While customer loyalty has become tantamount in the expansive online marketplace, retailers cannot afford to simply hedge their bets on such heady influences. The truth is, it will take an extensive level of business and market research to reveal whether or not their customers will prefer free or fast shipping when shopping with your business. With that said, the decisions that are made should be done so while focusing on what’s best for the brand as a whole. Small businesses in particular can do so by gaining a thorough understanding of their customers, the factors driving the purchasing decisions and what they expect from the brand or shopping experience overall. In the interest of maintaining all of your current customers, be sure to reference the resource coupled alongside this post for more information on the free vs. fast debate in order fulfillment.