Scalpers and the challenge of fair access — Nurul Fardini Zakaria

On September 9, the issue of limited reservations and the concept of scalping comes to the forefront. Scalping occurs when someone obtains a limited product, ticket, or reservation with the intention of reselling it at a higher price. This practice has become easier thanks to the digital economy, as reservations can now be secured online in seconds and then offered for resale through various online channels.

For consumers, this creates a dilemma. Those prepared to pay the original price may now have to decide whether to pay more to a third party or give up the opportunity entirely.

The fairness of access to limited products and services becomes a pressing concern. Scarcity can influence consumer behavior, creating a sense of urgency and fear of missing out (FOMO). This can lead consumers to act quickly, even if the purchase is not worth the additional cost. For businesses, scalping raises important considerations regarding fairness and trust. While creating demand is part of marketing, the way limited access is managed can greatly affect how consumers perceive the transaction.

The impacts of scalping extend beyond higher prices. Buying from unofficial sellers can lead to uncertainty about the legitimacy and validity of the reservation, potentially resulting in financial losses and disappointment. Over time, repeated experiences of unclear or risky resale practices can erode consumer confidence in online transactions. Fair access involves more than just price—it includes transparency, security, and confidence in the purchasing process.

To address the scalping problem, businesses, digital platforms, and consumers all have a role to play. Businesses can implement measures such as identity verification, reasonable booking limits, deposits, waiting lists, and clear rules on transferring reservations. Digital platforms can enhance reporting mechanisms, provide warnings about unofficial transactions, and identify unusual booking or resale patterns.

Consumers should also be cautious, verifying sellers, checking the legitimacy of reservations, and considering whether paying a premium is worth the risk.

Ultimately, fair access is crucial for building consumer trust in the digital marketplace. Businesses must consider the entire consumer experience, not just the immediate benefits of high demand. Consumers should take a moment to ensure that their purchases are made in a fair and legitimate manner. By working together, stakeholders can help create a more equitable and trustworthy digital marketplace.