Quick Questions

Many event organizers fall into the trap of supposedly “fee-free” ticket systems because they believe they have no direct costs. In reality, however, the fees are often passed on to the end customer – sometimes with drastic consequences. Studies show that unexpected additional costs lead to abandoned purchases and diminish trust in the provider (Baymard Institute).
Customers are particularly sensitive to additional fees that only become visible in the shopping cart, as they perceive the unexpected extra costs as non-transparent and unfair. For some, this increased price could exceed their willingness to pay, causing them to abandon the purchase. Everyone else is obviously willing to spend more on the event – so why not increase the price yourself and keep the additional profit instead of passing on surcharges of up to 25% to the provider?

When comparing ticketing providers, event organizers should therefore not only look at the obvious service fees per ticket, but also scrutinize hidden cost structures. The aforementioned shopping cart fees are a crucial point. Some providers advertise with low or no ticket fees, but instead charge high payment or processing fees at checkout. This practice deprives event organizers of control over their pricing.
It is equally important to take a look at payment processing fees, which vary depending on the provider and are often charged per transaction. Set-up fees or monthly fixed costs should also be checked, as they can quickly become unprofitable, especially for smaller event organizers. A transparent fee structure means that the organizer knows exactly what costs to expect – and that the customer is not surprised by additional fees in the shopping cart.

A fair comparison will show you which solution is economically attractive both to you and to your ticket buyers.

If you want to forgo service fees per ticket, there are alternatives:

• Percentage share of the ticket price:
  The provider receives a fixed percentage per ticket sold
• Flat service fee per year:
  Organizers pay a fixed sum regardless of the number of tickets sold

Both options have their advantages and disadvantages. Percentage participation ensures that the fees are directly linked to the ticket price, though this can be expensive for high-priced events. Flat-rate fees are particularly worthwhile for organizers with high ticket volumes, as the costs remain predictable and do not increase with every ticket sold. Which solution is the best ultimately depends on the quantity and price of the tickets sold – a close look at your own sales figures will help you make the most economically sensible decision.