Shifted purchasing behaviour amongst consumers has effects upon the structures and strategies of online retail. A strong price awareness among consumers, combined with illegal offerings at dumping prices, increases the pricing pressure on certified retailers.
The prices of these grey market goods are mostly well below the usual selling prices of authorised retailers. Considerable damage is thus suffered not only by brand-name manufacturers, but certified retailers must also endure losses in sales. Manufacturers are concerned about this development and are looking for solutions to protect their brand image.