Several times I’ve wanted to go to a restaraunt and then I try looking at the prices to see how much it costs and then I have to go to the checkout and order on their website to see how much the food I want is gonna cost when I just wanna look at the website instantly and know how much it’ll cost without having to checkout or click the order button and pretend I’m actually gonna order something
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Here’s a couple of reasons:
1) Every step you get closer to buying a product increases the chance of an actual purchase. So by making you actually put it in your cart, there’s some >0% of people who continue with the purchase that would not have bought if they’d seen the price up front.
2) Site scraping applications have a harder time getting prices from competitors when they are listed at the top level. For folks that care about slight differences in prices, they will never go to your site if you’re not the lowest listed price, so by having any price easily accessible they’re losing traffic.
3) Sometimes prices will vary by location, so some places won’t offer a price until they have your address, which is usually in the shipping process.
4) Some vendors have price protections in place that prevent resellers from advertising a price lower than their arbitrary price point. If the reseller sells below that price they can’t show that until it’s in the cart. Bose is particularly bad at that.
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