Decoding Consumer Discount-Seeking Strategies in eCommerce - research

Understanding consumer behaviour is vital to the success of eCommerce businesses, especially in a highly competitive market where pricing and discounts heavily influence purchasing decisions.

Recent research conducted by Fabrity Commerce provides deep insights into various discount-seeking strategies employed by consumers and how these tactics vary by demographics, shopping habits, and technological savviness. This blog decodes these trends and provides actionable recommendations for businesses to optimise their pricing strategies, promotional offers, and user experiences.

The Business Case for Understanding Discount-Seeking Behaviour

Price sensitivity remains a decisive factor for consumers when choosing between brands or sales channels. According to Fabrity's study, 86% of consumers consider price or discounts as a major influence on their buying decisions. Understanding these behaviours not only helps in mitigating the loss due to bypassed automation mechanisms but also enables eCommerce businesses to build trust, streamline the buyer's path, and drive long-term engagement.

Research Overview

The study was conducted over a five-day period in March 2025, involving 59 survey responses collected anonymously. The participants represented a broad demographic, with the majority between 34-44 years old and residing in urban areas. The findings revealed clear behavioural patterns in how consumers engage with discounts, as well as the strategies they employ to reduce prices and outmanoeuvre marketing automation systems.

Popular Techniques for Price Reduction

The modern online shopper is resourceful, and almost all survey respondents admitted to leveraging at least one technique to reduce prices. Here are the five most common methods identified:

1. Using Price Comparison Sites (72.4%)

Price comparison platforms are a go-to tool, offering consumers quick and straightforward ways to identify the best deals.

1. Searching for Discount Codes (37.9%)

Consumers frequently search for "[store name] discount code" online to secure further reductions before checkout.

1. Newsletter Sign-Ups (37.9%)

Subscribing to newsletters, often solely for exclusive coupons or deals, followed by unsubscribing after use, is a regular strategy.

1. Abandoning Carts to Trigger Discounts (34.5%)

Adding items to carts and leaving them unattended in a bid to receive targeted discount emails is not just common but increasingly deliberate.

These techniques showcase consumers’ growing understanding of how retailers’ discount mechanisms work, prompting eCommerce businesses to rethink their pricing strategies.

The Role of Demographics in Discount-Seeking Behaviour

Consumer behaviour varies significantly based on age, location, and even the frequency of online shopping. Here's a breakdown of the key demographic findings:

Age Groups

• 18-24 Years Old: Early adopters of AI-assisted strategies but predominantly rely on social media promotions and basic discount tracking.
• 34-44 Years Old: The most strategic segment, often employing multiple techniques, such as using incognito mode, coupon codes, and account switching.
• 55+ Years Old: Least involved in advanced tactics and rely on simpler methods such as price comparison websites or assistance from younger family members.

Geographic Trends

• Urban Consumers: Lead in engaging with diverse methods, including newsletters and affiliate links.
• Smaller Towns and Suburban Areas: Show moderate interest in advanced strategies, relying more on habitual activities like comparison shopping.

Shopping Frequency

The more frequently users shop online, the more sophisticated their discount-seeking strategies. Everyday shoppers, in particular, tend to be the most demanding and adept at circumventing discount mechanisms.

Purchasing Journeys

Shopping behaviours vary depending on the time, device, and starting point of the user’s purchase path. Key takeaways include:

• Preferred Shopping Time: The majority shop in the evening (72.4%) on desktops, which provides them the time and comfort to test multiple pricing strategies.
• Device Usage: Although mobile shopping is typically fast and transactional, mobile users were found to conduct advanced techniques, challenging the stereotype of impulsive, “on-the-go” purchases.
• Starting Points: Google searches and marketplaces dominate as initial touchpoints. Marketplaces, where users often know what they’re looking for, tend to see the highest application of price-reduction strategies.

Recommendations for eCommerce Businesses

The research highlights several pain points and actionable opportunities for eCommerce platforms to engage consumers strategically and ethically without compromising profitability:

1. Segment Shoppers by Behaviour, Not Just Demographics

Rather than relying solely on age or location-based segmentation, businesses must account for behavioural profiles:

• Analysts (30-44 Years Old): Frequently use advanced tactics like incognito browsing and coupon aggregators. Businesses should consider introducing limits on coupon stacking or testing alternative discount scenarios.
• Mobile Users (25-34 Years Old): Optimise mobile UX with saved carts, dynamic offers, and push notifications tailored to fulfil pre-planned purchases.
• Channel Explorers (18-24 Years Old): Focus on early-stage branding and educational content to capture this demographic at the beginning of their purchase journeys.

2. Optimise Evening and Desktop Strategies

Given that most strategic shopping occurs in the evening, eCommerce businesses can boost effectiveness by:

• Testing pricing scenarios at peak evening times.
• Launching flash discounts or limited-time promotions during these hours for high engagement.

3. Enhance Transparency in Promotions

Fabrity’s research indicates that trust diminishes if discount logic appears unclear or manipulative. Clearly communicating how discounts are applied can improve brand credibility and foster loyalty.

4. Use Predictive AI to Build Dynamic Shopping Experiences

Emerging AI technologies offer significant potential to counteract consumer strategies, such as:

• Detecting repeated use of tampering techniques like incognito mode and VPNs.
• Adapting prices dynamically based on trends such as shopping time or starting channel.

5. Reward Loyalty, but Balance Incentives

Introduce gamification elements to make the shopping process more interactive and rewarding. However, ensure that the structure prevents misuse, particularly from consumers repeatedly signing up for newsletters or abandoning carts.

Crafting Price Strategies for Competitive Advantage

The findings underscore the importance of aligning pricing strategies with consumer behaviour trends. A well-optimised, transparent, and dynamic eCommerce approach can not only deter opportunistic discount-seeking tactics but also enhance consumer trust in the long term.

By leveraging insights from tools like Fabrity’s Predictive Commerce AI, eCommerce brands can create personalised, seamless shopping paths while safeguarding profitability. Understanding your audience isn’t just about anticipating their tricks; it’s about addressing their needs more effectively than your competitors can.

Interested in learning more about consumer behaviour in pricing? Contact us today to learn how Fabrity's solutions can position your eCommerce business for sustainable success.