Over the past decade, Bangladesh’s online fashion market has expanded rapidly, largely driven by the rise of social media-based businesses.
Facebook pages, Instagram shops and established e-commerce platforms have together created a vast but largely unregulated marketplace.
With low entry barriers, thousands of small entrepreneurs have joined, resulting in a complex pricing structure in which the same product is often sold at different prices across platforms.
According to the Bangladesh Telecommunication Regulatory Commission, the country now has around 140 million internet users, significantly strengthening the foundation of digital commerce.
Taking advantage of this growth, both small social media sellers and large platforms like Daraz Bangladesh have expanded rapidly.
However, this growth has also brought challenges, including inconsistent pricing, varying delivery charges and a lack of transparency, which are gradually eroding consumer trust.
Observations of Dhaka-based online markets show that many Facebook pages sell identical or visually similar clothing at different prices.
For example, a women’s kurti priced at Tk850–900 on one page may cost as much as Tk1,200–1,400 on another.
Even on Daraz, where prices may appear lower, differences in seller ratings, product quality and delivery charges are common.
In economic terms, this phenomenon is known as “price dispersion,” which typically occurs in markets where information is incomplete and regulation is weak.
Delivery charges have also become a major source of confusion. Reports from the e-Commerce Association of Bangladesh indicate that a significant portion of customer complaints relates to unclear delivery costs.
Many sellers advertise “free delivery,” but the cost is often included in the product price.
Others display lower prices initially and later add Tk100–150 as courier or handling fees, which are not clearly mentioned beforehand.
As a result, it becomes difficult for consumers to compare actual prices.
This lack of transparency directly affects the consumer experience.
Meherin Anjum, a private university student from Dhanmondi, said: “I found the same kurti listed at three different prices across pages, with varying delivery charges. Ultimately, the product I purchased did not match the quality shown in the picture.”
Similarly, Sharif Mahmud, a third-year student at Dhaka University, shared his experience of being misled by a Facebook advertisement.
He said: “A few days ago, I came across a Facebook advertisement stating that earphones were available for Tk20, with cash on delivery bringing the total price to Tk120. However, I was asked to pay Tk20 in advance.
“Thinking it was a good deal, I sent the advance payment, but I never received the earphones. Later, I realized it was a scam. Many people like me may have fallen into such traps because of the low price.”
Another consumer, Mou Islam from Azimpur, said: “Although online shopping initially seemed affordable, it has now become difficult to trust. The same product images appear on multiple pages, making it hard to identify authentic sellers, while concerns about price variation and product quality continue to grow.”
Analysis by the Consumers Association of Bangladesh also suggests that many consumers have faced issues such as low-quality products or fraudulent transactions at least once.
From the sellers’ perspective, however, price differences are not always unjustified.
Many argue that products are sourced differently—some directly from factories, while others pass through multiple intermediaries such as wholesalers or resellers.
Each stage adds costs and profit margins, leading to variations in final prices.
Additional expenses such as photoshoots, packaging, branding and customer service also influence pricing strategies.
A New Market-based seller, Rashid, said not all price differences are legitimate. According to him, some sellers intentionally set higher prices based on trends or customer psychology, especially when a design becomes popular.
He said: “In some cases, the perceived value of a product is increased through branding, even if the actual quality remains similar. Product images often do not match the delivered items, which further contributes to mistrust in the market.”
On the other hand, another wholesaler, Rahman, said price variation is a natural outcome of different sourcing channels and target customers. While some buyers prioritize lower prices, others are willing to pay more for better service and brand value.
The rapid growth of Bangladesh’s e-commerce sector has made the situation more complex. According to Statista and the e-Commerce Association of Bangladesh, the market size reached approximately $3–3.5 billion in 2025–26, with the fashion sector holding the largest share.
However, this expansion has not been matched by improved transparency.
Data from Bangladesh Bank suggests that a large portion of transactions still relies on cash on delivery, making delivery charges variable and giving sellers more flexibility to add hidden costs.
At the core of this issue lies information asymmetry. Consumers rely on images, limited descriptions and reviews, but the same images are often used across multiple pages, making it difficult to verify product authenticity or quality.
Dr Mahbub Rahman, professor of economics at the University of Dhaka, said: “The main problem in this market is the imbalance of information. Sellers know far more about the product than buyers, and this gap allows them to influence pricing.
“In online markets, where physical inspection is not possible, sellers often create a ‘perceived value’ that may exceed the product’s actual quality.
“Stronger regulatory monitoring and a more transparent flow of information are necessary to reduce such pricing disparities.”
Md Didar Hossain, assistant director of the Administration-1 Branch at the National Consumer Rights Protection Directorate, said: “A structured pricing framework has yet to be fully established in the online market. While the government has taken steps to improve accountability through policies and monitoring, more consistent enforcement is still needed.
“Efforts are being made to ensure accurate product information, protect consumer rights and control misleading advertisements.”
Meanwhile, the Directorate of National Consumer Rights Protection has conducted drives against online fraud and deceptive practices. However, experts believe that isolated actions are not enough.
They argue that clear disclosure of final prices, delivery charges and return policies must be made mandatory to rebuild consumer trust.
The issue of “same product, different price” in Bangladesh’s online fashion market reflects deeper economic and structural challenges.
Rapid market expansion, weak regulation, information asymmetry and complex supply chains have all contributed to this lack of transparency.
Without effective regulation and accountability, this growing trust deficit may have long-term negative consequences for the country’s e-commerce ecosystem, experts said.
