | ||
550 | Planes, helicopters, and/or spacecraft | $0.14 | |
551 | Platinum | $0.32 | |
552 | Potassic fertilizers | $0.28 | |
553 | Pure olive oil | ||
554 | Rapeseed oil | $0.56 | |
555 | Raw aluminum | $2.7 | |
556 | Raw nickel | $0.48 | |
557 | Raw tin | $0.11 | |
558 | Refined copper | $2.3 | |
559 | Rolled tobacco | $0.49 | |
560 | Rubber | $0.40 | |
561 | Rye | ||
562 | Self-propelled rail transport | ||
563 | Semi chemical woodpulp | ||
564 | Sheep and goat meat | ||
565 | Silver | $0.48 | |
566 | Steel bars | ||
567 | Steel ingots | $0.16 | |
568 | Sulfite chemical woodpulp | ||
569 | Sulfuric acid | ||
570 | Titanium ore | ||
571 | Tomatoes | ||
572 | Uranium and thorium ore | ||
573 | Vanilla | ||
574 | Vermouth | ||
575 | Wine | $0.12 | |
576 | Zinc powder |
About the data
We analyzed U.S. International Trade Commission data on goods imported for consumption in 2024. We used product descriptions from the Observatory of Economic Complexity to label the goods, and edited these descriptions lightly.
For the lists of major imports and exports, and the full searchable list, we grouped goods using the first four digits of their code in the Harmonized Tariff Schedule, which lists categories of products. For more specific lists of goods within these categories, we looked at the first six digits of the product code.
We excluded goods that are widely produced in the U.S., using export data to remove goods where the U.S. exports at least 50 percent of what it imports by value. (We did not do this for the critical minerals or imports by quantity data.)
Business
AI is changing shopping. Will consumers buy in?

Carolyn Bennett remembers flipping through a yellow telephone book in the 1980s to find carpet stores and workers who refinished wood to help renovate her home.
Today, the 67-year-old uses a chatbot to help her shop. Bennett has turned to ChatGPT, which she refers to as “Chat,” to find vendors for a kitchen renovation project, compare heat pumps and weigh in on whether she should buy a convection oven.
The San Francisco resident could have browsed websites on Google, but she prefers using ChatGPT to save time.
“Any product that has multiple features that you want to compare across different products, I think it’s super helpful,” she said.
The rising popularity of artificial intelligence-powered chatbots that can generate text and images is already changing the way people brainstorm ideas, write and research. Tech companies and payment services are also betting that AI will transform how people shop. They’re even experimenting with AI agents that can place orders on a customer’s behalf with their permission.
Google, Amazon and other major tech platforms envision a future where online shopping becomes even more personalized and proactive. But companies will also have to convince consumers to buy into the idea, ensuring them that they’re protecting their privacy and providing accurate results.
AI chatbots have spewed out incorrect or nonsensical information before. And shoppers might be reluctant to give control to AI agents, especially when it comes to handing them their credit card, some retail experts said.
“There’s a lot of concern about the reliability of these kinds of tools,” said Rachel Wolff, a retail and ecommerce analyst at eMarketer. “So you might not want to trust these agents fully to make decisions on your behalf.”
For now, AI shopping experiences are growing. Last month, OpenAI said it’s experimenting with new shopping features, including a way to see images and prices of several products along with links for people to buy the items.
Perplexity, which introduced a new feature last year that allows subscribers to buy items through its chatbot, also teamed up with Visa to help improve its shopping experience in the future.
“Visa knows a lot about its customers, and if customers opt in, there can be that anonymized data sharing, so that the recommendations you get in Perplexity are in line with your kind of purchase and transaction history so you can get better quality answers,” said Dmitry Shevelenko, Perplexity’s chief business officer.
(The Los Angeles Times partners with Perplexity to generate summaries of ideas expressed in opinion pieces.)
These efforts are still early, but AI companies are also trying to differentiate themselves from rivals such as Amazon and Google that also have chatbots and AI shopping features. Both Perplexity and OpenAI note the products shown within their chatbots are not ads. The chatbots cite websites that review and rate mattresses, coffee makers and other products.
Google also is stepping up its AI shopping features as it competes with OpenAI. Last week, the search giant said in the coming months people will be able to use AI mode, a tool where people can ask questions and get answers like they would to a chatbot, to find and compare products. The tool is powered by Google’s AI model Gemini.
Vidhya Srinivasan, who leads the Ads and Commerce teams at Google, said Monday in a press briefing before Google’s annual I/O developers conference that the company displays search results in AI mode based on what’s most relevant to questions people are asking.
Some of the results also highlighted reviews from websites, but Google has more than 50 billion product listings and that information gets refreshed.
“We’re doing even more personalization in this mode, where we get to personalize based on brands and styles,” Srinivasan said.
The Mountain View-based company is exploring and experimenting with ads in their AI shopping experiences. Google unveiled other AI shopping tools, including a way to try out clothes virtually and buy products when the price falls.
Visa executives say they envision a future in which AI agents will book plane tickets, hotel rooms and other services and products on behalf of the customer with their approval.
Rajat Taneja, president of technology for Visa, said that people will be able to set limits around what an AI agent could purchase like when someone hands over their credit card to a friend, family member or assistant, to help them shop.
The San Francisco-based payment company, partnering with such AI companies as OpenAI, Perplexity and Anthropic, unveiled a new initiative in late April to enable AI agents to shop and buy products for people but that work is still being tested.
Product recommendations, he said, will only get more personalized in the future.
“They’re going to be different ways in which this will manifest itself, much like the analogy of the internet has evolved in so many different ways,” Taneja said. “The most important thing is we are all unique, in our likes, in our dislikes, in what we gravitate towards and what we buy.”
Consumers are already using generative AI for shopping, research shows. Adobe Analytics, which surveyed 5,000 U.S. consumers, said that 39% reported using generative AI for online shopping and 53% planned to do so this year. Shoppers used generative AI for research, product recommendations, deals and other shopping tasks, according to the survey.
Capgemini Research Institute, which surveyed 12,000 adult consumers across 12 countries, found that 24% of consumers used generative AI in shopping experiences. The use was higher among Gen Z and millennials compared to Gen X and boomers. But the survey also found that consumer satisfaction with generative AI also fell.
Elliot Padfield, a 21-year-old growth marketing consultant in San Francisco, uses AI for other tasks but he says the shopping experience has fallen short. As a result, he doesn’t always trust a chatbot’s recommendations.
When he tried out shopping on Perplexity for the first time, his order never arrived but he was able to get a refund.
And while chatbots can provide a comparison of four types of wireless headphones, for example, he wants more information about how the recommendations fit his needs and priorities.
“I still have to guide the AI through supporting me in the way that I need it to,” he said. “I actually find it easier at that point to then just go to the retailer.”
From going to the mall to shopping on websites or through social media, retail experts see generative AI as just another option for consumers.
Retailers will have to learn how to navigate chatbots that might not recommend their products. But AI could also level the playing field for small businesses, experts say, if the results aren’t based on optimizing for a search engine or buying a ton of ads.
Caroline Reppert, director of AI and Technology Policy at the National Retail Federation, said she thinks generative AI is here to stay. Ultimately retailers will meet consumers where they are, she said.
“The trend is kind of still emerging and we’ll see if it ends up being an enduring one,” Reppert said.
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