I've noticed some competitors are offering "free shipping" and yesterday had an example where the final landed price is best comparison. The company was looking for a maintenance platform 3' x 4' with a tool tray,casters and a 2' riser. Same brand, our price is $665, theirs $867.50. Our freight deal was $117 plus the $665 totaling $782. That's a $85.50 savings versus the "free shipping" deal.
And if you are taxable in a state that doesn't charge sales tax on freight, that would be an additional savings.