That's how human psychology works, and it's not always logical: we're willing to pay up to a certain percentage for delivery, when it becomes 50% or 100% of the

That's how human psychology works, and it's not always logical: we're willing to pay up to a certain percentage for delivery, when it becomes 50% or 100% of the price of the product the consumer would rather give up. In a similar ways there was a study a few years ago that showed that people would be fine driving a longer distance to save $10 on something that's usually worth $30, but they won't bother to save the same $10 on something that's worth several hundreds.