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The Impact of “Free Delivery” for Website Purchases: Why You Should Consider it for Your Online Business

Vlad Niculescu
Vlad Niculescu

CEO @ Flowpoint

11 February 2024

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The Impact of “Free Delivery” for Website Purchases: Why You Should Consider it for Your Online Business

The rise of eCommerce has created new opportunities for businesses and consumers alike. As online shopping becomes the norm, shoppers are increasingly looking for added value when making their purchasing decisions. One aspect that can greatly influence their choice is the cost of delivery. In this article, we'll explore the impact of offering "free delivery" for website purchases, why you should consider it for your online business, and the strategies you can employ to make it work for you. We'll also discuss some real-world examples and statistics to back up our findings.

The Impact of Free Delivery: Here Are the Numbers

Several studies and surveys have shown that free shipping significantly influences the buying decisions of online shoppers. According to a 2019 NRF study, 75% of US consumers expect delivery to be free, even on orders under $50. Moreover, a study by the Baymard Institute found that the number one reason for cart abandonment is extra costs, such as shipping fees.

This is why many eCommerce giants like Amazon and Zalando have turned to offering free shipping for their customers. In doing so, they've seen an increase in sales and customer loyalty, which in turn has boosted their profits.

How to Make Free Shipping Work for Your Business

While offering free delivery can undoubtedly lead to higher conversion rates and customer satisfaction, it's important to consider the costs associated with this strategy. Here are some ways you can implement free shipping in a cost-effective manner:

  1. Set a minimum order value: By requiring customers to spend a certain amount before they qualify for free shipping, you can increase the average order value while still providing the benefit of free delivery.

  2. Offer it during promotional periods or for specific products: Utilize free shipping as an incentive during promotional events, such as the holiday season, or for specific products where you have higher profit margins.

  3. Factor shipping costs into product prices: Adjust your product pricing to absorb the cost of shipping and avoid surprises for your customers at the checkout.

  4. Optimize your shipping process and partnerships: Streamline your shipping operations and negotiate better rates with providers to minimize costs.

Real-World Examples of Successful Free Shipping Strategies

Online fashion retailer ASOS offers free delivery for orders over a certain threshold, encouraging customers to add more items to their cart and increasing their average order value. This strategy has resulted in significant growth in sales and customer retention. Another example is Amazon, which offers free shipping with its Amazon Prime membership. This subscription-based model encourages customer loyalty and repeat purchases, contributing to Amazon's continued success.

Leveraging Data to Make Free Shipping Work for You

In order to successfully implement free shipping in your eCommerce business, it's crucial to analyze your website data and user behavior patterns. Tools like Flowpoint.ai provide valuable insights into user preferences, helping you optimize your shipping strategies to increase conversions and customer loyalty. By making data-driven decisions, you can maximize the impact of free delivery and thrive in the competitive eCommerce market.

In conclusion, offering free shipping for website purchases is an effective strategy to boost sales and customer satisfaction, particularly in an increasingly competitive eCommerce landscape. By carefully approaching the implementation of this strategy and leveraging data for ongoing optimization, you can turn free delivery into a competitive advantage for your online business.


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