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.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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