Research finds consumers more willing to pay higher prices for shipping


Research finds consumers more willing to pay higher prices for shipping

For years consumers were used to free delivery, but rising costs are increasingly forcing online stores to charge for shipping.

Although high shipping costs are the reason why the majority of online shoppers (61 per cent) may abandon their shopping cart, at the same time their willingness to pay is growing. New research by Sendcloud among 1,000 UK consumers found that the highest cost customers say they are willing to pay for an order of £50 has increased by 80p to £5.10 from £4.30 last year.

Consumers increasingly pay for shipping

Two-thirds (65 per cent) of consumers expect shipping costs to increase this year due to inflation. How much consumers are willing to pay for delivery depends on the order value of their order – and comes in at £4.70 for a £15 order and £6.80 for a £150 order.

“Consumers have long been spoiled with free shipping, despite this being a roadblock for many online retailers. When a free shipping option exists, many consumers would quickly choose this over the paid for shipping option,” said Rob van den Heuvel, CEO and co-founder at Sendcloud.

“We now see a clear shift in consumer behaviour. Consumers are quite willing to contribute to shipping costs, although the price can be a dealbreaker. Giants like H&M are therefore increasingly charging shipping costs for small orders, and our expectation is that many online retailers will follow their example.”

Free shipping is popular, but consumers are increasingly conscious 

While the willingness to pay for shipping is growing, free shipping remains as popular as ever. As many as 70 per cent of UK shoppers are willing to add an extra product in exchange for free shipping. Moreover, free wins over speed: the research shows 77 per of consumers prefer free over fast delivery while just 23 per cent prefer fast over free delivery.

While ‘free’ remains a buzzword when it comes to shipping, consumers are becoming increasingly aware of the ecological consequences of delivery. 40 per cent of consumers believe unsustainable delivery should be more expensive. Findings also demonstrated that the majority (76 per cent) of consumers feel shipping costs should be cheaper if a consumer is willing to wait longer.

The eCommerce Delivery Compass was conducted by Nielsen among 9,004 participants from nine countries (Netherlands, Belgium, France, Germany, Austria, Italy, Spain, the United Kingdom and the United States).

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