Two clicks and a higher price. It’s dangerously simple in online stores – Biznes Wprost

Inflation exceeded 12%. and this may not be the end of the hikes. The prices of some products increase slightly, but others, such as fuel or food, even by several tens of percent. The main reasons in recent weeks are, of course, the war in Ukraine and the sanctions imposed on Russia by many countries. These events have increased the prices of fuels, gas and coal. This, in turn, increased the costs of transport, electricity, building materials and many other products.

As a result, there was a domino effect. Suppliers have started to pass on their costs to producers. Producers over sellers. And vendors for customers. The latter felt it strongly in their wallets.

No more hot deals, we’ll pay more online

– The current market situation has also affected e-commerce, ie an industry that has not been sensitive to sudden price increases for years. Furthermore, the expansion of e-commerce has been argued to help lower inflation for two reasons. First of all, compared to fixed sales, running a business is much cheaper. Secondly, the strong competition in the e-commerce market encourages entrepreneurs to lower prices, because customers are looking for the cheapest offers, and thanks to fast search engines, it is very easy –

explains Wojciech Kyciak, Chairman of the Management Board of Bezokularow.pl SA, owner of the wOkularach.pl brand.

As a result, the products became cheaper, which was highly appreciated by consumers. Online stores fought for them, outdoing themselves with other ideas as well. Promotions, big discounts, free deliveries, gifts. It’s been the market for years. However, this is only a memory.

Why? In stationery shops, restaurants or service points, the price increase is associated with a certain longer process. You must print new labels, menus or modify the table with the price list. After all, blurring old prices is not an option for image reasons.

Change the price on the web? Nothing easier

It’s much easier online. A few clicks, change the numbers and you’re done. The new price is displayed to the customer. Indeed, if a restaurant offers a menu in the form of a QR code, which has become fashionable during the pandemic, the price increase can also occur quite quickly and go unnoticed by the consumer.

Therefore, online stores change prices much more often than stationary stores. Now, in a context of galloping inflation, buyers accept such an increase more easily. After all, everything will become more expensive.

Some e-commerce entrepreneurs are taking advantage of this. Especially those who bought the goods much earlier and have stocks in warehouses. Now they can charge a higher margin and earn more.

In the United States, inflation does not threaten e-commerce

However, not everyone is in such a comfortable position. Some online stores simply don’t have inventory and have to import products from manufacturers at new, higher prices. It is not helped by the aforementioned increases in energy prices or disrupted supply chains, which seem to have caught their breath after the pandemic, but the war has once again made it difficult to transport goods. This makes them unable to maintain the current supply. Prices increase by several or several tens of percent.

When customers see prices go up, they are willing to pay more. They are afraid that it will be even more expensive in a month, two or a half years. These behaviors drive sales.

This is confirmed by research conducted by the American company Adobe, which in addition to providing software, also deals with marketing in the broad sense. Its analysts say sales growth in the U.S. e-commerce sector in January and February this year was $3.8 billion (total spend is $138 billion), mostly due to rising prices. .

In addition, inflation has also made its mark over the past two years. Adobe investigated that US e-commerce from March 2020 to February 2022 was worth $1.7 trillion, of which $32 billion was directly related to rising commodity prices. The company expects online commerce to top $1 trillion this year, with an estimated $27 billion surplus attributed to inflation.

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