Free Shipping Statistics

Last updated: June 3, 2025

Highlights. Online consumers are two (2) times more likely to value free shipping over fast shipping.

  • 93% of consumers shop to qualify for free shipping; buying additional items is the most common strategy.
  • While 80% of American shoppers expect free shipping above a certain order threshold, 66% expect free shipping on all orders.
  • 70% of consumers have abandoned their online shopping cart due to shipping and/or delivery options.
  • 82% of shoppers are more likely to complete a purchase if delivery is free.

Grouped Bar Graph: Consumers' Expected Free Shipping Threshold: 8.8% expect less than $5, 8.4% expect $5-$10, 15.8% expect $15-$20, 25.8% expect $20-$30, 26.8% expect $30-$50, 11.6% expect $50-$75, and 2.8% expect $75 or higher according to Statista'

Free Shipping Consumer Statistics

Free shipping is more important to consumers than product availability or brand trust.

  • 62% of consumers report they would not consider purchasing from an online retailer that does not offer free shipping.
  • 47% of online shoppers will spend up to a minimum amount to qualify for free shipping.
  • 42% of consumers will join a retailer loyalty program to qualify for free shipping; 30% will wait for a promotional offer. 
  • 81% of consumers value free shipping as a top priority when shopping online. 
  • 36% of consumers have abandoned an order because of shipping costs.
  • 75% of online shoppers took advantage of free shipping in the past six months, while only 50% paid for shipping. 
  • 84% of consumers predict that free shipping will become more important in online shopping.

Pie Chart: Most Important eCommerce Delivery Features (top choices by share of online shoppers) including Cost of Delivery (33%) and Speed of Delivery (23%) according to Statista

Free vs. Fast Shipping Statistics 

Around half of consumers are unwilling to pay for shipping regardless of delivery speed. 

  • 46% of online shoppers have chosen a longer shipping option to save money. 
  • 95% of online consumers prefer free shipping with a standard delivery time compared to paid expedited delivery. 
  • Over 80% of online shoppers will still purchase an item with a 4- to 7-day delivery time if shipping is free. 
  • 55% of consumers living in rural areas are willing to wait seven days or longer for delivery if shipping is free. 
  • Only 5% of online shoppers prioritize the fastest delivery option regardless of price. 

Free Shipping Policy Statistics

Approximately 3-in-4 retailers offer free shipping under some or all conditions.

  • 20.4% of retailers offer free shipping on all orders.
  • 45.1% of retailers offer free shipping beyond a certain payment threshold.
  • The average free shipping threshold in 2023 was $64, up 23.1% from 2019. 
  • 77.2% of the Top 1000 retailers offer free shipping in some capacity.
  • 14.5% of retailers have a requirement to qualify for free shipping, such as a loyalty program membership.
  • 5.6% of retailers offer free shipping beyond a payment threshold along with one or more additional requirement(s).

Free Return Shipping Statistics

While 76% of consumers prioritize free shipping, 30% prioritize free returns.

  • 45% of consumers are more likely to make an online purchase if return shipping is free.
  • 41% of online shoppers will only purchase from retailers that offer free returns.
  • 39% of cross-border e-commerce consumers only purchase from retailers that offer free return shipping.

These data and insights were compiled by the Capital One Shopping team based on publicly available data.

Sources

  1. Digital Commerce 360, News & Analysis
  2. Ryder, How to set your free shipping threshold
  3. Statista, E-Commerce
  4. Shippo, The State of Shipping Report
  5. Business Insider, Free shipping as we knew it is over
  6. Clearco, The Importance of Free Shipping in Ecommerce
  7. FedEx, Ecommerce insights and trends
  8. DHL, Delivery & Returns Report
  9. McKinsey & Company, What do US consumers want from e-commerce deliveries?