Approximately one-third (38%) of holiday shoppers say they will not shop on an e-commerce site that doesn't offer free shipping, according to a recent report from Bronto and Ipsos.

Moreover, 84% of holiday shoppers say free shipping influences their online holiday purchase decisions to some degree.

The report was based on data from a survey of 1,000 US holiday shoppers who were asked about what they want to see from retailers during the season and what makes them want to buy. A separate survey was sent to 100 major US retailers asking how they plan to entice shoppers this holiday season.

Despite the overwhelming popularity of free shipping, just 18% of the online-only merchants polled say they plan to offer it on all purchases this holiday season; 41% plan to offer free shipping on certain order values/at certain times, and 29% plan to do so as limited-time promotions.

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image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji