The so-called ROPO (Research Online Purchase Offline) is now common practice to which we have given a name. Having become more a reflex than an after thought, most buyers now go online before making a purchase: 91% of buyers to be exact. Think of it as a digital display window if you want.

Indeed, a simple variation of 5% to 10% of the price of certain products may have an important impact on the profitability of the site. Thus, the pricing policy often implemented by online retailers is a strategy of penetration with very affordable low prices. However, this practice turns vicious by the tendency to limit margins to decide the cheapest price. Why is this dangerous? The limitation of margins results in lower profits which weakens the site financially, creating rough and aggressive competition. In addition, the price policy must reflect the image of e-shopping, and above all, remain consistent over time.