Free shipping is a marketing and sales tactic that is primarily geared toward consumers who shop online. By eliminating shipping costs on eligible items, online retailers incentivize customers to purchase those products. Similar tactics include offering free returns, coupons, and discount codes. Sometimes, customers who place an order online will qualify for free shipping if they meet a certain order minimum at checkout—this can help increase average order value. Other times, an online store may always offer free shipping, regardless of how much money a customer spends on their purchases—this can help improve the customer experience and increase brand loyalty.