Sharing her considerations, Prakash says, “I am not as worried about increasing the threshold to $30 as the product line grows because there is enough choice of products for people to choose from. Also, because people coming to our brand understand the value of our products, I don’t suspect it will lead to too much cart abandonment. Further, in general, our average cart value is much higher than the free shipping threshold, even after the increase, so I don’t see the increase having a major impact. One thing I am figuring out is how the increased threshold will affect our subscription products.”

Prakash was curious whether other beauty brands have been deliberating over pushing up their free shipping threshold or adding shipping fees. Prompted by her curiosity, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 19 beauty entrepreneurs and executives the following questions: Do you offer free shipping and/or have you made any changes to what you do for shipping such as the threshold at which a customer can get free shipping? What’s the reasoning behind your shipping fees or lack thereof?