Retailers Hide Prices Until Checkout, Study Reveals Consumer Frustration and Workarounds

Breaking: Study Exposes Growing Trend of Hidden Online Prices

A new study published in the Journal of Consumer Research reveals that a rising number of online retailers are deliberately concealing product prices until shoppers take an extra step—such as adding an item to the cart, clicking a button, or signing in. The research, led by Minzhe Xu, assistant professor of marketing at Iowa State University’s Ivy College of Business, found that price disclosure is not missing; it is simply delayed.

“Instead of showing the price upfront, retailers are forcing consumers to engage more deeply before they see the cost,” Xu said in an exclusive interview. “This tactic can increase frustration but also prompts shoppers to fill in the blanks with their own assumptions.”

Background: The Rise of ‘Price Opacity’

Xu and his co-authors noticed the phenomenon while shopping online. They documented dozens of e-commerce sites that require customers to “add to cart to see price,” “click to reveal price,” or “sign in to view price.” The practice, which the researchers call price opacity, is increasingly common across categories from apparel to electronics.

According to the study, retailers employ this strategy to reduce price comparisons, encourage browsing, and capture customer data. By hiding prices, they hope to make shoppers invest time and effort, thereby reducing the likelihood of abandoning the cart once the price is revealed.

What This Means: Consumer Workarounds and Market Implications

The delayed disclosure forces shoppers to become detectives. Many now resort to checking third-party price trackers, reading reviews for cost mentions, or even contacting customer service. “Consumers are not passive—they develop their own strategies to infer the hidden price,” Xu noted.

This behavior can backfire for retailers. If the revealed price is higher than the shopper’s expectation, trust erodes and abandonment rates spike. However, if the price is lower, the consumer feels a sense of relief and may be more likely to purchase.

The study suggests that price opacity works best for products with high demand uncertainty or frequent discounts. But for everyday items, transparency still wins trust. Key takeaway: Retailers must weigh the short-term benefits of delayed price disclosure against long-term customer loyalty.

For consumers, the advice is clear: be skeptical of “add to cart to see price” prompts. Use price comparison tools and read the fine print before committing. As Xu emphasized, “The ultimate cost of hidden prices may be paid in lost trust.”

The full study is available in the Journal of Consumer Research. For more on consumer behavior and retail strategy, see background on price opacity and what this means for shoppers.