Nobody likes surprise charges at the last minute.

Make sure that your pricing is transparent. People like to know what to expect. They don’t want to feel ripped-off or lied to. They prefer to deal with retailers that are honest. Display all your charges early and often.

In other words, don’t do this on your home page:

But forget to mention that you’re going to do this at checkout:

You’ll be accused of doing dodgy stuff.

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