Serious questions are being raised about Sonos’ decision to prevent audio retailers from selling its products online, with some suggesting the Australian Competition and Consumer Commission (ACCC) should investigate.

Retailers speaking to ChannelNews claim the move could be an attempt by the struggling US company either to drive customers to its own website or to “hold up the price” of Sonos products. While ChannelNews is not suggesting Sonos is engaging in price-fixing, many industry insiders question why retailers are now barred from completing online sales of Sonos product with some suggesting that they are using dealers as a promoter of their brand hoping that consumers who want to shop online will go directly to the Sonos site a move that eliminates Sonos having to pay a retail margin to the specialist audio channel.

JB Hi Fi whose management would not accept the terms that are being forced onto specialist audio dealers are allowed to sell directly.

One dealer said, “We stock the products and list them on our site, but we are banned from selling them online.”

Another explained, “Sonos told us we could promote their products online, but we can’t actually sell them. We’re losing business because there are consumers who know the brand and want to buy online. Instead, they go straight to the Sonos website, where Sonos collects their details and the sale, and then markets directly to them.”Sonos Era100 Pro

“This needs to be investigated, because we are being screwed” the retailer added.

A long-time Sydney dealer went further, saying, “This appears to be Sonos’ way of capturing online sales so they don’t have to pay retailers a margin. But the strategy is backfiring. What used to be a premium brand is now selling at McDonald’s prices because of heavy discounting across Sonos speakers.”

Sonos has not responded to requests for comment.