Does “free shipping” have to be a money pit?

A quick comment from RetailWire about free shipping and whether it is destined to be a money-losing proposition for most retailers:

Retailers have competed over e-commerce free shipping for a number of years, so it’s hard to envision the genie being put back into the bottle. (Customer expectations are hard to unwind, after all, when they are given a benefit for free.) The trick that Amazon seems to be mastering is the trade-off between speed and cost. Even Prime members may pay extra for same-day or next-day delivery compared to truly free shipping for an item showing up in two days; the shoppers figure out the value equation that matters to them. But will competing retailers take advantage of the solution that Amazon is providing to them?

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