DM For Price: An Online Shopping Nightmare or Genius Marketing?

“Sometimes, “DM for price” eliminates jokers from serious paying customers but Y’all ain’t ready for this debate”

One Twitter user by the name @stfuheights states matter-of-factly, sparking the debate they were sceptical could happen. Some people agreed, but the majority of the responses stated their aggravation at the practice. This isn’t the only discourse that has been going on about the online shopping practice of having potential customers ask for the price of every item they are interested in. Many people have stuck to their guns about the issue, remaining tight lipped about the sneakers or watch they are selling.

The Ugandan online shopping space has grown by leaps and bounds over the past 5 years alone, and now, whether you want a t-shirt or a house, you can probably find it while scrolling on your phone one random afternoon. Facebook, Instagram, Twitter, personal websites and even WhatsApp statuses are places you can find items you need, and the algorithm, knowing you, is more likely to bring you exactly what you wanted. This has allowed small businesses to thrive in a way they wouldn’t have ever before.

While finding what you want has gotten easier, have vendors placed a whole other barrier by having potential clients Direct Message for prices, or is there a method to it all? Today, we dive into this issue and ask entrepreneurs, customers and internet gurus alike – is DM for Prices the way to go?

“There is always someone willing to give a cheaper service or product, hence makes our prices seem high, just like product manufacturing, transportation and fees are not the same dear clients.” This is coming from Kleith Kyatuhaire, who agrees to keep the price tag off. She adds that “The most interested ones inbox, dm or take the contact and get in touch because unlike the nay-sayers, there are those that really want the product or service.” For her, it is a way to keep her customers engaged, and to find out who her target market really is. It is not a bother to have to answer numerous questions in the inbox, as “we enjoy to engage with you on different questions of the service and the product than the cost, we learn a lot from you, the price does not mean your size, is available or that’s all we have to offer,” she says.

Creating a bond with your potential customers is important, it might have them coming back or purchasing when done right. But does this mean everyone who DM’s finalizes a purchase?

Twitter user Solomon Kibz thinks otherwise, “We still DM and don’t buy…you are just wasting your own time”

And this is an issue that people might consider, that people will be interested in the product and still refuse to buy. The back and forth of waiting for the vendor’s response and timing that with the client’s availability is also shaky. Rhionah Ssemakula agrees, stating, “I always post my prices and customers always call me when they need something and those who can’t afford it don’t. It’s the most humane thing to do.”

This is also something. No matter how high your prices are, there is someone who can meet that amount and will come through after all factors considered to ask about how and when to get their purchase, rather than to start inquiring whether they can even afford it in the first place.

On Facebook, Hope see’s it a different way. “The one and only reason I would refrain from putting prices on my products especially clothes is out of respect for my clients.” She adds, “For example, there these cheap dresses all over town that cost like 40k yet they would otherwise look good on somebody. But because its branded 40k everywhere on social media. I refrain from wearing it.” She continues to state, “A woman’s worth is not for display, especially these dresses and garments that are poured out everywhere and almost everyone with data knows how much they cost.”

While the art of mystery is important to Hope, customers like Eunice Okello are bowing out at the option to inbox first, “No matter how good your product is and how interested we customers are? The minute I see ‘DM’ I lose interest because I don’t see why you don’t put the price and I have to DM you… Yes, you get clients but trust me, you lose many more.”

Another online customer, Katushabe Papius, likes to DM first. “I personally prefer inboxing because then I can bargain, engage the seller for different options that are even better than what I was interested in, I get to check out a variety but anyway to each their own.”

These two accounts of clients resembles the experience of one in a Supermarket versus a Hawker. If the price tag of a lunchbox in Shoprite says 20k, you either pay the 20k or not. But when a hawker says that same item is 20k, you as a customer might not be content until you knock off at least 5-10k off the price. This may happen with your online business as well, because if the prices are off the table, that means they are up for debate as well. I can see how both options are favorable for different types of paying clients.

One disgruntled Tik Toker once got on the app to vent about people who come to purchase their products and just bargain the entire time, or ask for the prices, only to disappear; not be seen again. One comment argued they were worried vendors would charge according to who was asking, they didn’t feel safe that the price was constant for everyone who asked.

This phenomenon seems to leave out an important aspect, customer’s budgets and shopping habits. If you saw a gorgeous dress while scrolling down Instagram, and it had a hefty price tag on, you could just save the picture for later, and purchase when the paycheck falls through. Having to ask about something only for it to be out of your price range can be embarrassing to someone who was genuinely interested in buying. Not to mention the vendor badgering you in those DM’s in the name of “checking on you” (when in reality, you moved on!)

Brian Asiimwe sees it that way too. According to him, “There are very many sellers right now. The moment I say “how much is this?” and someone says “inbox” that’s the end of the conversation. When I’m driving into a Shell station, I won’t mind much about the price, which is already stated. There’s convenience, I can get more than just fuel there, tires, food, oil, I get that all. I’m buying convenience, I’m no longer looking at price as the determining factor.”

But all this is looking at things from the customer’s point of view. How about the business’? Some people state that leaving the price on is effective for getting engagement. When people constantly ask “how much?” and on every single comment they respond “see your DM” then the algorithm thinks there is a lot of interest in the post, pushing it to many more users, in effect becoming an easy advertising. It seems for Abryanz Collection, this almost works in the opposite. He always puts up the prices of his clothing and when someone sees a scarf worth a million shillings, they get to complaining in the comments section. This ends up pushing his posts out and they have more chance of meeting the eyes of those who are willing to put up that price.

Ronald, a social media guru agrees that this marketing strategy can work, and does work both ways, “Controversy sells a lot. Someone can put up a price tag of 1 million. Everyone is arguing about it so it will get traction.” He also sees an issue a customer may better face in private, “People remove prices also because potential customers might get scared of the prices. This allows someone to first get interest in the item and then look up the price later.”

Helena Nikita, a former Chartered Financial Analyst put it best when she stated, “Every entrepreneur should run their business how they want, and the free market will reward or punish them as it sees fit. If DM for price works for you, keep it. If people insist that it hurts your business, even better, that simply means they have identified a gap they can take advantage of and become successful themselves (if such an issue really has such a large effect)”

It looks like there is no real solution here. For some clients and vendors, DM for Price is more convenient for them, while others like to keep people in the know of what the product purchase entails. I’m a firm believer in Customer is King, and know that they will put their money where they feel most comfortable. What kind of online shopping experience do you prefer?

atwiine@satisfashionug.com