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%).
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