A study by the Center for
RBC reviewed the conclusions of the study on the impact of discounts on sellers, buyers and platforms.
The study revealed that:
- About half of the surveyed sellers (48%) on marketplaces experienced marketplaces setting discounts on their products in the past 12 months.
- In 31% of cases, discounts were set without the seller’s consent.
- In case of refusal to participate in promotions, sellers face sanctions, such as lowering the rating of the product and seller, worsening the terms of cooperation and removal of the product from the search engine.
- Discounts above 10% have a negative impact on business sentiment.
The authors of the study believe that in the short term, moderate discounts are favorable for sellers, as they allow them to sell goods quickly. However, in the long term, an aggressive discount policy deprives sellers of the ability to determine their own pricing policy and makes them dependent on the marketplace. Consumers also benefit from price competition in the short term, but in the long term they may face a shortage of alternative purchase channels and higher prices due to the monopolistic position of marketplaces.
The study suggests various options for regulating discounts on marketplaces, from mandatory notification of sellers to a complete ban on discounts.
Representatives of the Ozon and Wildberries marketplaces disagreed with the conclusions of the study. They claim that sellers participate in promotions voluntarily, and that discounts contribute to sales growth and increased customer loyalty.