While researching another blog post today, I made a remarkable observation. German online retailer Zalando seems to practice considerable direct price discrimination. In Belgium, the exact same Nike shoe is priced at double the priced it is listed at in the UK. Normally it wouldn’t have caught my attention: the British pound has been subject to significant devaluation lately and a different market may imply a different supplier or fulfillment cost. A 100% markup can’t be explained by those arguments, though. Further snooping around revealed that the UK and Belgian sites must be selling the exact same physical shoes, as both list a single pair in size 12.5 available. Not exactly the consumer benefit you were expecting after eliminating boundaries and physical stores, now did ya?