While discounts still do play a big role in online retail, the way that businesses use them is changing rapidly. com/p/C3rzZLSSLVFree Shipping is Preferred to a DiscountAccording to eCommerce statistics, free shipping is a bigger motivator for someone making a purchase than a traditional percentage discount. Beauty brands like Sephora are pairing routine skincare products together, and technology retailers are pairing earphones with new mobile devices to create bundles. Many industries have been using creative incentives for years, showing how discounts have never been just about getting money off. An example would be Cineworld, who are currently offering free regular popcorn to those who buy a movie ticket, and any drink to celebrate their anniversary.