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Study: Shipping crucial to e-commerce success

A poor shipping experience can prove costly to online retailers.

According to “Shipping, Delivered: Best Practices & Expectations for 2019,” a study of nearly 3,000 digital consumers and 800 online retailers from e-commerce platform BigCommerce, 77% of consumer respondents have abandoned an online purchase due to unsatisfactory shipping options, while 58% have actually stopped shopping with particular retailers altogether as a result of a negative shipping experience.

In the past 12 months, 84% of consumer respondents have made a purchase from an online retailer specifically because it offered free shipping, and half of respondents said that they avoid shopping with retailers that do not offer delivery at no cost. In addition, 84% of consumers have added items to their cart in order to receive free shipping.

Sixty percent of consumer respondents already recycle packaging from an online shipment often or almost always, and nearly one-third of consumers would be open to driving to a physical store to pick up an online shipment rather than have it delivered directly to their house. Roughly the same percentage of consumers (29%) have no interest in making any changes to the shipping process to help offset its carbon footprint on the environment.

Looking at retailer responses, 68% of surveyed retailers felt that Amazon’s shipping practices put unfair pressure on independent retailers. Eighty percent handle their own product fulfillment rather than relying on a third-party logistics provider (3PL). Forty-seven percent of retailer respondents were unaware of their online cart abandonment rate, nor the percentage of cart abandonment caused by shipping options.

Additionally, the survey found that only 13% of retailers offer free shipping on all purchases, while a larger percentage (39%) give consumers free shipping on purchases over a designated dollar amount.
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