Living with the Internet: Online shopping
Living with the Internet: Online shopping

This free course is available to start right now. Review the full course description and key learning outcomes and create an account and enrol if you want a free statement of participation.

Free course

Living with the Internet: Online shopping

2.1.1 What's 'Buy It Now'?

The Buy it Now button from eBay. It reads 'Buy it Now' in a slanted font with 'whiz lines' suggesting speed; the word Now is highlighted in red.
eBay buy-it-now

In addition to the current bid price, you will notice that some items have a different (higher) price labelled 'Buy It Now' and some items only have a 'Buy It Now' price. What this means is that eBay has evolved from a pure online-auction site to one which creates a mixed auction-plus-retail and retail-only marketplace.

Where an auction also lists a 'Buy It Now' price, you can terminate the auction and secure the item by clicking on the link. What you are effectively doing is making a trade-off between (i) the possibility of buying the item at a lower price through the bidding process (remember you may be outbid at the very last minute and not get the item), and (ii) the certainty of getting it – but at a higher price.

If there is only a 'Buy It Now' label on an item, then it is not being auctioned, but simply being sold online. eBay in this case is merely functioning as a kind of online bazaar in which stallholders retail their wares without having to set up their own e-commerce (that is, business carried out through the internet) sites.


Take your learning further

Making the decision to study can be a big step, which is why you'll want a trusted University. The Open University has 50 years’ experience delivering flexible learning and 170,000 students are studying with us right now. Take a look at all Open University courses.

If you are new to university level study, find out more about the types of qualifications we offer, including our entry level Access courses and Certificates.

Not ready for University study then browse over 900 free courses on OpenLearn and sign up to our newsletter to hear about new free courses as they are released.

Every year, thousands of students decide to study with The Open University. With over 120 qualifications, we’ve got the right course for you.

Request an Open University prospectus