In principle, the retailer is obliged to sell at the displayed price. The displayed price is the total price to be paid by the consumer, including VAT and all other compulsory taxes or services.
THE PRICE PAID DOES NOT CORRESPOND TO THE DISPLAYED PRICE
When there is a difference between the price displayed in the shop and the price displayed at checkout, the less expensive price is the price applied.
THE DISPLAYED PRICE IS INCREDIBLY LOW
When the displayed price is obviously a mistake, the retailer may refuse to sell you the goods (e.g. a television set whose normal market price is €299 is displayed at €29.9).
The online price is different to the in-store price
A retailer may apply different prices from one store to the next and this also applies to products sold online. This can be justified by different costs (local taxes, rents, logistics organisation) or out of a desire to adapt to competitors’ prices in a particular area.
However, there are limits. When a product is promoted in a flyer which is widely distributed, the price must be applied consistently in the points of sale concerned. Equally, when a retailer announces a uniform pricing policy (omnichannel), it must align with the lowest price.