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NRF study: Online shoppers want free shipping

January 17, 2019

"Buy online, pick up in store" (BOPIS) and free shipping are big consumer wants, according to a National Retail Federation report.

"Consumers want free delivery, and they're willing to meet retailers halfway to get it," said Mark Mathews, NRF vice president for Research Development and Industry Analysis, in a press release on the data. "If we can get their purchase to the store, they'll come pick it up if that's what it takes to avoid a delivery charge. And once they're in the store, they are very open to seeing what else the retailer has to offer. This is part of the growing evidence that consumers see retail as retail regardless of how they make their purchases and get them."

The report revealed 75 percent of consumers surveyed expect delivery to be free even on orders under $50, up from 68 percent a year ago and Baby Boomers demand free shipping the most.

The study noted that more than half, 65 percent, of consumer investigate shipping costs before going to the check out page and 39 percent expect two-day shipping to be free.

When it comes to BOPIS activity, 70 percent of consumers have tried it and mostly to avoid paying for shipping. Yet picking up products at the register is still the most frequent approach.

Retailers offering outdoor kiosk and car trunk delivery will be glad to here that substantial numbers of consumer are interested in those options: 63 percent would like to be able to use curbside pickup (tried so far by only 27 percent), 56 percent want merchandise delivered to the trunk of their cars (tried by 19 percent) and 50 percent want to retrieve purchases from a locker (tried by 16 percent).