How to get the best price when shopping online

1. Use comparison sites to find the best deal

You probably know you should shop around to find the best price, and the good news is there are tools that can do the hard work for you – but there are also things you need to be aware of.

Price comparison sites such as Google Shopping, PriceRunner and PriceSpy will check prices (including delivery charges) on multiple websites. You can be as specific or as vague as you like: if you know the exact brand, model and colour you're after, the results will be very on point; if you're at the beginning of a buying journey and just want an idea of prices, you can use much looser search terms.

It's worth checking multiple comparison sites, though, as previous Which? research has found that they sometimes display different prices for the same items at the same retailers.

2. Don't be duped by a 'was' price

It's natural to get excited when you see a big saving, and one of the most common types of online discount is 'was/now' pricing. 

But sometimes the 'was' price isn't all it seems, and the discount is less than it first appears. Our investigations have uncovered a range of tactics retailers use that could, in some cases, be misleading.

We analysed the pricing history of 1,617 TVs with 'was/now' pricing at four major tech retailers between February 2024 and February 2025, and found a slew of dodgy TV deals. Of these, 56% had at least one intervening price between the sale price and the advertised 'was' price, and some had many more. This could mean price-reduction claims give a false impression of savings, as the 'was' price didn't reflect the most recent previous price. 

For example, the LG OLED65B46LA 65-inch 4K TV was available for £1,499 in November 2024. Its ‘was’ price was shown as £2,499, so you might think you were getting a 40% saving, which would be great. However, it had also been for sale at seven different prices since that ‘was’ price – all lower than £2,499, so the real saving is less impressive.

Also, be aware that sometimes the higher price may be an RRP (recommended retail price). This is suggested by the manufacturer and doesn't mean the retailer has ever actually sold the product at that price.

To check a product's pricing history, try using CamelCamelCamel for Amazon and PriceRunner for wider market coverage.

3. Consider product seasonality

Some products follow a predictable seasonal pattern, so you're more likely to find a bargain at certain times of year.

For example, new TV models are usually released between April and July each year. When a model has just been released, it will be at its most expensive. If you wait until later in the year, the hype will have died down – along with the price. You could even wait until the new lines are released and pick up a previous year's model for a knockdown price.

Retailers also follow patterns. We previously found that John Lewis, for example, had more items on promotion in November than in any other month. And, of course, nearly all retailers offer plenty of discounts on Black Friday (at the end of November) and in the January sales.

4. Search for discount codes

Try Googling the name of the site you're buying from with the words 'discount code', and more often than not you'll find several websites claiming to offer codes that will save you a hefty amount with your chosen retailer. 

This can be trial and error, as the best codes tend to expire or apply only to certain ranges on a retailer's website, but a working discount code can save you a significant amount.

You simply copy the code and then paste it into the promotional code box when checking out on the website you're shopping with.

5. Join the mailing list

Retailers often offer a discount on your first purchase if you sign up for their mailing list.

You can always unsubscribe once you've got the code and made your purchase, or set up an email account or folder specifically for promotional emails you don't particularly want to read. 

It can also be worth following your favourite brands on Facebook, Instagram, TikTok and X so you're the first to find out when they're launching new sales. There might also be competitions you can enter to win free stuff.

Make sure to also sign up to the Which? deals newsletter. It contains our expert tips on deals and advice to help you grab genuine bargains. It's sent monthly and more often during the sales.

6. Abandon your cart

When you're shopping online, create an account with the retailer and make sure you're signed in, then add what you like to your basket, go to the checkout and leave the website without completing your order.

This is what marketing types call an 'abandoned cart'. It will sometimes trigger an email to be sent to you, often containing a discount code to tempt you into returning and completing your purchase.

7. Check loyalty schemes 

Love them or hate them, retailer loyalty schemes are often the most reliable way to get a discount when shopping both online and in-store. 

Many retailers now offer member-only discounts, including supermarkets, Boots and Superdrug. AO also has a scheme, although you have to pay to join it. Find out how loyalty schemes compare. 

However, don't let a loyalty discount tempt you into buying a product you weren't already looking for without doing some extra research, as we've found that loyalty discounts are sometimes less impressive than they appear.

• Find out more: hundreds of loyalty deals at Boots and Superdrug ‘risk being misleading’ 

8. Earn as you spend 

Free-to-use cashback sites such as Quidco and Topcashback offer deals at more than 4,000 retailers.

Signing up could get you access to bigger discounts than you’ll find elsewhere, and cashback on your purchases.

Another option is to use a cashback credit or debit card, which lets you earn rewards on your spending.

9. Check the delivery and return fees

Delivery and return costs can add up, so consider them before you buy. 

Retailers can charge a return fee, but usually have to reimburse your standard delivery fee if you make a return.

In our investigation into the returns policy and practices of the 17 biggest online shops, we found several big-name retailers failing to reimburse delivery fees.

• Find out more: big-name retailers breaking the law on returns

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10. Don't base your decision on price alone

Here, we've been telling you all about getting the best deal – but it would be a mistake to choose a product based on price alone.

Unless you're buying something where quality genuinely doesn't matter, it's always best to choose the product first and then find the best price, rather than the other way round.

Check reviews before you buy (just watch out for the fake ones), and go from there.

Which? reviews thousands of home, tech and baby products every year, and we also review the best retailers to make those purchases with, so visit our site before you buy to be sure you're purchasing a product that will work and, importantly, last.

Members can also use Ask Which? to research products and compare features. The new AI tool has access to our reviews so you can trust the answer it gives you. If you're not a member, you can join Which? for full access to Ask Which?. 

• Find out more: how to spot a fake review