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BizReport : Ecommerce archives : June 09, 2015

77% of online shoppers say free shipping most important option during checkout

New insights from a recent study by UPS and comScore reveal free shipping is important to more than three-quarters of online shoppers as is a convenient returns option.

by Helen Leggatt

Earlier this week we highlighted a survey from the MetaPack Group that revealed the importance of the returns process to customer retention and the overall customer experience. Many (58%) of those surveyed by MetaPack were disappointed that returns were usually not free of charge.

The same expectation of free is apparent for online product shipping. Of the 5,118 U.S. consumers surveyed for the UPS/comScore study, 77% said that "free shipping remains the most important option during checkout". In fact, 60% of shoppers said they had placed additional items in their shopping cart specifically to qualify for free shipping.

Another popular channel identified by the 'UPS Pulse of the Online Shopper Study' (infographic), was ship-to-store. Almost half (48%) of those surveyed had used this option of which 45% had made an additional purchase while in the store picking up their online purchase. Similarly, while 39% of shoppers prefer to ship a return back to an online store, 61% prefer to return an online purchase to a physical store, of which 70% go on to make an additional in-store purchase.

"The future of retail is driven by increasingly sophisticated and savvy shoppers who research at home and in a store, but more are turning to mobile as capabilities improve for online product display and promotion," said Alan Gershenhorn, EVP and Chief Commercial Officer at UPS. "They also want more flexibility and alternate delivery options."

Tags: delivery solutions, ecommerce, online shopping, returns

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