Data Snapshot

Three In Four US Consumers Consider Free Shipping Influential In Their Purchase Decision

January 11th, 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

Three-quarters of US online adults consider free shipping influential in determining which retailer they purchase from online, per Forrester’s Retail Benchmark Recontact Survey, 2022. Other influential factors include free, no-hassle returns (45%) and the final price (44%). 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 involved — and highlight available alternatives like in-store pickup and returns. This data snapshot shows the most influential factors that US online adults consider when determining which retailer to purchase from online.

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