toysrusStarting today, Toys “R” Us Inc. will lower the free shipping minimum required for online orders at and from $49 to $19. The new free shipping threshold is the lowest the company has offered in recent history (though surcharges may apply on large and heavy items).

Toys “R” Us made the decision to lower its free shipping minimum after a comprehensive review of the competitive landscape. The company also offers free delivery of online orders through its Free Store Pickup service, which enables customers to shop thousands of items available online and pick up their purchase at a local Toys “R” Us or Babies “R” Us store in one hour or less.

Currently, Toys “R” Us has a more than $1.2 billion global e-commerce business, to go with growing online sales. As part of its ongoing transformation strategy, one of the company’s priorities is to optimize e-commerce and improve the customer experience online.