
In some cases, rural Americans must pay significantly more to receive lightweight packages purchased online from US sellers that are sent through the Postal Service than buyers located in cities and suburbs. Likewise, sellers located in rural areas are getting reduced service from USPS compared to their counterparts.
On July 12, 2026, USPS eliminated the ounce-based rate differentiation for published Commercial USPS Ground Advantage prices, resulting in an average price increase of 11.8%. But USPS made
an exception for labels purchased through sites like eBay - but not for buyers in Alaska, Hawaii, and those located in many of the zip codes USPS designates as rural.
Sellers are trying to figure out how to mitigate the situation, especially those who don't use or don't have access to calculated shipping.
"These new USPS rates for Ground Advantage are crazy and makes it near impossible for sellers to set shipping rates on platforms that don't offer shipping calculations, like Etsy and Amazon," a seller told EcommerceBytes. "From North Carolina, a typical 4oz package was costing $5-$6 several weeks ago. Now, if I ship to a rural area, or Northwest US, or Hawaii, it's costing me $8.40. So, my only recourse is to raise pricing for all buyers. Terrible change that USPS made."
At least one seller was looking for a way to exclude sales from buyers located in "rural" areas impacted by the change.
A seller on Reddit created a post, "Will eBay have a feature to not allow "rural" buyers?" and explained, "I do free shipping and this new change by USPS is disgusting. Anyone know will eBay add a feature to only allow zip codes that are not considered "Rural" from buying?"
Among the comments generated in the thread was one from a seller who said if sellers pass along the cost of higher shipping to buyers or raise their prices, at some point buyers are not going to absorb the costs and would stop buying:
"I think many people are missing the bigger picture here. It's not if we can figure out how to ship calculated or flat or exclude rural or not. What the bigger issue here is the increased cost is either going to be eaten up by the sellers or the buyers are not going to buy these items.
"Many sellers sell 20$ or less items on eBay. It's getting to the point where buyers are not going to pay $8.75 for a bubble 8x4 envelope for a $11.00 item. This is the real issue. It's not if we can figure out how to calculate the shipping so we don’t eat the extra $3.00.
"At some point the buyers are not going to absorb these costs with these lower dollar sales. This is going to be the death blow to a lot of eBay sellers. The higher the overall shipping rates goes is going to limit what price points resellers have to list at to be able to make a profit."
In the same thread, a buyer suggested sellers use automatic combined shipping in cases where the seller has multiple items the buyer might want. (Some eBay sellers responded saying the feature had not been working lately.)
Sellers are also discussing the issue on the
eBay discussion boards, such as a seller who said they want eBay to add a feature so they could charge buyers extra for shipping to rural locations:
"We need an immediate way to add a option of charging a charge for rural shipping zipcodes, whether that is just a rule that says if it's a rural zipcode, a $xxx service charge will be added due to postal shipping fee changes. I offer free shipping on all my items. When a customer orders a $10 item or $12 item, my profit is maybe $2 after promos etc... maybe $3 but as soon as I have to start eating the extra $2-3 in shipping fees to rural zipcodes the profits get eaten completely. On my mushroom grow kits.... they are mostly to rural customers, so I am getting hit hard there.
"Soooooo my suggestion, like you can add fees for HI/PR etc... we need the same for rural zipcodes, integrating is up to eBay and USPS databases, sitting by the wayside and saying ... sellers figure it out, is not the answer
"Either you want us to have free shipping, or you cut us out and just let your Chinese warehouses sell the products with free shipping. Since apparently they get the $3.95 TikTok shipping rates we wish we got.
"In case you wondered, these rates of $5.24 to $7 is not the lowest... you can literally ship the same 4 ounce package on TikTok shipping for $3.75."
Some sellers in the thread recommended using shipping service Veeqo, acquired by Amazon in 2021, saying Veeqo was not applying the "rural surcharge" and pointing to Veeqo's cashback rewards.
Steve Hutkins, who reports closely on postal matters on the Save the Post Office website, had
seen the writing on the wall last year. "When it comes to postal rates and service standards, all ZIP codes have been treated equally," he wrote. "It doesn't matter if it's densely populated or sparse, urban or rural. The ZIP Code helps bind the country together. But all that is changing."
In fact, he said that in September 2024, USPS introduced a new policy of varying rates by 5-digit ZIP Code destinations for the first time, at least publicly. "Rather than helping to bind the country together, the ZIP Code is being used to divide it," he wrote.
In his post, Hutkins also pointed out the downgrade in service impacting sellers in rural areas: USPS ended afternoon collections at post offices that are located at post offices more than 50 miles from a Regional Processing and Distribution Center - adding a day to their service standards.