Free shipping in e-commerce: a systematic literature review

Free shipping in e-commerce has become a crucial strategy to attract and retain customers in a highly competitive markets, becoming a key advantage for companies seeking to meet evolving consumer demands. This study aims to perform a systematic review of the existing scientific literature on free shipping in e-commerce, following PRISMA guidelines and using the Scopus database to ensure an up-to-date perspective. The results show the critical role of free shipping in customer retention and acquisition, and to improve customer satisfaction, influence purchase and repurchase intention, and increase sales and market competitiveness. However, it was also observed that it can lead to an increase in returns.