Free delivery thresholds psychology
The basket bump has a fulfilment bill
Why thresholds work
Customers mentally account for delivery as a separate fee. A threshold turns “add one more item” into a perceived win — even when the item is low margin.
The dark store cost
Every extra line is another pick touch. On same-day hours, a threshold spike can swamp a zone. Model margin on incremental items before you move the bar.
Dynamic beats static
Adjust thresholds by zone, capacity, or customer segment when you can — not one national number inherited from a fashion playbook.