This systematic literature review synthesizes the outcomes of scholarly engagements on the effectiveness of nudge on consumer decision-making. The review followed the theories, contexts, characteristics, and methods (TCCM) framework to formulate the guiding research questions. The primary documents for the review were sourced from two prominent databases (Scopus and Web of Science). The review has organized the scholarly insights in a structured way to provide a nuanced understanding of the role of nudges in the behavioural decision process. The results confirm that nudge has been used in several contexts to drive the decision-makers into desirable directions. The implications for policy, practice, and theory have been outlined. Moreover, several research questions have been proposed to chart pathways for future scholarly explorations.