One in six people ended up buying something they didn’t want, need or came to regret because of online shopping traps used by some retailers.

This is according to new research by Citizens Advice released last month.

Online tactics commonly used include auto-renewing subscriptions and ‘drip pricing’ techniques – where a website or app hooks a shopper in with headline prices, only to reveal at the checkout the real price is higher when necessary add-ons are factored in.

These tactics, while legal, are catching shoppers off guard and leading to serious buyers’ remorse.

At a time of mounting financial pressures on households, these online shopping traps cost consumers almost £2.1 billion last year.

Citizens Advice reveals the top five online shopping traps used by retailers in the last year:

Misleading or difficult to find information

A company is selective in what information it presents about a product or service. For example, this might mean labelling a product a ‘best value’, when the retailer also sells cheaper versions.

Drip Pricing

A website or app leads with a headline price, but at checkout the final price is higher once necessary conditions are applied. This makes it harder for consumers to compare prices across retailers.

Subscription traps

A website or app offers a subscription, often as a free trial, but consumers either didn’t fully understand what they’re signing up for, or don’t realise this will automatically roll into a paid subscription.

Limited stock claims

A website or app shows something as ‘low in stock’ or popular (‘100 people looked at this in the last 24 hours’).

These scarcity tactics can result in consumers making quick decisions and spending more than they intended to.

Countdown timers

Similar to limited stock claims, this pressure tactic involves having a countdown timer for when a sale ends.

To contact Citizens Advice North Herts or Citizens Advice Stevenage you can ring the Hertfordshire AdviceLine on 0800 144 88 48.

Opening hours are 10am to 9pm Monday to Wednesday, 10am to 8pm Thursday and Friday, and 10am to 4pm on Saturday.