Since the day the Internet was born, "free" has become synonymous with just about everything online. Free content. Free newsletters. Free ebooks.This "culture of free" was expanded at some point to include free shipping offered by many online etailers, as a promotional device to generate sales. Free shipping has become so pervasive that consumers seek it out as part of their decision-making process.Failure to address this issue could result in consumers abandoning their shopping carts (section #2) more frequently, as high S&amp;H costs is the major reason for abandonment. This is particularly true when S&amp;H costs are more than 25% of the selling price of the product.Consider altering the offer, changing the price and other tactics in order to remove some or all of your S&amp;H costs.You can download the entire ebook at any time at: http://DD111.acquirgy.netIrv Brechner has written over 100 published direct marketing articles and 13 books on a variety of topics. He's been a pioneer in online customer acquisition since 1996 and offline for his 35-year career. He has developed Acquirgy.com's "Customer Acquisition Intel Center" (acquirgy.com/intel ) he evangelizes best-of-breed tactics to help companies acquire customers in the digital age. He can be reached at: email@example.com .Read all Irv's MediaBizBloggers commentaries at Customer Acquisition Intel.Check us out on Facebook at MediaBizBloggers.comFollow our Twitter updates @MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggers.com management or associated bloggers. MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries.