Online prices for the same product can vary in price between shoppers. Here’s why
Australian consumers may be paying more than necessary when shopping online, as prices and offers for the same product can differ between shoppers, according to industry experts.
A survey by consumer advocacy group Choice found that only 26 per cent of Australians are aware that prices can vary between shoppers, and 69 per cent consider the practice unfair. The awareness gap is most evident during peak Christmas shopping periods, when consumers are less likely to compare prices.
Kanesh Kumaraguru, SEO lead and strategist at SearchMax, said many retailers use personalisation and testing frameworks to determine what content and offers are shown to individual shoppers. These mechanisms can affect discounts, bundles, free shipping thresholds and checkout offers, particularly when a website recognises a user as a returning visitor.
Websites may rely on signals such as browsing behaviour, device type and location to present offers. As a result, two shoppers viewing the same product on the same site may receive different promotions or final pricing.
“Most people assume the price they see is the price everyone sees, so they never think to double-check,” said Kumaraguru. “If the deal changes, it is not random. It is personalisation.”
He said this does not mean retailers apply different base prices to individual shoppers. However, the total amount paid can still vary due to differences in associated offers.
To reduce this risk, Kumaraguru recommends basic checks before purchasing, including comparing prices in an incognito window, on another browser or device, and reviewing the final cost at checkout, including delivery fees.
These practices are often supported by cookies and other tracking tools that allow websites to recognise returning visitors. Clearing cookies can remove one layer of tracking and help determine whether an offer changes when a shopper is not recognised.
However, incognito browsing has limitations, as websites may still access prior activity if a user is logged into an account. Logging out before comparing prices can reduce this effect.
Kumaraguru said the aim in exposing the practice is not to criticise lawful marketing practices, but to help consumers avoid paying more because an algorithm determines they are willing to accept a higher total.
The warnings come as online shopping continues to grow in Australia. Australia Post reported Australians spent approximately $69 billion online in 2024, up 12 per cent year on year.
In the US, the grocery delivery company Instacart has been fined US$60 million by regulators for similar practices that Kumaraguru refers to in Australia.
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