We Might Buy The Same Stuff, But We Don’t Pay The Same Price For It

“Our ability to know the price of anything, anytime, anywhere, has given us, the consumers, so much power that retailers — in a desperate effort to regain the upper hand, or at least avoid extinction — are now staring back through the screen. They are comparison shopping us.”

If you buy things online, you need to read this.

The Atlantic explains how online shopping makes suckers of us all, noting that retailers now use advanced algorithms to determine how much we’ll pay for different products at different times based on data they’ve collected about us.

While the internet initially gave consumers an edge thanks to the ability to comparison shop, businesses have now learned to use data to their own competitive advantage.

As a result, nobody quite knows what the price of anything is any more.