Free shipping isn’t really free, but it’s still one of the most powerful tools online retailers have to win customers.
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According to the 2025 E-Commerce Trends Report: Business Edit from DHL eCommerce, 96% of retailers say their logistics offering directly impacts sales, and 86% believe “free” delivery and returns improve performance.
For most, that promise is carefully managed. The report found that 42% of retailers build shipping costs directly into product prices, 25% charge at checkout, and 20% offer a mix of free and paid delivery based on order value. Another 14% now offer annual or monthly delivery subscriptions that bundle faster or unlimited shipping.
Retailers are also spreading their risk and improving speed by working with multiple partners. 43% partner with three or more logistics providers for delivery and returns, and among large businesses, that number jumps to 57%. Nearly 9 in 10 retailers regularly review their delivery options, and 80% say switching providers is easy if service slips.
“Free delivery and returns continue to be a tactic retailers use to get shoppers to click ‘buy now,’” the report notes. “In the competitive e-commerce market, your logistics offering can be the reason a shopper completes their purchase or clicks away.”
To meet rising expectations, many are offering faster and more flexible options. 65% provide tracked domestic delivery, and 52% offer tracked next-day delivery. Returns are also getting easier: 55% of retailers’ customers drop off items at parcel shops, and 52% use parcel lockers.
“It’s not just about trends; it’s about transformation and the heartbeat of local and global e-commerce,” DHL CEO Pablo Ciano wrote in the report’s introduction. “Businesses are scaling faster, selling smarter, and prioritizing sustainability like never before.”
