What does underselling mean?
Underselling means selling something at a lower price than its normal market price, the price the seller might otherwise ask, or the price charged by a competitor. It can also describe a person’s failure to promote their own worth, as in the familiar figurative expression about underselling oneself, which may suggest excessive modesty or ineffective self-promotion. The word is used in ordinary business, retail, employment, and everyday figurative contexts in both British and American English. As a noun, underselling names the practice or result of selling too cheaply; as a verb form, it describes the action in progress. Unlike simply saying “selling,” underselling emphasizes an unfavorable or questionable comparison: the seller receives less money than possible, charges less than a competitor, or communicates less value than one possesses. The prefix under- makes this imbalance explicit. Although it is related to discounting and undercutting, discounting may be a deliberate promotional strategy, whereas underselling more often suggests that the price or valuation is too low.
The practice of selling a product or service for less than its usual or expected price, or for less than a competitor charges.
"The shop avoided underselling by matching the lowest price offered by its competitors."
Usually used as a mass noun. A countable plural is possible but uncommon.
To sell something at a lower price than its usual or expected price; figuratively, to undervalue oneself or one's abilities.
"She was accused of underselling her work by accepting less than the going rate."
This is the present participle of undersell, and it can be used either literally or figuratively.
Rare as a countable plural; the noun is normally used as a mass noun.
"The auction house was criticized for its repeated undersellings of rare books."
Underselling cuts the price—but can also cut the seller's profits.
Reviewed by Deb Chak, Editor. AI-assisted content curated by RJS Tech Solutions LLP.
Etymology of underselling
Underselling is the present participle and gerund form of undersell, an English compound formed with the prefix under-, meaning “below” or “to a lower degree,” and the verb sell. The verb descends from Old English sellan, while the prefixed compound developed to express selling below the usual or expected price. Its later figurative sense, particularly in the expression “undersell oneself,” extends the idea of offering less value than one possesses.
Related word forms
How underselling is actually used
The word is common in business, retail, employment, and everyday figurative English in both British and American usage. It often implies that the price or self-presentation is too low, although competitive undercutting may be intentional rather than accidental.
Easily confused with underselling
Underselling concerns selling something below an appropriate price, whereas understating means representing a fact or quality as less important or smaller than it really is.