Each product can have a price that is already bumped up enough to cover shipping. Shipping can be added to the cost of each product individually when the product is created and the website can advertise Free Shipping. The cart at checkout will show no shipping costs.
Configuring for Free Shipping
For free shipping, configure the product catalog block used for checkout and set $0 for the Handling charge per order and select "Flat" as the Shipment Charge Calculation
Free Shipping as a Promotion
Free shipping is also an option in promotions. Read the support page on each shipping price method for how it is affected by Free Shipping.