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Customers, however, prefer to either see the shipping cost included in the price or not pay for shipping at all.

The report also said that this option gives a clear advantage over competitors.

Strangely enough, it doesn t matter whether the free shipping results in an overall higher order price.

According to David Bell of the Wharton School of Business, a free shipping offer that saves someone $6.99 is more appealing to many consumers than a discount that reduces the purchase price by $10.

Make the signup process less painful

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