E-commerce shipping: policies that convert in 2026

56% of e-commerce buyers decide whether to complete the purchase based on shipping policy. Clarity, price and times are often more important than the product price itself. Here's how to structure policies that convert.

The "free shipping" threshold rule

Magic number: free shipping threshold should be 20-30% above average cart value. Example: if AOV is €50, set threshold at €60-65. Effect: 65% of users add products to clear the threshold. Average cart value lift: +22%.

Delivery times: state them, don't whisper

"Delivery 3-5 days" on product page = +14% conversion rate vs no info. Hidden times = abandonment at checkout when user discovers them.

• Italy standard: 2-4 working days → great
• Europe standard: 4-7 days → acceptable
• Express available: critical for gifts, emergencies

Holiday transparency

Critical periods (Black Friday, Christmas, August): auto-update times on product pages. A customer who receives late leaves a negative review. A customer who sees "Delivery by Dec 24 if you order by Dec 19" trusts you.

Simple return policy

"Free returns within 30 days" + clear 3-step procedure = +9% conversion rate. Complicated returns scare people. For sensitive categories (clothing, shoes), easy returns is a prerequisite.

Active tracking from day 1

Every shipment needs a clickable tracking number from the customer account + automatic email. "Where's my order?" requests drop 70% if tracking is visible and working.

Full management of policy, tracking and automations is included in the Commerce package.

Want to apply this to your SME?

If you'd like a concrete analysis of your situation, request the free audit from Gamerbit. In 48 hours we tell you exactly where you're losing leads, time or budget — no sales pitch.

For a complete system, the 2026 no-brainer offers are the most direct starting point.