What percentage of online shoppers expect free shipping? (2025 Data)

80% of American online shoppers expect free shipping when their order meets a certain threshold, while 66% expect free shipping on all orders regardless of purchase amount. Free shipping has become so ingrained in consumer expectations that 62% of shoppers will abandon a purchase entirely if free shipping isn’t offered.

These expectations have been shaped largely by Amazon Prime, with roughly 70% of American adults now subscribing to the service. Below, we break down the complete picture of free shipping expectations, cart abandonment rates, generational differences, and what it means for ecommerce businesses.

Numbers at a glance

• 80% of shoppers expect free shipping above a minimum purchase threshold
• 66% expect free shipping on all orders
• 48% of cart abandonments are due to extra costs like shipping fees
• 92% of consumers say free shipping influences their purchase decisions
• 20% higher conversion rates for businesses offering free shipping
• $64 is the average free shipping threshold in 2024
• 82% of consumers prefer free shipping over fast shipping

How free shipping impacts cart abandonment

Shipping costs remain the leading cause of cart abandonment in ecommerce. According to Baymard Institute research, the overall cart abandonment rate sits at 70.19% in 2024—and nearly half of those abandonments are directly attributed to unexpected shipping fees.

The pattern is clear: shoppers add items to their carts with the expectation of free shipping, then leave when they discover additional costs at checkout. A 2024 Statista survey found that 41% of global online shoppers abandoned carts specifically because delivery fees were too expensive, with another 30% leaving due to unexpected costs at checkout.

Baymard Institute estimates that $260 billion in lost orders is recoverable in the US and EU through better checkout flow and design—with free shipping transparency being a critical component. Their research also shows that 64% of users look for shipping cost estimates on product pages before adding items to cart, yet 43% of ecommerce sites fail to display this information.

Free shipping vs. fast shipping: What consumers actually want

When forced to choose between free shipping and fast delivery, consumers overwhelmingly choose free. According to a FedEx/Morning Consult study from October 2024, 75% of consumers prioritize free shipping over fast shipping. A Deloitte study puts this figure even higher at 88%.

This preference translates into real purchasing behavior. Research shows that 95% of online consumers prefer free shipping with standard delivery times compared to paid expedited delivery. Over 80% will still complete a purchase with a 4-7 day delivery window if shipping is free.

The Amazon Prime effect

Amazon has fundamentally reshaped consumer expectations around shipping. With roughly 70% of American adults now subscribing to Prime, free two-day delivery has become the baseline expectation rather than a premium perk.

In a March 2024 Statista survey, 48% of U.S. respondents cited free shipping as their primary reason for shopping on Amazon—outranking convenience (44%) and quick delivery (36%). Among Prime members specifically, 79% name free shipping as the program’s most important benefit.

This “Amazon Effect” has raised the bar for all retailers. Research shows that 76% of consumers now expect free two-day shipping with a minimum purchase of just $40, and 8 out of the 10 largest U.S. retailers offer this option. Even more striking: 61% expect free next-day shipping and 52% expect free same-day shipping at the same $40 threshold.

Free shipping thresholds: The expectation gap

There’s a significant disconnect between what consumers want to spend and what retailers require for free shipping. The average free shipping threshold in 2024 is $64—up 23.1% from 2019. However, consumers are only willing to pay an average of $43 to qualify.

This $21 gap creates friction in the purchase process. The good news for retailers: 80% of shoppers are willing to meet minimum purchase thresholds when offered free shipping. When thresholds are set strategically, 58% of consumers add extra items to qualify, resulting in an average 30% increase in order value.

Generational differences in free shipping expectations

Free shipping expectations vary significantly across age groups. Baby Boomers have the highest expectations—30% believe retailers should never charge for shipping, compared to just 8% of Gen Z shoppers.

Gen Z demonstrates more willingness to pay for shipping, particularly if it means faster delivery. 17% of Gen Z shoppers expect next-day delivery, and they’re more likely to pay a premium for speed. However, most Gen Z consumers still prefer free delivery when given the option.

The same pattern holds for return shipping: 52% of Baby Boomers believe retailers should never charge for returns, compared to 30% of Gen Z. Millennials fall somewhere in between, with 49% expecting free two-day delivery and 58% expecting free shipping with orders under $50.

