Price parity refers to pricing consistency across every channel a customer might encounter for the same product or offer — an ad, a landing page, an email, a checkout page all showing the same number.
Price parity breaks most often not through carelessness but through timing: a promotion ends on the website before the ad referencing it is paused, or a price update ships to one system before another. The result is the same regardless of cause — a customer sees two different prices for the same thing, which damages trust and, in regulated categories, can carry real compliance risk.