Giant omnichannel players such as Walmart, Bed Bath & Beyond, Pier 1 Imports and Target have lowered their free-shipping thresholds to better compete with Amazon. While the big merchants are paying for this in part with a shift in promotional dollars, the move could cripple small- to medium-size merchants who hope to fend off the behemoths.Free shipping offers may not be a reality for all merchants, and that’s not just because of promotional budgets or shipping costs. Merchants need to look deep into their operations and determine ways to keep their parcel shipping costs down.
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