In 2014, the word, Free Shipping, was everywhere in the online shopping malls in Japan, including Rakuten Ichiba and Amazon Japan. There were many free shipping-related articles. A grocery online shop called EVERY MART started offering free shipping. Also, many online shops were offering free shipping campaign in the period from one week to one month. For instance, SEIYU.com reduced the minimum purchase amount for free shipping to JPY1,980 (about US$16) for a limited period, their monthly sales doubled. While there are many online shops started offering free shipping, one of the largest apparel online shopping mall, ZOZO Town, started charging JPY350 for the purchases below JPY2,999 (about US$25) from Oct 2014. We wonder how their sales changed due to this. After Amazon Japan started offering “free shipping”, it became norm for consumers in Japan. “Free shipping” might be the key to success in selling online in Japan.