Prismatchning

Prismatchning, often translated as price matching, is a retail practice in which a retailer promises to match a lower price offered by a competitor for the same item. The policy is designed to reduce the customer’s need to shop around and to prevent leakage to rival stores while maintaining competitiveness. Typical conditions apply: the competing price must be for an identical product (same brand, model, color, and condition), available for immediate purchase, with no required membership or bundled offers; proof of the lower price is usually required (such as a link, screenshot, or printed advertisement); the offer may apply only within a certain time window and may exclude sale items, clearance stock, or limited-quantity promotions, as well as online-to-offline price comparisons or third-party marketplaces.

Prismatchning is widely used by both online retailers and brick-and-mortar stores and is often implemented as part of a broader price strategy. It can increase conversion by reducing price anxiety and keeping customers in-store or on-site, while maintaining price visibility in competitive markets. However, it can also restrict genuine price competition by standardizing prices across channels and may reduce margins if the terms are too permissive. Critics argue that it can disadvantage consumers when exclusions are broad or proof requirements are onerous. Regulations and enforcement vary by jurisdiction, and retailers typically publish their specific prismatchning terms and conditions.

See also: price matching.