Free Shipping

Report: 96% Say Free Shipping Affects Purchase Decision

In What's New, Industry News by Lauren Parker, Accessories Magazine

Free Shipping


Blame Amazon Prime.

Consumers as a whole are getting more demanding with what they will pay for shipping (pretty much zero) and when they want the item (pretty much now). This is trickling down to all retailers.

According to a report in eMarketer, a recent survey by AlixPartners showed that 96% of US internet users said free shipping affects their purchase decisions.

What might be more surprising is that the window that shoppers will wait for a package with free delivery to arrive has shrunk In 2012, a consumer would wait 5.5 days; in 2018, it is 4.1 days. And Amazon Prime members are even more demanding (3.8 days).

Does Same-Day Pay?

Same-day and drone delivery might make good news stories but it’s not catching on in a major way at retail, notes eMarketer. Only 4.1% of online orders included same-day delivery, in 2017, up from 2.7% in 2016, according to AlixPartners.

Another way for retailers to get items to a consumer the same day without absorbing the cost of shipping is to offer Buy Online, Pick Up In-Store (BOPUS). According to the International Data Corporation, 58% of retailers in North America offer BOPUS as of 2017. Interestingly, younger consumers are more apt to pop into a store to collect their merchandise to avoid shipping costs.

Another benefit of offering pick up in store is that it gets the consumer into the door for possible impulse add-ons, plus exposure to items that are only sold in store.

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