Online shopping: hidden costs can push the final price above the listed price

Online shopping has continued to grow, but consumers are increasingly finding that the price shown at the start of an online purchase is not always the final amount. Minh Thu, a resident in Cau Giay district, Hanoi, said online shopping is no longer as cheap as before due to fewer vouchers and additional costs at checkout. She noted that the price gap can be difficult to detect, especially when buying multiple items at once.

In a recent warning, the National Competition Authority under the Ministry of Industry and Trade highlighted “hidden costs” in e-commerce—charges customers must pay beyond the displayed price. If these costs are not clearly disclosed from the outset, they can materially change the total payable. For instance, a product advertised at 300,000 dong may require an extra 30,000 dong for shipping and 10,000 dong in additional fees at order completion, bringing the total to 340,000 dong. In such cases, the purchase decision is made based on incomplete information.

How hidden costs and conditional pricing work

The authority also pointed out that many “attractive” prices apply only under specific conditions, such as using a discount code, choosing a particular payment method, or meeting a minimum order value. If these conditions are not clearly stated, consumers may assume the quoted price is the general price.

For example, a product shown at 250,000 dong may only apply when paying with a specific e-wallet. If the customer does not meet that condition, the final price could increase to 300,000 dong or higher.

Authorities identified common categories of hidden costs as: transaction-process fees, charges linked to promotional conditions, default pricing adjustments, and other costs that are difficult to identify due to how information is presented.

Recommended consumer actions

To stay vigilant, consumers are advised to use price comparison tools and to file complaints with the platform if something appears unusual, so issues can be handled in a timely manner.

Expert concerns about promotions and pricing practices

Experts warned that “too-good-to-be-true” promotions can exploit consumer psychology. They said price designers may raise base prices to create the appearance of deeper discounts, while weak oversight can result in ambiguous promotions. Officials called for spot inspections and penalties for fake sales, and for a price-comparison portal for essential goods.

Policy guidance and privacy considerations

The National Competition Authority recommended that customers calculate total costs—including shipping, surcharges, and payment terms—rather than relying on the displayed price. Businesses were urged to disclose all costs from the outset.

Experts also cautioned that low prices may come with data collection. In online shopping, platforms can track consumer behavior and share data, which may compromise privacy. As a result, experts noted that the cheapest option is not always the best choice if privacy is a concern.