The goal of any retailer should be to provide a good customer experience, so each customer keeps coming back again and again. In the world of e-commerce, the top factors in delivering a good customer experience all revolve around shipping, according to recent surveys from Avionos and project44, cited by eMarketer.
https://www.fool.com/investing/2019/09/01/the-most-important-thing-in-online-retail.aspx