Show shipping cost before checkout
Show the shipping cost or its governing rule near the buy box so shoppers can estimate total cost before committing.
Baymard's 2026 survey asked 1,083 US adults who had shopped online in the prior three months why they had abandoned an online purchase in that period. Forty percent selected that extra costs were too high, and 12% selected that they could not calculate the total cost up front. Respondents could select more than one reason. "Just browsing / not ready to buy" was another response option in the same question, not a group removed from these percentages.[1]
The product page is already part of that cost decision. In separate product-page usability research published in 2017, Baymard observed that 64% of tested users looked for shipping costs before deciding whether to add a product to the cart.[2]
The rest of this lesson is available once the Atlas is unlocked.