Free Shipping: Shopper Psychology

A study done on online shopping behaviour showed that 70 percent of the shoppers abandon their shopping basket, leaving the app/website. The main reason for this behaviour is the unexpected costs, especially the shipping fee, which many buyers see as a sunk cost.**

Free shipping, something expected by many customers during online purchasing, works even if the cost is added to the product, due to a psychological trait of shoppers, who are made to feel as if they have got something extra.