E-commerce: eBay CMO Advises Heavy Focus on Consumer First, Technology Second

3. There must be more than free shipping. It’s a given that when shopping online, Briggs said, consumers look for a trade-off from shipping vs. from taking products home from stores. “Free shipping is important,” he said, “because it’s a trade-off. But there has to be more than free shipping. We need to tap into the passion people have about innovation and products.”