Should I Offer Free Shipping

Not too long ago, a well-published photographer I work with regularly reached out to me. He had been looking for ways to increase sales of his framed photo prints, which he orders through us and has drop-shipped directly to his customers. One question kept coming up for him: “Should I offer free shipping to incentivize buyers on my website?”

So what does “free shipping” really mean when you’re selling artwork or photography online? In most cases, it simply means the cost of shipping is built into the price of the product. That’s just common sense. The shipping expense doesn’t disappear; it’s absorbed elsewhere. And yet, for many buyers, seeing “free shipping” can be the final nudge that pushes them to choose one seller over another.

We see this mindset often. A customer recently emailed us with the following:

Do you think there will ever be an option for free shipping on orders above $50? Other sites offer this, and I have to admit this is my only reason for considering another site for larger orders. I recently ordered a large metal print elsewhere to save almost $20 on shipping. Are there promo codes or other promotions I should watch for?

Honestly, if I were in their position and felt confident in the quality, I’d probably make the same decision.

But here’s where things get more nuanced for artists and photographers selling their own work. Does this same pricing logic apply? And will offering free shipping actually increase “your” sales?

There are a few important things to consider before making that decision.

First, whether you charge for shipping or not, you’re still paying for it. Many online sellers focus on whether rolling shipping costs into the product price pushes them into a price range that might discourage buyers. That’s a valid concern, but it may not be the most important one.

Unless you’re competing directly in a crowded marketplace like Etsy, most buyers visiting your website aren’t shopping for the cheapest art available. They’re shopping for “your” work. They’re already invested in your style, your reputation, and your vision. In that context, free shipping isn’t always a necessity to stay competitive.

So you might assume I advised that photographer against offering free shipping.

I didn’t.

Not because it gave him a pricing advantage, but because it simplified the buying experience.

Reducing friction at checkout matters. The fewer decisions a buyer has to make, the easier the process feels. A cleaner, faster checkout leads to fewer abandoned carts and more completed purchases. This holds true whether you’re selling custom purses, framed photographs, or large metal prints.

In the end, free shipping isn’t just a pricing strategy; it’s a user experience decision. And sometimes, removing one small mental hurdle is all it takes to turn interest into a sale.