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This tends to make their products highly attractive with the least cost paid by them along with facilities of extra discounts given to debit\/credit card holders. This article provides a coherent picture in the research that has taken place in the area of gamification by comprehensively reviewing 1073 research studies extracted from the SCOPUS database and mostly validates the findings on the effectiveness of gamification in the various fields. This article also peer reviews the various motivating factors that makes customers prefer gamified online shopping over market retailers. The review points out the effects of gamification in e commerce websites in gaining customer retention. The article would also suggest the future of research directions in the field of research of gamification and further research that can be explored in the field.<\/jats:p>","DOI":"10.4018\/jeco.2020040101","type":"journal-article","created":{"date-parts":[[2020,1,24]],"date-time":"2020-01-24T10:55:18Z","timestamp":1579863318000},"page":"1-16","source":"Crossref","is-referenced-by-count":39,"title":["Gamification in E- Commerce"],"prefix":"10.4018","volume":"18","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3137-3307","authenticated-orcid":true,"given":"Aastha","family":"Behl","sequence":"first","affiliation":[{"name":"Pranveer Singh Institute of Technology, Kanpur, India"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Pratima","family":"Sheorey","sequence":"additional","affiliation":[{"name":"Symbiosis Centre For Management and Human Resource Development, Pune, India"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Abhinav","family":"Pal","sequence":"additional","affiliation":[{"name":"Symbiosis International University, Pune, India"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7202-5165","authenticated-orcid":true,"given":"Ajith Kumar Vadakki","family":"Veetil","sequence":"additional","affiliation":[{"name":"Skyline University College, Sharjah, United Arab Emirates"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7902-4205","authenticated-orcid":true,"given":"Seema R","family":"Singh","sequence":"additional","affiliation":[{"name":"Symbiosis Centre for Corporate Education, Pune, India"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"JECO.2020040101-0","doi-asserted-by":"crossref","first-page":"2","DOI":"10.17576\/apjitm-2018-0702(02)-01","article-title":"Analysis of Realm of Valor and Its Business Model on PC and Mobile Platform Comparison.","volume":"7","author":"P.Anunpattana","year":"2018","journal-title":"Asia-Pacific Journal of Information Technology and Multimedia"},{"key":"JECO.2020040101-1","doi-asserted-by":"publisher","DOI":"10.1207\/s15326985ep2802_3"},{"key":"JECO.2020040101-2","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2014.09.001"},{"key":"JECO.2020040101-3","doi-asserted-by":"publisher","DOI":"10.1007\/s40558-013-0003-3"},{"key":"JECO.2020040101-4","first-page":"611","article-title":"Using gamification in an online community.","author":"S. 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