We previously wrote about some of the ethically questionable tactics that online retailers might use to get consumers to buy (see “How E-Commerce Sites Manipulate You into Buying Things You May Not Want,” August 2019). But consumers are not all just innocent naïfs, unable to protect themselves. For some savvy shoppers, these manipulations actually create optimal strategies for them to take advantage of the retailer.

Consider pricing tactics that retailers use. Many of them track the items that shoppers put into their shopping baskets. If they don’t complete the purchase, the retailer likely prompts them to do so, sometimes even by offering a discount. This moment is what clever shoppers might be waiting for, such that they rarely make purchases—even ones they plan on completing—unless the retailer ponies up the coupon or discount.

Another option entails leveraging some of the benefits of online shopping, such as the one-click access to competing offers, to perform more extensive research. By comparing offers, consumers might increase their bargaining power and potentially demand lower prices from a particular retailer, because they can show that they can get it for less elsewhere.

Furthermore, experienced shoppers recognize the dark patterns and ethically questionable retailing methods that some sellers use and simply argue that it is up to consumers to remain aware and alert to the tactics. For example, recommended items on websites are similar to displays on end caps in physical stores. When websites claim there are limited supplies left, consumers should remain skeptical, just as they should ask if there is more in inventory when store shelves have limited stocks available.

Thus, even as dark patterns remain a concern and legally and ethically unacceptable, consumers cannot be passive victims. They should act to protect their own interests, such that they might even be able to beat retailers at their own game.

Discussion Question:

1. What can consumers do to outwit online retailers to get the best deals?

Source: Charity L. Scott, “Online Shoppers Learn Their Own Tricks for Outwitting Sellers,” The Wall Street Journal, December 23, 2019