August 6, 2025

Why Some Retail Stores Block Internet Access: The Battle Against Price Comparison Shopping

In today’s hyper-connected world, it’s second nature for shoppers to pull out their smartphones in-store and check online prices before making a purchase. But some retailers are pushing back—by restricting internet access within their stores. Whether through limited Wi-Fi, blocked websites, or weak signal zones, these practices are often designed to prevent one key behavior: price comparison shopping, or what the industry calls “showrooming.”

What Is Showrooming?

Showrooming refers to the growing trend where customers visit physical stores to see, touch, or try a product in person—but then buy it online, often at a lower price. While shoppers may see this as savvy consumer behavior, many retailers view it as a threat to their in-store sales and profitability.

Why Retailers Restrict Internet Access

Here are a few key reasons retail businesses might limit online access inside their locations:

1. Preventing Lost Sales

Retailers worry that when customers compare prices on Amazon or other platforms, they’ll abandon the in-store purchase in favor of a cheaper online deal. By limiting internet access, they hope to encourage shoppers to buy immediately, without the temptation to shop around.

2. Protecting Profit Margins

Online retailers often operate with lower overhead and can afford to offer deeper discounts. Brick-and-mortar stores, on the other hand, bear the costs of rent, staffing, and inventory. Blocking price comparisons helps preserve their markup and prevent endless price-matching battles.

3. Controlling the Shopping Experience

By reducing distractions, retailers aim to create a focused, curated shopping environment. When shoppers are less tied to their phones, they're more likely to engage with in-store displays, ask questions, and form an emotional connection to the product.

4. Data Privacy and Network Security

Some retailers argue that internet restrictions are in place to protect their networks from cyber threats or misuse. Public Wi-Fi networks are vulnerable, and limiting access can help minimize risks associated with open connections.

5. Encouraging Use of Store Apps

Retailers may offer their own Wi-Fi networks but direct shoppers to use branded apps or digital tools instead of browsing freely. This gives them more control over the customer experience—and valuable access to user data.

Is It Legal?

Yes. Retailers are within their rights to control the use of private Wi-Fi networks. However, deliberately jamming cell signals is illegal under U.S. federal law. That means while they can limit their own Wi-Fi access, they cannot block your personal cellular data connection.

A Shift in Strategy: Embracing Transparency

Not all retailers take a restrictive approach. Brands like Best Buy, Target, and Walmart have adapted by offering price matching, exclusive in-app deals, or blended online/in-store experiences. By embracing transparency and leveraging their physical locations for fast fulfillment or personalized service, these retailers turn comparison shopping into a competitive advantage.

Conclusion

While blocking internet access may offer retailers a short-term way to prevent lost sales, it raises questions about customer trust and transparency. In an age where consumers expect instant information and open access, forward-thinking brands are finding ways to coexist with comparison shopping—rather than fight it.