It is extremely lucrative and an efficient advertising strategy from what I have seen. A place that I did see this was on AliExpress, where we look at two items that are sold by different sellers one will have the item at a specific price and charge you a shipping cost. Whereas the other seller will have the same item at a bit of a higher cost and say that it is free shipping, and to be honest free shipping doesn't look quite attractive.Yes, l have also realized the strategy the e-commerce shops are now using. They do include some portion of the shipping fees into the price of the product and now claim they offer less shipping fees and that seems to be a very good marketing strategy too.