Online retailers increasingly use "free" shipping as a marketing tactic to boost sales, but the cost is often hidden or redistributed, leading consumers to pay more than they realize.

• Retailers leverage psychological principles, like the "goal gradient effect," to encourage customers to spend more to meet minimum spend thresholds for free shipping.
• Strategies include baking shipping costs into product prices, offering free returns that increase retailer expenses, and subscription models that promote frequent purchases.
• Experts advise consumers to resist impulse buys and consider whether immediate delivery is truly necessary to avoid overspending.