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Free tool · one rule · PDP-004

Do shoppers see shipping before checkout?

Free check. A real browser opens one of your product pages and tells you whether a shopper can find a shipping cost, a free-shipping threshold or a delivery estimate before they reach checkout.

3 to 10 minutes · no sign-up · we add one product to a cart and stop at the first checkout step · nothing is ordered
What the walk reads · then what we recommendPDP-004
your-store.com/products/…
Linen throw · oat$64.00Shipping calculated at checkoutAdd to cartShipping & returns▾✕ no shipping information
Linen throw · oat$64.00+ $5.90 shipping · free over $80Arrives Thu 17 to Mon 21 Sep to your areaAdd to cart✓ cost and estimate shown
The product page, as a real browser renders it3 to 10 min
1

A real browser walks your store

Signed out, like a first-time shopper: it finds a product, adds it to the cart and opens checkout. The same walk our full audit makes, with the same care: nothing is ever ordered or paid.

2

It reads the product page for shipping

Shipping details declared in the page's structured data, or words that give a shopper something concrete: free shipping, ships within, arrives by, a delivery estimate or a shipping calculator.

3

Pass, partial or fail

Concrete shipping information passes. A page that only mentions shipping or delivery, with no cost or estimate, is a partial. Silence fails. A digital product has no shipping, and is marked as passing for that reason.

What we check: rule PDP-004 in three parts

Full rule page ›

The rule requires that a shopper can discover shipping costs or delivery times from the product page, before committing to checkout. The verdict comes from the same detector the full audit runs.

RuleWhat we checkPasses when
PDP-004 · aShipping in the structured dataShipping details declared in the product's schema.org offer. Machines read this; it also counts as a pass on its own.✓ pass offers.shippingDetails is declared.
PDP-004 · bSomething concrete on the pageA phrase that answers the shopper's question: free shipping, ships within, arrives by, estimated delivery, a shipping calculator.✓ pass a concrete shipping cue is on the page.
PDP-004 · cAt least a mentionThe words shipping or delivery with nothing concrete beside them. Better than silence, but the shopper still has to go to checkout to find out.✓ pass only counts as a partial on its own.

Best practices any store should adopt

Each point comes with the reason it matters and the research it rests on. Most of it is one line in the product template.

1
Show the shipping cost or threshold beside the price

Unexpected extra costs at checkout are the most common reason shoppers abandon a purchase. Answering the question on the product page removes the surprise.

EvidenceExtra costs such as shipping are the top cited reason for checkout abandonment. · Baymard Institute, cart abandonment research
2
Give a delivery estimate, not just a cost

Shoppers decide on when as well as how much. A date range beside the price answers both.

EvidenceDelivery date expectations shape purchase decisions on product pages. · Baymard Institute, product page UX
3
State free-shipping thresholds plainly

Free shipping over a set amount is a reason to add a second item. It only works if the shopper sees it before the cart.

EvidenceVisible thresholds are a common lever on average order value. · Baymard Institute, shipping information
4
Declare shipping in the structured data too

The text serves people; offers.shippingDetails serves search and AI shopping agents, which quote a landed price from it.

Evidenceschema.org OfferShippingDetails is how shipping reaches machine readers. · schema.org · Google Search Central
How common is this? · September 2026
34.5%
of 383 audited stores show shipping on the product page · 43.6% fail outright · 21.9% partial
PDP-004Shipping cost or estimate discoverable from PDP
All statistics →
Pass rate per rule · audited stores% pass cleanly
CHK-001Guest checkout offered as first-class option (no account wall)54%
n=226 · 19.5% fail outright · 26.5% partial
PDP-A02Price and availability present in DOM as text (not JS/image only)85.6%
n=395 · 4.3% fail outright · 10.1% partial
PDP-A01Complete Product schema.org: price, availability, GTIN/SKU, rating, shipping details5.1%
n=451 · 74.3% fail outright · 20.6% partial

Three stores that get it right

All 28 passing stores ›
Leatherman: the screen this rule was judged on, captured 2026-09-20
Audited 2026-09-20
Leathermanshopify65

passes this rule · PDP-004

Ooni: the screen this rule was judged on, captured 2026-09-20
Audited 2026-09-20
Oonishopify64

passes this rule · PDP-004

Bx: the screen this rule was judged on, captured 2026-09-14
Audited 2026-09-14
Bxmagento46

passes this rule · PDP-004

Related articles

Resources ›
Audit findings · 17 min readShipping Cost on the Product Page: How PDP-004 Is Scored

PDP-004 is one of the most-failed critical rules in our audits: here is exactly what a passing product page shows, where it shows it, and how to make the data readable by AI shopping agents.

Read →
Audit findings · 12 min readPDP-005: Show a Delivery Date Estimate on the Product Page

A delivery date estimate on the product page is a high-impact, decision-stage check, and most stores we audit still show a shipping speed or nothing at all.

Read →
Audit findings · 10 min readWhy Shoppers Abandon Checkout When Delivery Dates Aren't Shown

Missing delivery dates create a second, separate abandonment trigger that's distinct from shipping cost shock, and most checkouts never address it.

Read →
My shipping depends on the address. What counts?

A threshold, a starting price, a delivery range or a shipping calculator on the product page all count. Only saying nothing at all fails.

Which product page do you check?

The one our walk finds and can add to a cart, the same way the full audit chooses. The result shows the page it used.

Is this the same as the full audit?

It is one of its 115 rules, from the same walk. The full audit runs all of them and is free for the score.

Free · no card · about 2 minutes

This is one rule. The full audit runs 115.

Product page, cart and checkout, scored for human shoppers and for AI shopping agents, with a revenue band on every failing issue.