Undercutting is one of the primary economic concepts that sellers utilize in Final Fantasy XIV, knowingly or not. Undercutting is simply offering a good or service for cheaper than a competitor. This by itself isnât bad, and is in fact a large part of how the economy returns to equilibrium. However, Predatory Pricing, the type of undercutting most commonly utilized in game, is an extremely harmful practice to the economy, and should be avoided in all circumstances.
The most common instance of this occurring in-game is a single gil undercut, where a seller will look at the marketboard, and sell their good for one gil less than the lowest seller, in order to sell faster. This can also be expanded to a much larger scale, where sellers can hoard many materials and flood the market at a lower price, sometimes with a gap of more than a thousand gil in an attempt to control it.
Viewing undercutting as profitable isnât exclusive to the Final Fantasy XIV community, but is also widely believed in the MMO community. In this World of Warcraft forums, a player says âI'll almost always take the lowest price I see on the [market] and basically put my items up for between half and 2/3's of that price⊠If you are consistently undercut, I'd say you need to adjust your perception on an item's value.â Because equilibrium naturally settles, selling that far below the lowest value only serves to drive the economy down with no gain. The seller turns less of a profit, and purposelessly brings down the value of a market.
There are also many quantifiable disadvantages to undercutting. Predatory pricing is illegal in the real world for that reason. It leads to price wars, in which two or more parties drive down their prices in a market in order to drive the other out. Undercutting makes markets more vulnerable to monopoly, where one party will be in full control of pricing and supply. The issue with undercutting in this type of market is that there arenât any costs to maintain business, and so nobody can sustain a market for long enough to force another out to gain profit in the long run. In essence, sellers only manage to drive the value of their markets down in the long run without accomplishing any profit in the short or long run.
The only upside to undercutting is consumer side, which is counter intuitive to the view that undercutting benefits the seller. It can give consumers leverage over the market, enabling them more choice when shopping around. However, those benefits are extremely limited in a formatted economy like the market board, and so the buyerâs control is limited to the normal workings of equilibrium.
In conclusion, undercutting serves no purpose but to lower the value of the market in the long run. Lazy and predatory pricing lead to a smaller profit in the short run, and donât accomplish anything productive or conducive to business in the long run besides decaying the economy.
Sources: https://www.investopedia.com/terms/p/predatory-pricing.asp
https://www.investopedia.com/terms/p/price-war.asp
https://us.battle.net/forums/en/wow/topic/1765533001