Omnichannel Consumers Demand Consistent Pricing Across Commerce Touchpoints

To maintain margins, brands often cite variations in operating costs to justify unique channel pricing. However, this is a risky move: In Forrester’s June 2024 Consumer Pulse Survey, 60% of US online adults say they would likely stop shopping with a company if they discovered it charged different prices in different channels for the same products/services. Consumers cannot be expected to check every price across every channel for every purchase and then remain loyal to a brand. This makes pricing inconsistency — a fixable issue — a poor reason for losing customers to competitors. This data snapshot shows US online adults’ expectations for pricing parity across commerce channels.