Worried you’re being overcharged when shopping online? Listen to this

Modern retail pricing has shifted from traditional "cost-plus" models to high-tech "surveillance pricing," where companies leverage personal data, browsing history, and location to set individualized prices. Retailers use sophisticated algorithms and A/B testing to determine maximum consumer willingness to pay, often resulting in significant price discrepancies for identical items. Lindsay Owens, author of *Gouged*, highlights how this practice exploits consumer data to reinvent old retail tricks on a massive, hidden scale. To combat these tactics, consumers should routinely clear browser cache and cookies, utilize VPNs to mask location, and avoid shopping through proprietary apps or loyalty programs that track behavior. While brick-and-mortar stores were once a refuge from these practices, the integration of electronic shelf labels and data-linked shopping carts is increasingly bringing unpredictable, personalized pricing into physical retail spaces, making proactive comparison shopping essential for maintaining fair market transactions.