Free shipping as its own cart line item: about +$635K a month
Commentary byLiftArchiveOur analysis, not theirsTuckernuck listed shipping as its own line under the cart subtotal, priced "Free", and the change was estimated to add about $635K in revenue a month.
Domaine ran this test for the women's fashion brand Tuckernuck and built it in Visually, which published it as a case study.
The monthly figure is an estimate, and sample size and significance were not shared.
- Revenue: about +$635K estimated monthly uplift.
- The figure is a projection, not measured revenue, and no conversion rate change was shared.
- Sample size, test length and confidence were not reported.
The change
A 'Shipping: Free' line is added under the cart subtotal.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The cart offered free US shipping, but it was easy to miss in the cart.
Variant
Shipping was shown as a separate line under the subtotal, with the price listed as "Free".
Why it likely won
Our reading of the result, not the practitioner's claim.
- Unknown shipping costs are a common reason shoppers leave the cart. A visible "Free" line answers that question early.
- Showing it as a line item, like a receipt, makes it feel like a concrete saving.
- The perk already existed; the test only made it visible.
Caveats: The monthly uplift is an estimate. Vendor-reported in a Visually case study; sample size, test length and significance were not shared.
Who ran it
Domaine ran this test for Tuckernuck and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Domaine →
How to run this test on your store
- Hypothesis
- If we show shipping as its own cart line priced "Free", then more shoppers will check out because they can see there is no hidden cost.
- Primary metric
- Checkout completion rate
- Guardrails
- Revenue per visitor
- Average order value
- Cart abandonment rate
- Who should test it
- Stores that already offer free shipping in the cart but don't make it obvious. If shipping is only free above a threshold, a progress bar may suit better.
Questions
Should I show free shipping in the cart?
Yes, if you offer it. Shoppers worry about surprise costs, and Tuckernuck's visible free shipping line was estimated to add about $635K a month.
Is a line item better than a banner for free shipping?
A line item sits right in the order total, where shoppers check the cost.
That makes it hard to miss, but test both on your own store.
What if shipping is only free above a minimum order?
Show how far the shopper is from the threshold, often with a progress bar, and switch to a "Free" line once they qualify.
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