Glossary
What is free shipping? E-commerce definition
June 4, 2026
Free shipping (free shipping, carriage free) means that the customer pays no shipping fees at checkout: the "Shipping" line displays €0. The actual cost (Colissimo, Mondial Relay, etc.) is absorbed by the merchant or integrated into the product price. A major conversion lever, it is often configured with a cart threshold ("free from €60") to preserve margin while increasing the AOV.
Summary
Free shipping definition
In e-commerce, free shipping = the customer does not see a positive shipping costs line at checkout. The transport is still invoiced by the carrier to the merchant; only the invoicing on the buyer's side changes.
Common models:
The concept is better understood by distinguishing several elements: : u20ac0 shipping on all orders (cost absorbed or product price increased); : u20ac0 from X u20ac of basket ("Free shipping over 75 u20ac"); : free metropolitan France, paid international; : bestsellers or subscriptions; : voucher "FREE0" (); : free shipping via Colissimo, Chronopost extra (); : "shipping included" display without a separate line.
Useful distinctions:
The concept is better understood by distinguishing several elements: vs : u20ac0 charged vs u20ac2.90 (strong psychological impact); vs : outbound vs return shipping (separate topics); vs : u20ac0 checkout u2260 free logistics for the store; vs : free shipping is a pricing rule; shipping remains the ops process; vs : encourage volume vs reduce article price; vs : free shipping for all customers vs loyalty members.
Why free shipping influences online sales
Shipping costs are one of the leading causes of cart abandonment. Amazon Prime and marketplaces have accustomed consumers to "free" shipping or total transparency.
Its main effects can be seen on several levels: : removes the shipping friction at checkout (); : threshold encourages adding an item to cross the line; : hero marketing argument, banner, product page; : no surprises on the last screen (); : "Free delivery this weekend" as a campaign hook; : value perception, especially if standard delivery time is acceptable; : poorly calibrated free shipping erodes profit if carts are small.
Free shipping is not always the optimal strategy: a low-margin SME might prefer a transparent flat-rate shipping fee (€4.90) rather than offering it completely free, which turns every order into a logistical loss.
Cart threshold and economic balance
Calibrating a "free starting at X €" threshold:
The process can be summarized as follows: first Measure the real average shipping cost (carrier); then Set the threshold (e.g. AOV €52 → threshold €65-75); next Check product margin: does the additional cart amount cover the shipping?; then Test cart progress bar: "Only €12 more for free shipping"; finally Compare order rates with free vs. paid shipping over 4 weeks.
Simplified mental formula: if average order margin = €25 and shipping cost = €5.80, free shipping "costs" €5.80 unless the customer adds enough margin via a threshold-linked upsell.
In practice, Shopify cosmetics store, €48 AOV, €5.50 Colissimo cost. Before: flat €4.90 shipping (almost zero shipping margin). Redesign: free from €59, otherwise €5.90. Site banner and Liquid/JS cart bar: "Free shipping from €59". Observed result: AOV rises to €61, share of orders with free shipping goes up, net margin stable because added items (miniatures) have good margins. Chronopost express option remains paid (+€12). Newsletter promo code "WELCOME" = free shipping with no threshold (acquisition, single use).
Alternative: include shipping in the product price (+€6 on the product page) and announce "shipping included everywhere in France". Simple for the customer, but price comparison with competitors becomes more difficult.
Set up free shipping on Shopify
Shopify configures free shipping in Settings > Shipping and delivery (Shopify Help Center).
In Shopify, this is reflected in several ways:: €0 rate if cart ≥ threshold (e.g., €75);: permanently free in a specific zone;: "Standard €5.90" + "Free (orders €75+)" via price conditions;: native Shopify promo code for free shipping;: free only for certain products (dedicated profile);: different thresholds per country;: cart progress bar, threshold estimator, checkout messages.
Shopify Checklist:
The process can be summarized as follows: first, Create a France zone with a conditional free rate ≥ threshold; then Keep the paid rate below the threshold (to avoid unintentional free shipping); next Display the threshold on the home page, product page, cart (); then Test checkout: €40 cart, €80 cart, promo code for free shipping; finally Shipping policy page: zone conditions, exclusion of DOM-TOM (French overseas territories); then Monitor shipping cost / order in reports or BI.
International: avoid "worldwide free shipping" if the actual cost is €15-25 per package. Free shipping for France + separate EU/international rates is financially healthier.
Points to watch to preserve margin
Points of vigilance notably include: : encouraging upsell without cannibalizing margin; : header banner, cart bar, not just checkout; : preserving a profitable express option; : average package weight, carrier rates up to date; : French overseas territories (DOM-TOM), distant international; : single-use, limited duration (acquisition); : AOV, checkout conversion, net margin.
To monitor:
Points of vigilance notably include: Total free shipping without an economic model (Revenue ↑, profit ↓); Threshold below the AOV (80% of orders free, shipping never profitable); Promising free shipping then showing €5.90 at checkout (abandonment); Forgetting that the customer still pays for the product: "free" ≠ €0 order; International free shipping at domestic rates (systemic loss); Combining -30% product + permanent free shipping (double margin erosion); No plan B if carrier increases rates (threshold never reviewed).
In brief
Key takeaways: = €0 shipping fee for the customer, cost absorbed by the merchant; Models: permanent, order value threshold, zone, promo code, free standard + paid express; Levers: conversion, AOV, marketing; risk: margin if poorly calibrated; Shopify: price-based rates, free shipping discounts, cart progress bar; Threshold > AOV, communicate early, track actual shipping costs.
Related terms, FAQ, and useful resources
Associated terms
Shipping costs: shipping rate before free shipping.
Shipping: logistics execution behind the displayed €0.
AOV: key metric to calibrate the threshold.
Express delivery: often paid even if standard is free.
Cart abandonment: shipping friction reduced by free shipping.
FAQ
Free delivery and free shipping: same thing?
Yes. Free delivery, offered shipping, and free shipping indicate that the customer does not pay transport fees at checkout (€0 on the shipping line).
What threshold to choose for free shipping?
Place the threshold 10 to 20% above your current AOV, making sure that the margin of the "add-on" items covers the average shipping cost. Adjust after one month of data.
How to activate free shipping on Shopify?
Admin > Settings > Shipping and delivery: add a rate based on the order price with an amount of €0 starting from the chosen threshold. Keep a paid rate below that.
Does free shipping reduce my margin?
Transport remains billed to the merchant. If shipping is free without a threshold or sufficient margin, the margin drops. A well-calibrated threshold or an adjusted product price can neutralize the impact.
Going further
Sources: Shopify Help Center (Free shipping rates), shipping pricing practices in DTC e-commerce.
Enzo
13 May 2026
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