Free Shipping in Online Retail -- Status Quo and Customer Expectations
"Free shipping!" or "Free shipping for orders over 20 euros!" -- statements like these appear frequently when browsing online stores. Shipping costs are a significant concern for both retailers and customers, often influencing purchase decisions.
How Important Is Free Delivery to Customers?
Many retailers underestimate the impact of shipping costs on customer purchasing behavior. Research by Bitkom reveals that 59% of respondents would like free delivery, placing this preference on equal footing with payment options and ahead of free returns and delivery speed.
Do Germany's Top 100 Online Stores Offer Free Delivery?
The parcelLab E-Commerce Shipping Study 2020 provides revealing insights:
50
Do not offer free shipping
22
Offer completely free shipping
28
Free above minimum order value
For stores that do not offer free shipping, costs range from 0.99 to 8.99 euros. The reluctance stems from financial realities: shipping costs are either absorbed through product pricing or covered by investor funding. For smaller operations especially, free shipping represents considerable expense.
3 Tips for Optimizing the Customer Experience During Shipping
1. Implement Proactive and Reliable Shipping Communications
Communication shouldn't cease after order placement. Continuing personalized contact throughout delivery builds loyalty and reduces customer service inquiries related to shipping concerns.
2. Offer Alternative Delivery Options
Providing choices regarding logistics providers, Packstations, or nearby store pickup allows customers greater control over their shopping experience.
3. Provide Relevant and Additional Content
During the waiting period, engage customers with pertinent information such as assembly instructions or product tutorials, transforming the shipping experience into something positive.
Multiple approaches exist for optimizing customer experience beyond free shipping alone, enabling retailers to deliver exceptional service regardless of shipping cost structures.
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See how parcelLab can help you turn every delivery and return into a loyalty-building moment.