The True Cost of Free Delivery

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Over the past two decades, online retailers have competed fiercely to attract customers, and one of their most powerful tools has been free delivery. Surveys show that many shoppers their purchases when a shipping fee appears at the final stage of payment. As a result, companies have increasingly chosen to ( 1 ). Some raise the prices of their products slightly to cover the cost, while others simply accept lower profits in the hope that satisfied customers will return. However, free delivery has consequences that are less visible. Because customers do not pay for shipping directly, many order items one at a time rather than combining their purchases. They also return products more often, knowing that it will cost them nothing. This more trucks on the roads and more packaging waste. In fact, a study of deliveries in one European city found that ( 2 ). The researchers concluded that the convenience enjoyed by shoppers is partly paid for by the environment. Some companies are now trying to change customer behavior. One large retailer offers small discounts to customers who choose slower delivery, which allows it to combine several orders into a single trip. Others have begun charging a small fee for returns. ( 3 ), these measures have been unpopular with some shoppers, who see them as a step backward. Nevertheless, supporters argue that making the true cost of delivery visible is the only way to create a more system.

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( 2 ) に入れるのに最も適切なものはどれか。

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