The business case for free shipping

For ecommerce businesses, free shipping isn’t just a consumer preference—it’s a conversion driver. Companies that offer free shipping see 20% higher conversion rates than those that don’t. The impact extends beyond the initial purchase: 82% of consumers are more likely to finalize a purchase when free shipping is available.

Currently, about 42% of U.S. ecommerce transactions ship with no delivery charge, while global adoption hovers around 35-40%. Only 20.4% of retailers offer free shipping on all orders, with 45.1% using conditional thresholds. Among the Top 1000 retailers, 77.2% offer free shipping in some capacity.

The gap between consumer expectations (66% expect free shipping on all orders) and retailer offerings (20.4% provide it) represents both a challenge and an opportunity for businesses willing to absorb or offset shipping costs.

Free returns: The next frontier

Free shipping expectations have expanded to include returns. According to the National Retail Federation (NRF), 82% of consumers now say free returns are an important consideration when shopping online—up from 76% in 2024.

The stakes are high: 67% of shoppers say a negative return experience would discourage them from shopping with a retailer again, and 46% have abandoned a purchase because convenient return options weren’t available. Total returns reached $890 billion in 2024, with return rates more than doubling since 2019 (from 8.1% to 16.9%).

Frequently asked questions

What percentage of shoppers expect free shipping?

80% of American shoppers expect free shipping when their order meets a minimum threshold, while 66% expect free shipping on all orders regardless of purchase amount.

How much does shipping cost affect cart abandonment?

Shipping costs are the leading cause of cart abandonment. 48% of abandoned carts are attributed to extra costs like shipping, taxes, and fees. The overall cart abandonment rate is 70.19%.

Do consumers prefer free shipping or fast shipping?

82% of consumers prefer free shipping over expedited delivery options and will wait longer for their orders. 95% prefer free shipping with standard delivery times compared to paid expedited shipping.

What is the average free shipping threshold?

The average free shipping threshold in 2024 is $64, up 23.1% from 2019. However, consumers are only willing to pay an average of $43 to qualify for free shipping.

How does free shipping affect conversion rates?

Businesses offering free shipping have 20% higher conversion rates than those that don’t. 82% of consumers are more likely to complete a purchase when free shipping is available.

What percentage of retailers offer free shipping?

20.4% of retailers offer free shipping on all orders, while 45.1% offer conditional free shipping above a minimum threshold. 77.2% of the Top 1000 retailers offer some form of free shipping.

Which generation has the highest free shipping expectations?

Baby Boomers have the highest expectations—30% believe shipping should always be free, compared to just 8% of Gen Z shoppers. Gen Z is more willing to pay for faster delivery.

How important are free returns to online shoppers?

82% of consumers say free returns are important when shopping online. 67% would avoid shopping with a retailer again after a negative return experience.

Final thoughts

Free shipping has evolved from a competitive advantage to a baseline expectation. With 80% of consumers expecting free shipping above a threshold and 66% expecting it on all orders, businesses that don’t offer some form of free shipping risk losing nearly half their potential customers at checkout.

The data points to a clear strategy: transparent shipping information early in the purchase journey, strategic threshold-based free shipping that drives higher order values, and a strong returns policy. Retailers that align with these expectations see measurably higher conversion rates and customer satisfaction.

As Amazon continues to raise the bar and younger generations develop their shopping habits, these expectations will only intensify. The question for ecommerce businesses isn’t whether to offer free shipping, but how to do so profitably.

Sources & methodology

Statistics compiled from the following authoritative sources:

• Baymard Institute — Cart abandonment research based on 50 studies
• Statista — Consumer surveys on cart abandonment reasons (2024)
• National Retail Federation (NRF) — 2024 Consumer Returns Report
• FedEx/Morning Consult — Consumer shipping preferences (October 2024)
• Radial/Dynata — Free shipping expectations survey (August 2025)
• Capital One Shopping Research — Free shipping statistics compilation
• Auctane/ShipStation — Generational shipping expectations
• Red Stag Fulfillment — Ecommerce free shipping adoption rates