How Mamaearth used personalized, cart-value-aware free-shipping thresholds to lift average order value 8.4% across four markets โ without touching margin.
Run rigorous A/B tests and personalize every visit on Shopify or any storefront โ no engineers required.
Mamaearth partnered with CustomFit.ai, a no-code A/B testing and website personalization platform, to answer a question every D2C brand wrestles with: can a free-shipping threshold do more than sit as a flat, one-size-fits-all banner? Instead of showing every shopper the same "Free shipping over โนX" message, Mamaearth used personalization to tailor the threshold and the nudge to each cart and each market.
The result was a measurable lift in average order value (AOV) โ 8.4% with no margin hit โ and a meaningful jump in cart completion, achieved on the same traffic and the same shipping economics.
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Mamaearth is one of India's best-known D2C brands in the beauty and baby-care category, built on a toxin-free, made-safe positioning. Operating across multiple markets and a wide catalogue, even small percentage shifts in AOV and cart completion translate into significant revenue. Mamaearth wanted to improve order economics without resorting to blanket discounting that would erode margin.
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A static free-shipping bar treats a shopper who is โน50 away from the threshold the same as one who is โน600 away โ and treats every market the same despite different basket sizes and shipping costs. Mamaearth's hypothesis: a dynamic threshold and nudge, personalized by cart value and geography, would push shoppers to add one more item far more effectively than a flat banner.
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Using CustomFit.ai's no-code rules, Mamaearth set up cart-value- and geo-aware shipping messaging:
Because everything ran through CustomFit.ai's visual editor and targeting rules, Mamaearth's growth team shipped and iterated the experiment without engineering involvement.
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Tested against the default banner on the same traffic:
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By replacing a one-size-fits-all free-shipping banner with personalized, cart-value- and geo-aware thresholds, Mamaearth turned a passive shipping line into an active AOV lever โ lifting average order value 8.4% and cart completion 22% across four markets, with no impact on margin. It's a clear example of how small, well-targeted personalization decisions compound into real revenue when they're easy enough for a marketing team to ship on their own.
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