How your personal data could make shopping more expensive as retailers anticipate how much you can pay
Maria Gonzalez-Miranda and Ivailo Izvorski say online shopping was supposed to bring down prices for consumers but big data has changed the game in an unexpected way
Information technology is not just transforming markets; it is also making them ubiquitous, particularly for household consumers. From pretty much anywhere in the world, one can now search for goods and services, compare prices from multiple sellers, and give detailed shipping and delivery instructions, all with the click of a mouse or a screen tap.
But are online markets meeting this potential?
Indeed, if you search online for a more expensive car or a more expensive holiday, that fact will be documented by tracking cookies or other means of online surveillance. With this data, digital advertisers and retailers will offer you more expensive watches, home furnishings or airline tickets than they would a lower-income user searching within the same categories. In some cases, they might even offer different prices to different people for the same item or service.
Part of the segmentation of online markets involves web companies testing price points to estimate precisely the demand curve and its links to household characteristics. For example, an article in The Atlantic noted that, “As Christmas approached in 2015, the price of pumpkin-pie spice went wild … Amazon’s price for a one-ounce jar was either US$4.49 or US$8.99, depending on when you looked.”
This suggests that markets could potentially become extremely fragmented, so consumers’ choices will be strictly limited to what has been selected according to their data profiles. This decreases overall welfare, because every consumer will be forced to pay the maximum of what they are willing to spend for each purchase, keeping nothing “extra” for themselves.
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Making matters worse, rapidly rising capital and skill requirements for production, among other factors, is sustaining a trend towards less competition among companies in advanced economies. This, together with making consumers pay the maximum they can, will have far-reaching macroeconomic implications. For consumers, the slice of the economic pie made available by their disposable incomes will shrink in real terms, leading to a fall in aggregate demand. Thus, at the end of the day, there will be less for everyone.
Maria Gonzalez-Miranda is practice manager, and Ivailo Izvorski is lead economist, in macroeconomics, trade, and investment global practice at the World Bank. Copyright: Project Syndicate