In the world of e-commerce, there's a common "dogma" everyone repeats: "Offer free shipping to boost your sales."

However, by analyzing real statistics on IG60, we've discovered a truth that goes against all conventional advice:

Stores that display shipping fees sell on average 6 times more than those offering free shipping.

Why does what seems like a "gift" to the customer become a barrier to purchase? It's a matter of psychology, trust, and perceived value.

1. The Anchoring Effect: Why 43 TND is More Powerful Than 50 TND

Imagine two stores selling the same item:

• Store A: 50 TND, free shipping.

• Store B: 43 TND + 7 TND shipping.

Mathematically, the total cost is the same: 50 TND. But in the customer's mind, the process is completely different.

The first number the customer sees is the Anchor. At 43 TND, the customer perceives a "good deal." Once they've clicked and filled in their information, they've already made a mental purchase decision. When the 7 TND shipping appears at the end, it's accepted as a necessary logistical formality.

Conversely, at 50 TND upfront, the product might seem "too expensive" compared to competitors, and the customer doesn't even click.

2. The "Marketing Trap" Syndrome

Today's customer is sophisticated. They know nothing is truly free.

When a seller advertises "Free Shipping," the modern consumer immediately suspects a trap. They think: "If shipping is 0 TND, then the product price has been inflated to hide the costs."

This feeling of being "manipulated" creates psychological resistance. By separating prices (43 TND + 7 TND), you play the card of transparency. You show the real value of the product on one side, and the cost of the delivery service on the other. Transparency builds trust, and trust builds sales.

3. Free Shipping = Low-Quality Product?

It's a fascinating psychological bias: we often link price to quality. If you sell a "luxury" or high-quality item for 100 TND with free shipping, it might seem less premium than an item for 93 TND + 7 TND shipping.

Why? Because in the second case, the customer feels like they are paying for professional logistics. Free shipping is often associated with "mass market" or low-value products. For a premium product, the customer accepts (and expects) to pay for a secure transport service.

4. The "Threshold" Strategy: Making Free Shipping a Reward

If shipping fees help sales, should you eliminate free shipping altogether? No. You should use it as a lever to increase your average order value.

Instead of offering it by default, use it as a reward:

"Free shipping on orders over 100 TND."

This is where the magic happens. A customer with a 70 TND cart will actively look for an additional small item to reach 100 TND and "earn" free shipping. You no longer lose money on transport; you gain additional revenue.

Conclusion: The Numbers Don't Lie

Intuition tells us to "give more" to sell more. IG60 data tells us the opposite: Be transparent.

In Tunisia, where Cash on Delivery (COD) is king, customers respect the structure: Product Price + Courier Price. By adhering to this logic, you avoid the "marketing trap" and anchor your prices lower than the competition.

3 actions to test on your store starting tomorrow:

1. Decouple your prices: Lower the visible price of your flagship products and clearly display shipping fees. Tip: use the bulk update tool on IG60 to adjust your entire catalog in 3 clicks.

2. Analyze your conversion rate: Don't guess, measure. Observe if switching from a "Round Price" (Free Shipping) to an "Anchor Price + Fees" increases your conversion rate in your IG60 reports.

3. Set a shipping threshold: Offer free shipping only for orders that exceed your current average cart value by 30%. To do this, you can configure Promotions or create Promotional Packs to encourage customers to add that famous "little extra item."

Ready to test the power of transparency? Head to your IG60 dashboard to adjust your shipping rates and boost your profitability.