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EMARKETER

Nearly half of shoppers expect free shipping on every order

Article by Arielle Feger  |  Nov 14, 2025
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Nearly half of shoppers expect free shipping on every order
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Topics
Retail Ecommerce Sales
Consumer Attitudes on Marketing
Consumer Behavior
United States
Expectations Around Ecommerce Shipping Among US Adults, Aug 2025 (% of respondents)
E-Mail ChartDownload

Key stat: While 45% of US adults expect free shipping on any order, 16% of those consumers will not make a purchase if they have to pay for shipping, revealed August 2025 data from Radial and Dynata.

Beyond the chart:

  • 55% of digital shoppers worldwide consider free shipping one of the most important factors online, according to January Ipsos data sponsored by Temu.
  • 42% of shoppers worldwide chose to shop in-store versus online to avoid shipping costs and wait times, found a February survey from Criteo in partnership with Harvard PR and Vitreous World.

Use this chart: Consider setting your free shipping threshold at $25–$50 to align with where most consumers draw the line. Marketers can also use this data to consider free shipping as a key callout in marketing, and test loyalty perks that reduce or waive shipping fees.

Related EMARKETER reports:

Methodology: Data is from the September 2025 Radial "Peak Season Consumer Survey" conducted by Dynata. 1,000 US adults ages 18+ were surveyed online during August 2025.

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