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Hi Wayne...
At a summary (i.e. simplistic) level:
- I would recommend that you raise the "Free Shipping Threshold" (as already suggested by others)
- below the free shipping threshold, shipping costs should reflect actual.
From a competitive perspective, as long as your adjusted part prices + shipping (free or otherwise), are lower than the competition, you should still get the business.
Obviously this would require spot checking competitor prices, but I would recommend that you only do this for your top 5% selling products.
Also, your web store is a competitive advantage as it's far better and easier to use that your competitors.
And remember, their is no right answer to this question and any changes that you do make may take months before their results are seen.
Examples:
Based on my past behavior, I'll shop total cost of big orders between Pelican and a couple of other East Coast providers.
The other providers usually have lower part prices, but their shipping charges make the cost to me higher than yours.
For smaller parts, I seem to think that your shipping prices are still lower, so again I'll order from you unless I'm in a rush due to the transit time being shorter (time from CA to MA, instead of FL to MA, etc).
Haydn
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