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:

• US Marketplace Ecommerce 2025 (EMARKETER subscription required)
• Path to Purchase 2025 (EMARKETER subscription required)

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.