How Online Shopping Makes Suckers of Us All

So, I stumbled across this article while comparing prices for some OCR gear – a wetsuit for WTM in particular.  This is a fascinating behind the curtain look at how online retailers set prices and takes advantage of buyer’s naiveté.

One tool I strongly recommend everyone have when comparison shopping is a price tracker plugin like or to ensure that a sale isn’t right around the corner.

Even still, as the article notes online retailers are making huge strides in predicting consumer behavior.  It’s probably only a matter of time before these trackers are no longer effective.

Will you pay more for those shoes before 7 p.m.? Would the price tag be different if you lived in the suburbs? Standard prices and simple discounts are giving way to far more exotic strategies, designed to extract every last dollar from the consumer.

Source: The Atlantic