Free Shipping, Sustainability Driving Online Shopping Behavior

Free shipping and sustainability remain strong incentives for Americans shopping online, even as brick-and-mortar stores reopen, said Ware2Go Thursday. Some 79% of Americans increased their online shopping due to the pandemic, and 89% plan to do as much or more of their shopping online in the future, said the UPS company. Eight in 10 said they're more likely to make a purchase online if the brand offers free shipping. Though curbside pickup spiked during the pandemic, 54% in the May survey of 1,000 respondents said they chose that fulfillment option only out of immediate necessity; 40% used it if shipping was too expensive. Twice as many respondents prefer one- to two-day shipping over curbside pickup. Nearly 90% of shoppers said sustainability is an important consideration for buying decisions, including recycled packaging (47%), eco-friendly shipping protocols (41%), green brands (30%), promoting conversations about sustainability on social media (30%) and partnerships with green organizations (27%).