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You could try bundling like or complimentary products together so that the purchaser only incurs one delivery fee or, better yet, try to engineer bundles whereby you can offer free delivery. How about a subscription type service where you deliver a pre-determined quantity of certain products each month to ensure that your customers never run out? Mad dashes to Officeworks used to drive me nuts! In a commoditized business, you must come up with other ‘levers’ to pull other than price. Otherwise it is simply a race to the bottom.