Price is right

Consumers are increasingly placing a premium on free shipping, new research shows.

Free shipping trumps all.

Online shoppers are more likely to buy from a business that offers free deliveries or to delay their purchase because they expect another merchant to offer free shipping, according to new research by Canada Post.

Seventy percent of consumers would shop more often with merchants that offer free shipping, the study found.

Free shipping has driven online sales and boosted competition among retailers in recent years, contributing to major growth in the shipping sector.

The study is based on a survey of more than 4,000 online shoppers.