The CEBE study: regulation of discounts on marketplaces is necessary to protect sellers

The research revealed that, on the one hand, discounts attract consumers and contribute to sales growth, but, on the other hand, aggressive discount policy can lead to market monopolization, worsening of competition conditions and sellers' dependence on marketplaces. About half of the surveyed sellers (48%) on marketplaces over the last 12 months faced discounts on their goods. In 31% of cases, discounts were set without the seller’s consent. At the same time, sellers who refuse to reduce prices face sanctions, such as lowering the rating of the product (40%) and seller (37%), and changing the terms of cooperation (31%).

The size of the discount also plays an important role. Discounts up to 10% have a neutral or even positive impact on sellers' business, while discounts above 10% more often lead to negative consequences. The survey showed that the “comfortable” threshold for the size of discounts in terms of the business situation is within 10%.

The study tested various regulatory scenarios, including requiring the marketplace to obtain the seller’s consent to a discount, limiting the size of the discount to 10%, and prohibiting price intervention altogether. All scenarios are accompanied by a slight increase in online prices, but they also provide a positive effect on the economy by naturally stimulating the business climate of sellers — the expected increase in business revenue is estimated at +1 to +3%. This is due to reduced pressure from marketplaces and the formation of more stable pricing, particularly for the one-third of sellers who face forced discounts. In addition, limiting the influence of marketplaces on pricing incentivizes the development of sellers in the marketplace. Accordingly, the potential to accelerate the growth of the marketplace market itself was identified — by Rb 0.9–1.7 trillion over 2025–2027.

The most supported and effective measure is to prohibit the marketplace from interfering with the price of the seller’s goods. In the second place is the necessity of sellers' consent to discounts. In the third place — limiting the size of discounts by 10%.

As recommendations it is proposed to obligate marketplaces to visually distinguish discounts provided by sellers and marketplaces, to introduce mandatory prior notification of sellers and obtaining their consent to apply discounts. If these measures prove ineffective, the regulator may introduce a stricter norm — limiting the size of discounts to 10% of the price of goods.

RBC: “How discounts on marketplaces can affect the mood of sellers”