Alex LawsonFree shipping remains one of the most powerful motivators in eCommerce, yet most brands still treat it as a banner or a pop-up rather than a behaviour-shaping lever.
New research from Baymard Institute (2025) reinforces just how influential it really is:
-52% of shoppers will pause checkout to add more items to qualify for free shipping.
-Only 23% will proceed without it, meaning the majority are willing to change their behaviour if the incentive is clear.
For brands, this is a huge signal: free shipping messaging is not just a perk, it's a conversion and AOV strategy.
At Checkout Components, we see this play out daily across hundreds of Shopify Plus brands. When free shipping thresholds are communicated clearly at checkout, and paired with the right upsells, merchants consistently see increased order value and more confident buyers.
Let’s break down what the data means and how to turn it into immediate upside.
Baymard asked shoppers how they respond when they’re close to qualifying for free shipping.
The results?
52% Look for More Items to Add to Their Cart
Shoppers don’t just want free shipping, they will actively hunt for a way to get it.
This is a behaviour tailor-made for contextual upsells at checkout.
29% Would Either Complete the Purchase Anyway or it “Depends”
Meaning you still get the conversion, but you may leave incremental revenue on the table if they aren’t prompted toward a relevant add-on.
Only 8% Abandon Completely
Free shipping isn’t always a dealbreaker, but not highlighting it clearly can absolutely impact your AOV.
Here’s how you turn Baymard’s findings into measurable upside inside the checkout.
Most brands surface threshold messages upstream, but fail to continue the story at the moment of purchase.
At checkout, shoppers are most motivated to act.
They’re seconds from converting, and a gentle “You’re $14 away from free shipping” paired with a relevant add-on can lift AOV instantly.
Checkout Components lets you:
-Show dynamic free-shipping progress based on the customer’s cart
-Surface only the products that help them qualify
-Localise the message by region, market, or language
This turns a passive incentive into an active driver of revenue.
Baymard’s data proves shoppers will look for something to add.
Your job is to make that addition effortless and aligned with their basket.
With Checkout Components, brands commonly use:
If the shopper is $18 away from free shipping, show them a $20 high-fit product, not a $180 coat.
Baymard recommends reinforcing the offer at every stage, but especially during checkout, where the final decision is made.
Using Checkout Components, you can maintain:
It’s not just clarity. It’s conversion psychology.
Across apparel, beauty, lifestyle, and wellness brands, we see consistent patterns:
Free shipping messaging + relevant upsells = performance that compounds.
Free shipping thresholds aren’t new, but how you leverage them can be the difference between flat AOV and a consistently growing one.
The takeaway from Baymard’s research is simple:
Shoppers are already motivated to spend more. Your checkout simply needs to help them do it.
Checkout Components gives brands the tools to turn this natural behaviour into measurable revenue, without custom development or engineering delays.
If you want to:
Checkout Components can help you implement this in minutes, not weeks.
Want a walkthrough or examples from brands similar to yours? Let’s chat. Book a call Here.
Pay nothing until Jan 01 2026
Trial period extended. New customers pay nothing until Jan 01 2026.
Claim offer