When consumers are assuming all shipping is free then combatting the notion that FREE shipping means shipping is free has become a very large concern. When you are shipping your products to your customers, “FREE”, retailers still have to pay for that service. That cost must be covered as part of the ‘all in’ cost of doing business. The challenges for e-tailors becomes finding the right speed of service vs cost balance to satisfy their customers and stay competitive. Unreasonable customer expectations for this speed/cost balance can be disastrous. Take the cautionary tale of KOZMO.com that touted FREE one-hour delivery of videos, DVDs, books, snickers, etc. – backed by huge venture capital funding the March 1998 startup shuttered its doors in April 2001, because the cost of delivery as a percentage of total value of the delivery did not make sense. GTMS’s business intelligence will help you identify what these true costs are to ensure profitability on every product sold.