ShipBae's 2026 Holiday Report Finds 93% of Consumers Have Abandoned Their Shopping Carts Without Free Shipping

The Shipping Perspective ties brand trust to the customer shipping experience; reveals three in ten consumers would stop buying from a retailer after just one delivery failure

FULLERTON, Calif., Nov. 10, 2026 — ShipBae, an AI-powered shipping platform for eCommerce merchants, brands, and logistics providers, today released the holiday edition of The Shipping Perspective Report, a new study that examines how closely the consumer shipping experience shapes shopping behavior and affects brand loyalty ahead of the holiday shopping season.

Of the nearly 2,000 U.S. consumers surveyed, 93% said they would abandon a purchase at least some of the time when free shipping isn't available, while 96% said their shipping experience directly impacts their trust and confidence in a retail brand. Fast shipping outranks free shipping for most shoppers, but loyalty also hinges on the retail brand delivering on time and as promised.

The findings underscore how closely shipping ties to the customer relationship at a time when rising shipping costs are squeezing retailers' profit margins. For holiday shoppers, shipping factors into both their decision to buy and whether they'll shop with that brand again. From shipping fees and delivery speed to tracking and problem resolution, consumers have clear expectations that extend well beyond checkout.

The report's findings also show what's at stake after an order is placed. Miscommunication alone undermines brand credibility. Nearly nine in 10 consumers (88%) say it's a letdown when an order marked as shipped hasn't actually left the warehouse. When a package is lost, damaged, or delayed, 67% hold the retailer, not the carrier, responsible for resolving the issue, and nearly three in ten (29%) would stop buying from that seller after a single delivery failure.

Digital payment options and social channels influence what consumers are willing to pay and how comfortable they feel placing an order. Seven in 10 consumers (70%) are more open to paying for shipping when they can check out with a mobile wallet such as Apple Pay or Google Wallet. Social platforms, by contrast, don't always work in a seller's favor: 92% of shoppers claim they have less visibility into their orders on Instagram, TikTok, Whatnot, and Facebook, and 64% say that gap makes them hesitant to buy through social platforms as a result.

"There's no question higher carrier rates and holiday surcharges will eat into merchant margins this year. Recouping those costs at checkout may make sense on paper, but in practice it risks losing both the sale and the customer," said Jude Kim, co-founder and COO of ShipBae. "The priority will now be securing the most competitive rates and making smarter carrier decisions, while using free shipping thresholds, free return labels, and accurate tracking to keep shoppers coming back. Retailers that get this right will be better positioned to protect both their profit margins and preserve brand loyalty this season."

Here are some of the highlights.

The Real Cost of Shipping: Shoppers would rather add items to their cart than pay for shipping, and almost all have abandoned a purchase when no free option exists.

• 93% abandon a purchase at least some of the time when free shipping isn't available, including 22% who do so every time.
• 60% would add items to their cart to reach a free shipping minimum.
• Faced with a $35 cart and a $50 free shipping threshold, 84% would add items to qualify for free shipping.
• 74% are unwilling to pay more than $5.99 to ship a $35 holiday gift.
• High shipping fees (64%) and having to pay for shipping at all (61%) are the top shipping-related deterrents to holiday purchases, followed by higher minimums for free shipping (51%).

Mobile Wallets and Social Commerce: How consumers pay and where they shop also influence their purchase behavior and openness to shipping fees.

• 70% are more willing to pay for shipping when a mobile wallet option, such as Apple Pay or Google Wallet, is available.
• 92% feel they have less shipping visibility when buying through social platforms such as Instagram, TikTok, Whatnot, and Facebook.
• Roughly six in 10 hesitate to purchase through social platforms as a result.

Shipping Speed and Delivery Promises: Most shoppers prefer fast shipping over free shipping. Yet when retailers miss a promised delivery date, they lose customers.

• 63% prioritize fast shipping over free shipping.
• Excluding Amazon, 82% expect retailers to ship their orders within 48 hours, including 56% who expect orders to ship within 24 hours.
• 75% consider seven days or less an acceptable holiday delivery window, while 36% expect delivery within four days.
• 69% say an order arriving later than promised has a significant negative impact on their loyalty to a retail brand.
• For last-minute gifts, 64% would pay for expedited shipping, and 56% would buy from a retailer offering guaranteed delivery.
• 45% would only order from larger retailers such as Amazon, Walmart, or Target when purchasing last-minute holiday gifts.
• 72% are more forgiving of delivery delays during the holidays than during the rest of the year.
• 89% give smaller retailers, including Etsy sellers and online boutiques, extra leeway on shipping speed or cost.

Free Return Shipping: Most shoppers shy away from retailers that make them pay to send an item back.

• 88% are less likely to purchase from a retailer if they have to pay for return shipping, rising to 92% among high-income shoppers.
• 65% prefer receiving a printed return label, compared with 35% who prefer using a QR code at drop-off.

Order Tracking and Customer Communication: Accurate tracking and timely updates help build customer trust, while misleading shipping notifications can quickly undermine it.

• 88% feel let down when an "order shipped" notification means only that a shipping label has been created.
• 61% check their email first for a tracking link, and 64% want retailers to communicate delays via email.
• Real-time tracking (60%) and shipment notifications (58%) rank as the top shipping features for building loyalty.

When Deliveries Fail: Most shoppers hold the seller, not the carrier, responsible when something goes wrong. How quickly the problem gets fixed shapes their trust in the brand.

• 67% expect the retailer to resolve a shipping problem rather than the carrier.
• 95% say a quick resolution to a shipping problem increases their trust in the brand.
• 76% say a fast response matters most when resolving a delivery issue, while 59% would rather receive a replacement than wait for a refund.
• 29% would stop buying from a retailer after a single delivery failure, and another 61% would stop after two or three.
• Only 6% trust an AI chatbot to handle every shipping-related task. More than half would not rely on one to explain delays (53%), track shipments (52%), or file claims (51%).

Download a copy of The Shipping Perspective: 2026 Holiday Shopping Edition here.

Survey Methodology
The survey was conducted via SurveyMonkey September 1–2, 2026, among a national sample of 1,974 U.S. adults.

Media Contact:
Jordan King
386.688.1821
[email protected]

SOURCE ShipBae