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How Important Are Free and Expedited Shipping to Shoppers?

by Ayaz Nanji  |  
July 20, 2017

Most consumers say free shipping is the most important option an e-commerce site should provide during checkout, according to recent research from UPS.

The report was based on data from a survey conducted in 2017 among 5,000 online shoppers in the United States.

Nearly three-quarters (74%) of consumers say free shipping is one of the most important options/features that should be provided when checking out online; displaying clear shipping costs early ranks second (53% of consumers cite it as important).

Although still very important, the value of of free shipping has declined somewhat over time: In 2014 some 81% of consumers ranked it as one of the most important checkout options.

Some 94% of consumers say they have taken an action on an e-commerce site to qualify for free shipping.

The most common actions taken to qualify for free shipping are adding additional items to a cart (48% of consumers have done so), selecting the slowest transit time (44%), and searching online for a free shipping promo code (41%).

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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

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