US Consumer Shopping Behavior Report: 66% of Consumers Value Free Shipping Most

According to the latest report from PYMNTS, 66% of American consumers value free delivery the most when choosing an online store, followed by a simple checkout process, with about 50% of consumers saying this has an important impact on their purchasing decisions.

In addition, being able to track delivery, providing fast delivery services, and convenient return and refund procedures are also factors that consumers often pay attention to, accounting for 46%. Fewer consumers pay attention to the ease of use of the website (40%) and the choice of payment methods (34%).

The report shows that discounts are also a key factor among price-sensitive consumers. During the 2024 holiday shopping season, the deep discounts offered by sellers attracted a large number of price-sensitive consumers, especially for products such as TVs, home appliances and sporting goods, which hit new highs. Data shows that for every 1% drop in price, consumer demand increases by 1.03%, which directly drives an additional $225 million in online spending, further proving the strong appeal of discounts to price-sensitive consumers.

Not only that, free shipping is not only a popular feature of online shopping, but it is also a preferred option among consumers of all generations. 33% of Generation Z and Generation X, 28% of Baby Boomers, Seniors and Millennials all said that they are more likely to choose a store that offers free shipping.

48% of consumers said they choose online marketplaces because they offer more attractive shopping features, compared to 27% for sellers and 25% for brands. Consumers who have shopped online in the past 30 days said they choose online shopping because of better prices (18%), free shipping options (13%) and a wider range of product selection (12%).

Overall, it is crucial for sellers to enhance the shopping features that consumers value, so that they can become consumers’ first choice and enhance customer stickiness.

Author✎ Summer/
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