If this past holiday’s trend is any indication, consumers love free shipping. But to what extent do shipping costs actually factor into a consumer’s decision to purchase online? A fair amount, according to the most recent Compete Online Shopper survey.
A main finding of the study is that shipping costs not only weigh heavily on consumers’ decision to purchase products online, but it also impacts consumer satisfaction. E-commerce is all about convenience and price; additional shipping costs contradict both of these features. For small purchases, an extra $5 shipping charge could amount to a 20%-50% premium, which is bound to leave a sour taste in any consumer’s mouth. But while charging for shipping is seen as a negative, there is an upside to this standard practice—free shipping can win you big points with consumers.
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Friday, January 29, 2010
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