Walmart has started charging higher prices online than in-store in order to save on shipping costs and push shoppers to physical locations. The company is experimenting with a system that raises prices on items that would otherwise be unprofitable to ship. It is also trying to push bulk purchases to increase order sizes which are more profitable to ship. While the logic of this move is indisputable from a economic point of view, it runs the risk of deterring customers from shopping online since it may appear to betray Walmart's low-price reputation. Walmart has been engaging in an effort to increase its cross-channel business.