Expensive shipping causes 57% of consumers to abandon online shopping in Brazil, according to a Nuvemshop survey.

Written by Ruth Rodrigues

Published on 13/05/2026 at 13:59

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High shipping costs and delivery delays make consumers abandon online shopping, according to Nuvemshop survey.

The cost of shipping continues to be one of the main obstacles for e-commerce in Brazil. A survey released by Nuvemshop revealed that 57% of consumers abandon online purchases upon realizing that the delivery cost is higher than expected. Additionally, 35% give up due to the time it takes to receive the products.

The data is part of the “NuvemCommerce 2026” survey, which analyzed the behavior of consumers and retailers in the face of e-commerce logistical challenges. The study shows that the delivery process has started to directly influence purchase decisions.

In light of this scenario, the company announced new measures to try to reduce the impact of shipping on digital sales.

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Shipping has become a decisive factor in online shopping

According to the survey, the cost of delivery has ceased to be just a final step in the purchase and has become an important factor in sales conversion.

Nuvemshop reported that many consumers reach the payment stage but end up giving up after seeing the shipping cost or the estimated delivery time.

Among the main reasons for cart abandonment are:

Shipping considered expensive
High delivery time
Lack of logistical options
Additional costs at checkout

The company itself highlighted that major retailers already use specific strategies to reduce this impact.

Strategies to reduce the impact of shipping

In response to consumer behavior, Nuvemshop announced the so-called Free Shipping Day. The initiative aims to encourage online purchases by reducing delivery costs.

Additionally, the company opened a cross-docking center in Blumenau, Santa Catarina. This logistical model allows for faster distribution of products without the need for prolonged storage.

According to Alejandro Vázquez, president and co-founder of the company:

“Shipping has ceased to be just an operational step and has become a determining factor in the consumer’s purchase decision.”

He also stated that the investments aim to strengthen the competitiveness of partner retailers.

High shipping costs and delivery delays make consumers abandon online shopping, according to Nuvemshop research. Image: Canva.

Data shows the advance of free shipping in e-commerce

The research also revealed that free shipping has already gained significant ground within Brazilian e-commerce.

According to the numbers released by the platform:

Indicator	Result
Consumers who abandon due to high shipping costs	57%
Abandonment due to delivery time	35%
Orders with free shipping on Nuvemshop	1 in 4
Retailers using free shipping	57.8%
Large retailers using shipping as a competitive strategy	74%

The data shows that logistics has become a tool to increase sales and improve customer experience.

Platform bets on logistics integration

In addition to new actions, the company reported that it continues to invest in Nuvem Envio, a service aimed at integration with carriers.

The tool includes features such as:

Automatic tracking
Connection with different carriers
Reduction of logistics costs
Simplified delivery management

The proposal is to facilitate the process for both retailers and consumers. As e-commerce continues to grow, shipping increasingly appears as a strategic element to determine whether a sale will be completed or abandoned before the order is finalized.

Source: Mundo Logística

Expensive shipping causes 57% of consumers to abandon online shopping in Brazil, according to a Nuvemshop survey.

High shipping costs and delivery delays make consumers abandon online shopping, according to Nuvemshop survey.

Shipping has become a decisive factor in online shopping

Strategies to reduce the impact of shipping

Data shows the advance of free shipping in e-commerce

Platform bets on logistics integration

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Expensive shipping causes 57% of consumers to abandon online shopping in Brazil, according to a Nuvemshop survey.

High shipping costs and delivery delays make consumers abandon online shopping, according to Nuvemshop survey.

Shipping has become a decisive factor in online shopping

Strategies to reduce the impact of shipping

Data shows the advance of free shipping in e-commerce

Platform bets on logistics integration

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