Free Shipping Statistics (2026): How Important Is It to Consumers?

Highlights. Most online consumers (70%) have abandoned a purchase cart due to shipping costs or options.

81% of Americans are willing to spend more to meet a free shipping threshold.
While 80% of American shoppers expect free shipping above a certain order threshold, 66% expect free shipping on all orders.
Free shipping is more important than fast shipping to 82% of shoppers.
62% of consumers won’t complete a purchase if it turns out shipping isn’t free.
Over 71% of online retailers offer free shipping in some form.

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.

93% of consumers shop to qualify for free shipping; buying additional items is the most common strategy.
Online consumers are two (2) times more likely to value free shipping over fast shipping.
74% of shoppers are more likely to complete a purchase if delivery is free.
42% of consumers will join a retailer loyalty program to qualify for free shipping; 30% will wait for a promotional offer.
30% 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.
Less than 5% of online shoppers prioritize the fastest delivery option regardless of price.

Grouped Bar Graph: Types of Free Shipping Offered by Retailers according to Digital Commerce 360

Free Shipping Retailer Statistics

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

Conversion rates increase 22% when retailers offer free shipping.
Free shipping increases the average order value (AOV) by 15% to 20%.
Free shipping can boost profits by 26%.
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.
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 requirements.

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.
22.4% of retailers offered free returns in 2024, down 1.32% from 2023.

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

Free Shipping Statistics

Free Shipping Consumer Statistics

Free vs. Fast Shipping Statistics

Free Shipping Retailer Statistics

Free Return Shipping Statistics

Sources

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