Data Snapshot

Free Shipping And Easy Returns Position Retailers To Win US Customers’ Business

September 18th, 2023
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
Nicole Murgia, Senior Researcher
Nicole Murgia Senior Researcher
With contributors:
Fiona Swerdlow , Taylor Hansen , Nicole Lesperance

Three-quarters of US online adults say free shipping is one of the most influential factors that determine which retailer they purchase from online, per Forrester’s Retail Benchmark Recontact Survey, 2023. Other influential factors include free, no-hassle returns (45%) and seeing the final price (46%). Retailers should review their cart pages and test ways to show these factors clearly, especially the total final price. If you don’t already offer services such as free shipping and returns, review the numbers, processes, and staffing involved — and highlight available (and likely more cost-effective) alternatives like in-store pickup and returns.

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