Which Products Are Cheaper in the USA Than in Europe?
Apple products, some American clothing brands and large-size supplements often cost less in the United States. But a US price is shown before tax, and once sales tax, customs and the traveler's reward are added, the advantage sometimes disappears entirely. Here is what is really worth it, what is not, and how to do the math.
Why US prices look so low
In the United States, the displayed price does not include sales tax, which depends on the state and the city: zero in Oregon, Delaware, Montana or New Hampshire, around 10% elsewhere. In Europe, VAT is already in the price. Comparing a US price tag with a French one means comparing a pre-tax price with a tax-included one.
Some brands also price lower in their home market, and American outlet stores slash the prices of past collections. That is where the real bargains hide.
What is often worth it, and what is not
iPhones and Apple products
The iPhone 18 Pro costs $1,199 before tax, about €1,070, against €1,479 in France: the gap survives the VAT paid at customs.
Jeans and American brands
Jeans, sportswear and American brands are often cheaper there, especially at outlets. Light, they slip easily into a suitcase.
Dietary supplements
Large sizes are cheap, but some substances or doses sold in the US are not allowed in the EU: check before asking.
Consoles, not always
The Switch 2 costs $499.99 in the US and €499.99 in Europe: once declared, it would cost more than buying it in Europe.
The full math, with an example
To know whether a purchase is worth it, add up four things: the US price, the sales tax of the state where the traveler buys, the arrival country's VAT if the item exceeds the traveler allowance (€430 by air in the EU, applied to the item's full value), and the traveler's reward.
Example in France with the Switch 2: $499.99 is about €446. Declared, with 20% VAT, it comes to about €536, before sales tax or any reward, against a French price of €499.99. The iPhone 18 Pro, by contrast, comes to about €1,285 once declared, nearly €200 less than in France.
In Latin America, the gap is on another scale
In countries where electronics are heavily taxed, the difference is much larger. In Brazil, Apple sells the iPhone 18 Pro for R$11,999, while its US price of $1,199 is about R$6,100 ($1 to about R$5.1 in October 2026).
A traveler arriving in Brazil by air has a $1,000 allowance for personal purchases and gifts; above it, a 50% tax applies to the part that exceeds it. Even so, the gap runs into thousands of reais. The same reasoning applies, to varying degrees, to other countries in the region: always compare the local price with the US price, taxes included.
How to have a product brought from the USA
On Colia, post a purchase request with the exact product, its size or version, and a link to the store if you have one. A traveler coming back from the United States proposes a deal, buys it there and hands it to you in person on arrival.
Agree in the chat on the maximum price, the invoice and the customs declaration before accepting. For a purchase, the reward never goes below 10% of the price, with a €5 minimum.
Check what you may put in a suitcase, item by item
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A product that costs less in the USA?
Post your request on Colia and find a traveler coming back from there.