The Central Bank is initiating a ban on changing the price of goods depending on the payment method

Digital commerce regulation continues to evolve, with pricing controls on marketplaces becoming a key focus. The growth of online platforms, their impact on consumer behavior, and the competitive landscape necessitate a rethinking of approaches to protecting consumer rights and ensuring market transparency. In this regard, the financial market regulator has proposed limiting the practice of differentiating product prices based on the chosen payment method. This initiative could significantly impact the business models of the largest online platforms and sellers’ operating conditions.

1. Background of the Initiative and the Logic of Regulation

The discussion focused on cases where online platforms set different prices for the same product depending on the payment method—bank card, e-wallet, installment plan, or alternative payment methods.

According to experts, this practice can create the following effects:

• distortion of consumer choice, when the buyer does not understand the true cost structure of the product;

• potential violation of competition principles, since preference for certain payment instruments is effectively stimulated by hidden mechanisms;

• insufficient pricing transparency, which makes it difficult to compare offers from different sellers.

The regulator’s approach is based on the principle that the final price should depend solely on the product’s characteristics and the terms of its sale, and not on the technical details of the payment process. The intervention is aimed at ensuring transparency and eliminating factors that could imperceptibly affect the cost to the end consumer.

3. Risks and Legal Challenges

Key risks include:

• The emergence of alternative methods to circumvent regulation: even with an outright ban on changing the base price, additional fees may be added—for example, for transaction processing or expedited delivery. While the price of the product will not formally change, the final price for the buyer will increase.
• Uncertainty of enforcement

The regulator will need to define precise criteria:

• what constitutes a price change,

• what surcharges are acceptable,

• how to distinguish platform fees from hidden price adjustments.

The lack of detailed rules could create grounds for disputes involving platforms, sellers, and regulatory authorities.

• The need to revise contracts and internal policies

Businesses will need to audit:

• user agreements,

• offers,

• agreements with sellers,

• local regulations on pricing and commission policies.

• Potential slowdown in innovation: in the payment instruments market, a significant portion of new solutions are implemented through financial incentives for buyers. Limiting pricing flexibility could reduce the economic incentive for developing such instruments.

The proposed regulation aims to increase transparency in digital commerce and eliminate hidden pricing mechanisms that could mislead consumers. However, the implementation of this measure will have a comprehensive impact on the marketplace ecosystem, including technological, legal, and economic aspects.

Businesses are advised to analyze their current pricing models, commission structures, and contractual mechanisms in advance to ensure preparedness for potential regulatory changes.