Free Shipping Statistics

Last updated: December 3, 2024

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. 
  • 45% of consumers are more likely to purchase if return shipping is free.
  • 81% of consumers value free shipping as a top priority when shopping online. 
  • 46% of online shoppers have chosen a longer shipping option to save money. 
  • 53% of consumers prioritize free return shipping.
  • 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. 
  • 94% of holiday 2021 shoppers consumers sought out retailers with free shipping; 60% looked for fast shipping.

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).

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