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We turned off a client's free shipping threshold and just made shipping free on everything.
AOV dropped which was expected but revenue dropped too, which wasn't.
So I tried it on another store to be sure, surprise surprise, same thing lol.
But the funny part is what happened to order frequency.
Without a threshold, people bought less per order, but they didn't buy more often to make up for it so they just spent less overall.
My read is that the threshold was doing something beyond nudging cart size.
It gave people a reason to browse a second time before checking out, and that extra pass through the store is where a lot of the discovery was happening.
Take it away and people grab the one thing they came for and leave.
What worked better was keeping the threshold but making the progress toward it obvious in the cart, with an actual suggestion of what to add rather than just a number to hit.
So free shipping on everything sounds like the generous move, and customers probably say they'd prefer it.
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