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

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FDX FedEx is mentioned as one of the leading carriers that ShipBae partners with. The article does not provide specific sentiment towards FedEx's performance or market position. UPS UPS is mentioned as one of the leading carriers that ShipBae partners with. The article does not provide specific sentiment towards UPS's performance or market position. AMZN While not explicitly named, the article discusses consumer expectations around shipping and delivery which indirectly impacts e-commerce giants like Amazon. No direct sentiment is expressed. AAPL Apple Pay is mentioned as a digital payment option that influences consumer willingness to pay for shipping. No direct sentiment about Apple Inc. is provided.

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 /PRNewswire/ -- 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.

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

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

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

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

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.

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.

About ShipBae

ShipBae is an AI-powered shipping platform that gives eCommerce merchants, brands, and logistics providers, including warehouses and 3PLs, access to competitive shipping rates, smarter carrier decisions, and comprehensive claims support. Built on the enterprise-grade shipping infrastructure, ShipBae makes advanced shipping capabilities accessible through an easy-to-use, web-based platform.

Serving both cross-border and U.S. domestic shipping, ShipBae is supported by partnerships with USPS, UPS, FedEx, Yamato, Vietnam Post, and other leading carriers.

For more information, visit shipbae.com.

Media Contact:

Jordan King

386.688.1821

[email protected]

SOURCE ShipBae