Give the users what they need or they will find it elsewhere.

I was looking to buy a couple of big sized items from +Target and thought it best to order them online so that they could be delivered home, instead of asking for help from a friend to haul them myself. Of course since a lot of items and stores have ridiculous shipping costs, I decided to add the items to my cart and then check the shipping cost.

Unfortunately Target makes it nearly impossible for me to get the shipping cost till almost the last step. Ideally I would have hoped that I would have to just enter my area code somewhere and get a shipping cost calculated.

I entered my information and kept an eye on the right side hoping to have the shipping cost be calculated at the next step.

The next step STILL does not give me my shipping cost, instead it is asking me for my credit card information. Even though the next step shows “review and place order” as a user I am not comfortable giving my payment information before I can decide whether or not I want to buy it online. Also, a user shouldn’t have to jump through so many time consuming hoops to just see a simple thing as the shipping cost.