Can Websites Change Prices Once Ordered?

Advertised Prices Are Not Binding Contracts

When you see a price on a website and click to buy, you might assume the deal is done. In practice, UK law generally treats advertised prices as an invitation to treat, not a firm offer. The seller is inviting you to make an offer, which they can then accept or decline.

This means a retailer can often refuse to sell at an incorrect price, even after you have placed your order. Until the seller formally accepts your order, no contract typically exists between you. However, the Consumer Contracts Regulations 2013 provide additional protections for distance selling, and situations where retailers make specific confirmations may create binding obligations.

When Does a Contract Actually Form?

The timing varies between retailers, but a contract typically forms when the seller sends a dispatch confirmation or actually ships the goods. An automated order acknowledgement is usually just that: an acknowledgement that your order has been received, not an acceptance of the sale.

Most retailers state in their terms and conditions exactly when acceptance occurs. It is worth checking these if you are unsure. If a company spots a pricing error before dispatch, they may cancel the order and refund any payment taken.

This principle also applies to physical retail stores. If an item is labelled incorrectly on a shelf, the shop can remove it rather than sell at the wrong price. However, consumer expectations and specific circumstances can complicate matters, and the Consumer Rights Act 2015 provides protections against misleading practices and unfair trading.

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What Happens With Pricing Errors?

Retailers will sometimes honour a mistaken low price as a goodwill gesture, particularly larger companies concerned about customer relations. However, this is generally their choice rather than a legal requirement.

If you have paid and the order is later cancelled due to a price error, you are entitled to a full refund. The retailer cannot keep your money for goods they have declined to supply. If you have incurred costs or made commitments based on the order, you may have grounds to contest the cancellation, particularly if terms were not transparently communicated.

If a price appears unusually low, it may indicate an error. Retailers will often treat such orders as void once the mistake is discovered.

Your Options If This Happens

If a retailer cancels your order due to a pricing mistake, you can:

• Request a full refund if payment has been taken
• Ask the retailer to honour the price as a goodwill gesture
• Shop elsewhere if you are unhappy with their response

You may wish to check the retailer's terms and conditions to understand their policy on pricing errors. Many state clearly that they reserve the right to cancel orders where prices are incorrect.

If you believe pricing was systematically misleading rather than an isolated error, you can report this to Trading Standards through the Citizens Advice consumer helpline. Deliberately deceptive pricing may breach consumer protection rules, though honest mistakes are handled differently under the law.

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