Online retail giant Wiggle mistaken advertises cassettes at nearly ten times their retail price

When pricing for the new Shimano Dura-Ace R9100 groupset was revealed a couple of months ago, it was just as expensive as we expected. However, a Wiggle pricing mistake briefly saw things taken to the next level, with a cassette on sale for £2,200.

The 12-28t Dura-Ace cassette, which has an RRP of £219.99, seems to have accidentally been priced up with a slip of a finger by a Wiggle employee, inserting an extra 1 into the price to bump it up to £2119.99.

After customers posted screenshots of the pricing slip up on social media, Wiggle responded that although customers “might have a tough time finding it cheaper” it would stand by its Price Match promise, matching the price of any identical product sold by rival retailers.

Watch: Shimano Dura-Ace R9100 – first ride


The 12-28t model of the Dura-Ace R9100 cassette has now disappeared from the Wiggle website, although there are still 11-30t, 11-28t, 11-25t, and 12-25t options available to buy, priced at between £209.99 and £229.99.

Pricing slip-ups such as this are far from unheard of, with Halfords putting a Cinelli Mash Parallax track frame on sale for a penny rather than its £800 RRP. In that case Halfords stepped in to stop the orders going through, and we’d hope that Wiggle has done the same in case anyone decided to go through with spending two grand on a cassette.