Highlights. Online shoppers consider free shipping their number one priority when choosing between retailers.

  • 93% of consumers shop with the goal of qualifying for free shipping (more than any other goal measured).
  • While 80% of American shoppers expect free shipping above a certain order threshold, 66% expect free shipping on all orders.
  • 50% of consumers have abandoned their online shopping cart due to shipping and/or delivery options.
  • 76% of shoppers are more likely to complete a purchase if delivery is free.
  • Consumers are six (6) times more likely to value free shipping over fast shipping.

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.

  • 24% of consumers are more likely to purchase if return shipping is free.
  • 88% of online consumers value free shipping more than fast shipping.
  • 8% of consumers will not buy a product they must pay for shipping.
  • 26% of consumers have abandoned their carts because they did not meet the free shipping threshold.
  • 34% of shoppers usually won’t purchase when a retailer doesn’t offer free 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 among the top 100 clothing retailers was $58 in 2022.
  • 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.


  1. Digital Commerce 360, The Shopper Speaks
  2. Whiplash, How to Set Your Free Shipping Threshold
  3. National Retail Federation
  4. Maergo, State of Shipping Report
  5. Statista, E-Commerce