The difference in Takealot's Phillips S7530/50 shaver price on Monday compared to Friday (supplied)
  • Online retailer Takealot has denied that it fixed its prices to make Black Friday discounts seem bigger than they were.
  • This after consumers posted pictures online showing how prices changed from Monday. 
  • Takealot said prices change constantly due to supplier price, benchmarking to competitors, and whether it sells products directly. 

Takealot, the country’s largest e-commerce platform, has denied allegations that it bumped up prices in the week prior to Black Friday to make discounts look bigger than they actually are.

The company says its prices fluctuate continually due to a number of external factors, which may have given that impression.

This after consumers accused the platform of raising prices before activating specials, posting screenshots of how prices changed since Monday.

See also LIVE: Everything we know about Black Friday, including the big deals still up for grabs

Twitter user @Tumelo_Mdaka posted two pictures of how a Nikon D5300 24.2MP DSLR Twin Lens Value Bundle cost R7,489 on Monday, compared to R8,489 on Friday. 

“Meaning [TakeALot] increase prices just before Friday so they look like they drop by the time the sale comes,” @Tumelo_Mdaka said.

@danie10 tweeted that the Huawei Mate 29 Lite cost R7,999 in the days leading up to Black Friday, but at 00:30 on Friday it cost R8,499 and by late morning R8,999.

In one incident, sent to Business Insider South Africa, screenshots show how the price of a Phillips S7530/50 shaver jumped from R1,799 on Monday to R2,319 on Friday. 

Takealot’s chief marketing officer Julie-Anne Walsh said prices regularly shift due to a change in supplier price, how prices are benchmarked to competitors, and whether Takealot sells a product directly or on behalf of a seller using its platform to reach customers.

See also: These are the most popular online Black Friday deals among shoppers - and there are some surprises

“What we can confirm is that our Blue Dot Sale discounts (Takealot’s Black Friday deals) are legitimate - in other words, at a lower price point than the regular list price,” Walsh told Business Insider. 

She said the platform has already seen a record number of visitors on Black Friday morning with transactions worth over R11.5 million. 

Takealot’s Blue Dot Sale continues throughout the weekend up until Tuesday, with hundreds of new deals added every day.

Business Insider SA is part of Naspers-owned 24.com. Takealot and Superbalist are also in the Naspers stable.

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