Part of it is that there's less hidden costs. I like it when it's just "the total is $30" instead of "there's $8 shipping and a $2 service fee and then $4 in taxes and..."

I've also seen some online stores lure in a customer with a really cheap initial price and then on the last page just slam them with insane shipping and handling fees hoping that the customer either doesn't notice or feels too invested at this point to cancel their purchase.

But yes, part of it is also people are stupid when they see the word "free" as if the store wouldn't move the cost somewhere else.

I don't understand people who won't pay £5 for shipping, but will instead spend another £15 on something they don't need so they get free shipping.

All you've done is lost money.

That at least allows you to retrieve the full amount if you return the goods. Shipping costs you don't get back.

I'll admit, this works on me sometimes.

I hate that it does, but it do.