# Free shipping as its own cart line item: about +$635K a month

- Outcome: Won
- Page type: Cart (Ecommerce)
- Elements: Shipping & delivery messaging
- Test run by: [Domaine](https://liftarchive.com/practitioners/domaine/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/tuckernuck
- Page: https://liftarchive.com/test/tuckernuck-cart-free-shipping-line-item/

Tuckernuck 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.

## Result

**about +$635K a month**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Guardrail: 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.

---

Credit: Domaine ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/tuckernuck-cart-free-shipping-line-item/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.