What is the reference price on eMAG and how is it calculated?
The reference price is the prior price shown next to a reduced price. The EU rule (the Omnibus Directive) requires that an announced price reduction be stated against the lowest price the trader applied in the 30 days before the reduction. It is not the catalogue price, nor the manufacturer's recommended price.
Short answer
- The prior price = the lowest price the trader applied in the 30 days before the reduction.
- The rule comes from the EU Omnibus Directive (2019/2161), transposed into Romanian law.
- Its purpose is to stop the price being inflated before a campaign so that the reduction looks larger.
- If the price did not change in the last 30 days, there is no real reduction against it.
The Omnibus Directive and what it requires
Directive (EU) 2019/2161, applicable since 2022, requires that when a trader announces a price reduction it also indicates the prior price, meaning the lowest price applied in the 30 days before the reduction. The rule applies to traders in general, so also to online sellers. For application details, consult the legal text in force or the consumer protection authority.
How to read the prior price: examples
- A product cost a steady 500 lei for 30 days. The prior price is 500 lei, and a new price of 450 lei means a 10% reduction.
- A product cost 400 lei, rose to 600 lei 5 days ago and now costs 500 lei. The lowest price in 30 days is 400 lei, so 500 lei is not a reduction against it.
- The prior price is not the manufacturer's recommended price, but the lowest price the trader applied in that period.
How the prior price is determined and what reduction results, in three situations
| Price movement over 30 days | Prior price | Reduction against it |
|---|---|---|
| A steady 500 lei throughout | 500 lei | A new price of 450 lei = a 10% reduction. |
| 400 lei, raised to 600 lei five days ago, now 500 lei | 400 lei, the 30-day minimum | None: 500 lei is above 400 lei. |
| The price did not change at all | Equal to the current price | No reduction against it. |
Common mistakes about the prior price
- Confusing the prior price with the catalogue price or the manufacturer's recommended price.
- Assuming every crossed-out price shows a real reduction: it is worth checking how the price moved before.
- Not checking the history: a short rise before a campaign can make the reduction look larger.
How 4pricing helps
4pricing does not compute or certify any shop's legal prior price. What it does is keep the history of the prices it records at each scheduled check (every 6 hours by default), with date and time. This history can help you compare the crossed-out price on the page with what 4pricing recorded for that product while you were tracking it. You can set alerts on conditions you choose, for example a price below a value or a percentage drop; they are evaluated at the scheduled checks.