SEPT 9 — Getting a limited reservation can feel like a race. A booking opens, demand rises immediately, and within minutes the available slots may be gone. The frustration becomes greater when the same reservation later appears through an unofficial channel at a much higher price. This is where the term scalper comes into the picture. A scalper is someone who obtains a limited product, ticket or reservation with the intention of selling it again at a higher price.

Scalping is not a new practice, but the digital economy has made it much easier and faster. Reservations can be secured online within seconds and then offered for resale through social media, messaging applications or other online channels. When demand is much higher than the available supply, a limited reservation can quickly become something that is traded for profit.

For consumers, this creates a difficult situation. Someone who was prepared to pay the original price may suddenly have to decide whether to pay more to a third party or give up the opportunity altogether. This raises a more important question about whether consumers are being given a fair chance to access products and services that are already in limited supply.

When scarcity changes consumer behaviour

Scarcity can influence the way consumers think and make decisions. When something is difficult to obtain, people may perceive it as more valuable and feel pressured to act quickly before the opportunity disappears.

This is where fear of missing out, or FOMO, can influence consumer behaviour. A person who would normally refuse to pay a premium may reconsider when the original option is no longer available. The urgency created by scarcity can make consumers focus more on securing the opportunity than on whether the purchase is actually worth the additional cost.

For businesses, this is an important consideration. Creating demand is part of marketing, but the way limited access is managed can also influence how consumers perceive fairness and trust.

The cost goes beyond paying more

The most obvious impact of scalping is the higher price paid by consumers. However, the problem does not end there. Buying from an unofficial seller can also create uncertainty about whether the reservation is genuine, valid or even available.

This can be particularly damaging when consumers become victims of fraud. A transaction that initially appears to offer a solution may instead leave consumers with financial losses and disappointment.

The consequences can also extend beyond an individual transaction. When consumers repeatedly encounter unclear or risky resale practices, their confidence in online transactions may decline. From a consumer welfare perspective, fair access therefore involves more than price. It also involves transparency, security and confidence in the purchasing process.

Everyone has a role to play

There is no single solution to the scalping problem. Businesses can begin by reviewing how limited reservations are released and managed. Measures such as identity verification, reasonable booking limits, deposits, waiting lists and clear rules on transferring reservations could reduce opportunities for abuse.

Digital platforms also have an important role. Better reporting mechanisms, warnings about unofficial transactions and systems that can identify unusual booking or resale patterns could help consumers recognise potential risks before making a payment.

Consumers themselves need to be cautious as well. The desire to secure something that is difficult to obtain can sometimes lead people to make decisions they would not normally make. Before paying a third party, consumers should check the seller, verify whether the reservation can legitimately be transferred and consider whether paying a premium is worth the risk.

Where deception or fraud is involved, relevant authorities also need to ensure that consumer protection keeps pace with the way transactions are increasingly taking place online.

Fair access builds consumer trust

The discussion about scalpers points to a wider issue in the digital marketplace. When demand is high and supply is limited, the way access is managed becomes part of the consumer experience. Consumers remember not only what they bought, but also whether the process felt fair.

Businesses therefore need to look beyond the immediate benefits of high demand. A popular product or service can generate excitement, but a reservation system that consumers perceive as easily manipulated may eventually affect trust.

Consumers also have a part to play. Not every scarce opportunity needs to be pursued at any price. Taking a moment to verify a seller, compare options and consider the real value of a purchase can prevent a moment of FOMO from becoming a costly mistake.

Scalping may begin with a limited reservation, but its consequences can extend much further. It can raise questions about fairness, consumer protection and trust in the digital marketplace. Businesses can provide fairer systems, platforms can strengthen safeguards, consumers can make more informed decisions and authorities can ensure that protection remains relevant.

Ultimately, fair access should not be something considered only after consumers encounter a problem. It should be part of the purchasing experience from the very beginning.

* Dr Nurul Fardini Zakaria is a Senior Lecturer in Marketing at the School of Business Management, Universiti Utara Malaysia (UUM), with expertise in consumer behaviour, digital marketing, sustainable consumption and consumer welfare.

** This is the personal opinion of the writers or publication and does not necessarily represent the views of Malay Mail.