Marketing scenario
What this scenario gives you
Higher average order value and more carts above the threshold through a message shown at the decision point.
Onsite top bar or cart-adjacent message with a dynamic amount left to free shipping.
When it is worth using
- stores with add-ons, accessories, or impulse products
- brands that prefer rewarding a larger cart over discounting every product
- carts sitting just below the free-shipping threshold
When to skip it
Do not set the threshold too far above the typical cart. If the shopper is missing half the order value, the bar feels like an ad, not help.
Implementation plan
How to set it up
Set a realistic threshold
Start with median cart value and set the threshold so the missing amount can be reached with one product or add-on.
Show the missing amount
The message should calculate the distance to the benefit, not merely say that free shipping exists.
Change state after success
After the threshold is reached, the bar should confirm success. That reinforces the decision and reduces the chance of removing an item.
Mechanic
A strong bar acts like a counter, not a banner
The bar cannot be a static slogan. If the shopper adds an item, removes a variant, or changes quantity, the message should recalculate the remaining amount immediately. Then it feels like shopping help, not another promo banner.
- The amount left to threshold should be specific.
- The success variant should state that the benefit is already active.
- For very small carts, product inspiration may work better than only showing a number.
Margin
The threshold must earn, not only lift the cart
Free shipping makes sense when the added cart value covers shipping cost and does not train shoppers into an unprofitable pattern. Test thresholds by category, season, and delivery type.
- Compare AOV and margin after shipping cost.
- Do not mix several thresholds in one message.
- For expensive products, the threshold can reinforce confidence rather than force add-ons.
Threshold example
The bar works best when the missing amount equals one add-on
If the median cart is 142 PLN, a 179 PLN threshold feels more natural than 249 PLN. A message like 37 PLN left for free shipping can lead directly to add-ons, bestsellers, or complementary products in that range.
- Show the general threshold for an empty cart, then the missing amount after add-to-cart.
- After success, switch copy to confirmation that free shipping is active.
- If the gap is more than 40-50% of cart value, show product inspiration or hide the bar instead of applying pressure.
Measurement
What to measure after launch
Evaluate the scenario by shopper behavior and cart impact, not by impressions alone. These metrics help you see whether the campaign supports revenue or only creates activity.
- AOV
- share of carts above threshold
- margin after delivery
- add-on clicks