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More than 90% of 1.5 million online shoppers recently surveyed by researcher BizRate.com said they paid for shipping even though about half were lured to Web sites by free-shipping offers. What's more, online holiday shipping charges rose 15% to an average $11.70 an order from a year ago, BizRate.com says.

In reality, many consumers paid their own freight," BizRate.com CEO Chuck Davis says. "Several (sites) had strict guidelines to qualify for free shipping."

While free-shipping restrictions aren't likely to drive consumers to the malls — a record $7.92 billion was spent online during the holiday season — it could create a backlash, Internet analysts say. "It ticks you off," says Dale Bodmer, 49, a computer programmer in Mason, Ohio. He was lured by free shipping to Amazon. But he paid for it after learning that free shipping takes at least two days longer than standard shipping — and his gifts could miss Christmas.

Amazon, which popularized free shipping last year, clearly indicates which products offer free shipping, spokesman Bill Curry says. He says the No. 1 e-tailer has received few complaints about the offer. He would not disclose the percentage of shoppers who get free shipping. Online shoppers say getting free shipping is hard because of:

Product exceptions. Amazon offers free shipping on orders exceeding $25 for qualified products. But that does not include a long list of items, including toys, apparel, video games, baby products, oversized items and products carried by partners Target, Circuit City, Office Depot and J&R Music & Computer World. Such partners account for about 23% of Amazon's unit sales.
"The offer is so restrictive as to be meaningless," says Wendy Leibowitz, 40, a writer in Washington who will keep shopping online because of its convenience, bargains and savings from sales taxes. "Free shipping is a bonus," she says.

Buy.com's free-shipping option does not apply to 40% of inventory, and, like Amazon, it does not cover international orders. While products on Amazon and Buy.com that qualify for free shipping are clearly marked, consumers often don't find out that other products aren't free until they're checking out. "Few people know what they're getting into," says Brett Burney, 31, a Cleveland technology specialist.

Price limits. Several sites require big minimum orders. Among them: Fashion site Forzieri.com, with a minimum of $300; Musician's Friend, $299; Linens 'n Things, $150; and Gap.com, $100.
Deadlines. Amazon's free-shipping offer runs every day, but it set limits for Christmas. It said eligible gifts must be ordered by Dec. 12 to qualify for free delivery and arrive before Christmas. Others, including Buy.com, also imposed deadlines. By Jon Swartz, USA TODAY