Walmart Rolls Out Free Shipping

Walmart just got cheaper: The retail giant today rolls out free shipping on its website with no minimum purchase, reports the New York Times. With cost-conscious consumers 55% somewhat likely to back out of a purchase if they have to pay for shipping, the move puts a ton of pressure on competing online retailers just as the holiday season ramps up. Many currently charge consumers an annual fee for unlimited free shipping, but Walmart may have set a new expectation.

“Everyone’s trying to figure out how we can serve a customer that’s trying to save every penny they can,” says a Walmart.com exec. “It’s the most competitive offer out there, and we’re pretty excited about it.” Though the offer ends Dec. 20, "I would expect to see us continue to have offerings similar to this in the future in some way, shape, or form." (More Walmart stories.)