Understand Your Buyer > How To Convert > The Free Delivery Effect

What is it?

Offering free delivery, rather then itemising a charge for it, makes ordering a more attractive proposition for buyers who feel like they are being looked after.

Why does it work?

It works because very few people want to pay for something that’s often offered for free. The market (retail in particular) is embracing a customer centric and low friction approach and, as such, delivery charges only serve to stand in the way of progress.

How can you use it?

If you have a product based business, can you offer free delivery by simply absorbing the cost elsewhere?

Hypothetical Example:

An online candle store sells a luxury candle for £25, with an additional £4.99 delivery fee. Many potential buyers abandon their cart at checkout because the extra delivery cost feels like an unexpected “penalty.”

To improve conversions, the store raises the price of the candle to £29.99 and promotes “Free UK Delivery on All Orders.”

The total cost for the buyer is almost the same, but now the purchase feels simpler, more customer-friendly, and like better value. The business sees a 20% increase in completed orders because buyers don’t feel “nickel-and-dimed.”

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