Getty Images Black Friday has passed and the Christmas shopping rush is underway, but bargain hunters face a new obstacle: automated bots. These constantly-running software programs have long plagued online retail, but the pandemic amplified the issue by increasing online demand and shifting shopping patterns. Retail bots scan websites for the exact moment items go on sale, alerting owners or automatically purchasing stock faster than humans can react.
The £449 PlayStation 5 is being resold online for £999, representing just the "tip of the iceberg," according to Thomas Platt of Netacea. Stock from cuddly toys to film collectibles is being snapped up, with niche audiences and high-profile launches being specifically targeted. Rob Burke, former director of international e-commerce for Game Stop, reports that at times more than 60% of traffic across hundreds of millions of daily visitors was bots or scrapers, especially before major launches.
This creates an ethical dilemma for retailers: while they want to shift product, if real customers cannot access stock, they will naturally go elsewhere. Advanced "sniping" bots issue alerts when items return to stock, while all-in-one solutions spot deals and automatically check out. The bot ecosystem originated in the limited-edition trainer market, where "cook groups" on Discord swap tips and strategies.
Some operators rent servers physically closer to target websites for a split-second advantage. Elite groups like Bounce Alerts Membership charge tens to hundreds of dollars, highlighting the exclusivity and competitive nature of the sophisticated bot market.
Source: Financial Times Companies · Summarized by HeadlinesBriefing