“What should my free shipping threshold be?” almost always turns into a second question: “…compared to what?” A threshold only makes sense next to a benchmark — what stores like yours typically see, and where they set the bar. Here is that context for 2026, by industry.
A caveat worth stating up front: benchmarks vary a lot by source, store size, and region, so treat everything below as a ballpark to orient from, not a target to copy. The number that matters is the one calculated from your average order value.
How to read these numbers
Two rules underpin the whole table:
- Average order value (AOV) is your total revenue divided by your number of orders. It is the anchor for everything.
- A free shipping threshold works best set 15 to 25 percent above your AOV — high enough that a typical shopper adds an item to qualify, low enough that they bother trying.
So the suggested threshold column below is simply each industry’s typical AOV plus that 15 to 25 percent margin, rounded to clean numbers.
Free shipping threshold benchmarks by industry (2026)
| Industry | Typical AOV | Suggested threshold |
|---|---|---|
| Beauty & skincare | $60–$70 | $70–$85 |
| Pet supplies | $55–$70 | $65–$85 |
| Fitness & wellness | $70–$100 | $80–$125 |
| Fashion & apparel | $90–$150 | $105–$185 |
| Home & garden | $100–$150 | $115–$185 |
| Jewelry & luxury | $200–$365 | $230–$455 |
The spread is the point. A pet supply store and a jewelry store setting the same threshold would both be wrong — one far too high, the other leaving money on the table. Category is the single biggest factor in where your threshold should land.
Region matters too
The same product sells at a different basket size depending on where your customers are. In 2026, average order values run highest in EMEA (around $193), with the Americas near $158 and APAC closer to $125. If most of your orders ship to the UK and Europe, your threshold can sit higher than a US-heavy store in the same category. If you sell into India and Southeast Asia, expect a lower anchor — and price your threshold in your customers’ currency, not just dollars.
Turn the benchmark into your number
A range gets you oriented. Your actual number comes from your own AOV, your niche, and your shipping costs. Enter them and get a specific, benchmark-backed threshold in a few seconds:
Find your free shipping threshold →
Already have a threshold and want to know if it still fits? Check it against your current AOV: