Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Working Knowledge
Business Research for Business Leaders
  • Browse All Articles
  • Popular Articles
  • Cold Call Podcast
  • Managing the Future of Work Podcast
  • About Us
  • Book
  • Leadership
  • Marketing
  • Finance
  • Management
  • Entrepreneurship
  • All Topics...
  • Topics
    • COVID-19
    • Entrepreneurship
    • Finance
    • Gender
    • Globalization
    • Leadership
    • Management
    • Negotiation
    • Social Enterprise
    • Strategy
  • Sections
    • Book
    • Podcasts
    • HBS Case
    • In Practice
    • Lessons from the Classroom
    • Op-Ed
    • Research & Ideas
    • Research Event
    • Sharpening Your Skills
    • What Do You Think?
    • Working Paper Summaries
  • Browse All
    Shipping Fees and Product Assortment in Online Retail
    16 Oct 2018Working Paper Summaries

    Shipping Fees and Product Assortment in Online Retail

    by Chaoqun Chen and Donald Ngwe
    This study highlights a strong link between an online retailer’s product assortment decisions and shipping policies in determining purchase outcomes and profits. Consumers are less sensitive to shipping fees than to product prices, but free shipping for orders above the minimum is a strong motivator for increasing average basket sizes.
    LinkedIn
    Email

    Author Abstract

    Shipping fees are an important aspect of online retail for both consumers and sellers. A common fee structure is contingent free shipping, in which consumers are granted free shipping for basket sizes above a minimum value and are charged a flat fee for orders below this threshold. We seek to characterize how contingent free shipping influences purchase outcomes in a multi-category shopping environment. We build a demand model in which consumers choose how to allocate their spending over different product categories to maximize their direct utility under contingent free shipping. We estimate model parameters using transaction data from a pure online fashion retailer. We find that, relative to offering free shipping, offering contingent free shipping increases basket sizes by encouraging consumers to meet the minimum order threshold. Consumers incur search costs to meet this threshold exactly; sellers may benefit from maintaining high search costs to encourage overshooting. Moreover, we find that contingent free shipping shifts demand to more popular products and that the effects of category-level price changes on profits depends on the active shipping policy. Our findings demonstrate the importance of jointly determining product assortment attributes and shipping fee policies.

    Paper Information

    • Full Working Paper Text
    • Working Paper Publication Date: September 2018
    • HBS Working Paper Number: HBS Working Paper #19-034
    • Faculty Unit(s): Marketing
      Trending
        • 14 Mar 2023
        • In Practice

        What Does the Failure of Silicon Valley Bank Say About the State of Finance?

        • 16 Mar 2023
        • Research & Ideas

        Why Business Travel Still Matters in a Zoom World

        • 13 Mar 2023
        • Op-Ed

        How Leaders Should Leave

        • 07 Mar 2023
        • HBS Case

        ChatGPT: Did Big Tech Set Up the World for an AI Bias Disaster?

        • 25 Jan 2022
        • Research & Ideas

        More Proof That Money Can Buy Happiness (or a Life with Less Stress)

    Find Related Articles
    • Price
    • Product Marketing
    • Consumer Behavior
    • Marketing Strategy
    • Retail

    Sign up for our weekly newsletter

    Interested in improving your business? Learn about fresh research and ideas from Harvard Business School faculty.
    This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
    ǁ
    Campus Map
    Harvard Business School Working Knowledge
    Baker Library | Bloomberg Center
    Soldiers Field
    Boston, MA 02163
    Email: Editor-in-Chief
    →Map & Directions
    →More Contact Information
    • Make a Gift
    • Site Map
    • Jobs
    • Harvard University
    • Trademarks
    • Policies
    • Accessibility
    • Digital Accessibility
    Copyright © President & Fellows of Harvard College