The Effects of Gamification in E-Commerce Applications on Customer Loyalty and the Purchase Behavior: A Literature Review

Gamification is significantly used in online shops today, and there is need for comprehensive research to improve the current state. However there is still unclear consensus about gamification’s effects on customer loyalty and purchase behavior. This study presents a systematic literature review on the effects of gamification in e-commerce platforms, particularly focusing on customer loyalty and purchasing behavior using PRISMA framework. By examining 18 selected studies from 2021 to 2025, this review explores how gamification impacts customer engagement, satisfaction, and purchasing habits that contributes to loyalty. Key findings suggest that gamification can improve customer loyalty and purchase intentions, especially when reward-based and personalized elements are implemented. However, the impact of gamification is not universally positive or consistent; its effectiveness may decline over time or vary across regions and demographic groups. The review concludes that gamification holds promise for improving customer behavior and platform loyalty, as long as it is properly implemented.