Why isn't the gold price listed online the actual buyback price?

Many people check gold prices online before selling their jewelry, coins, or bars.
And often, the same question comes up:

👉 “Why is the price quoted at the branch different from the price listed on Google or financial websites?”

In reality, the gold price listed online is not the actual buyback price.
 

The price of gold online: what exactly is it?

The price you see online is usually:

• the international price of raw gold
• listed on the financial markets
• for 24-karat pure gold (999)
• expressed in ounces (31.1 g) or kilograms

👉 This award is called:

• spot rate
• international course
• gold price

But that’s not the price at which an individual sells their jewelry directly.

Your jewelry is usually not made of pure gold

This is the most common mistake.

Most jewelry in Belgium is:

• 18K (750) → 75% pure gold
• 14K (585) → 58.5% gold
• 9K (375) → 37.5% gold

👉 However, the price listed online is for pure 24K gold.

The result: logically, an 18K piece of jewelry cannot be bought back at the price of a 24K piece.

The price listed online is often given… per kilogram or per ounce

Another common source of confusion:

Websites often display:

• the price per kilogram of gold
• or the price per ounce

➡ This can make it seem like a few grams are worth a lot.

But when buying back jewelry, we calculate:
✔ the actual weight
✔ the actual purity
✔ the weight of pure gold contained in the jewelry

Why is the redemption price different from the spot price?

When a professional buys gold, several factors come into play:

✔ Smelting and recycling

Jewelry is often:

• melted
• refined
• retirees

That comes at a cost.

✔ Analyses and inspections

The professional must:

• put someone to the test
• check the carats
• analyze the hallmarks
• use professional equipment

✔ Costs associated with the gold market

The price of gold is constantly changing.
Professionals must manage:

• volatility
• security costs
• market fluctuations

Be careful with “up to…” prices

On the Internet, some websites state:

❌ “Up to €125/g”
❌ “Special price”

But these prices are often:

• made of 24K pure gold
• under ideal conditions
• or at theoretical prices

👉 In practice, the actual price always depends on:

• carat
• of weight
• today's market

The most important thing: transparency

A reliable professional should always:

✔ Weigh the item in front of the customer
✔ Break down the carat weight
✔ Show the test results

At Agence de l’Or, we take the time to explain everything in detail:

• the actual weight of pure gold
• titration
• the proposed price

➡ Complete transparency—no unpleasant surprises.

Where can you get your gold appraised at a fair price in Belgium?

At Agence de l’Or, we provide free appraisals at our branches:

• Braine-l'Alleud
• Wavre
• Wavre Center
• Saint-Pierre-Woluwe
• Rixensart
• La Louvière
• Charleroi
• Uccle

We guarantee:

✔ Professional appraisal
✔ Transparent weighing
✔ Price based on the actual daily market rate
✔ Fast payment
✔ No obligation to sell

In conclusion, the online price is not the actual price of your jewelry

The price listed online reflects the international price of pure gold, not the actual buyback price of your jewelry.

To determine the true value of your gold, you need to consider:

• the actual weight
• the purity of the metal
• today's rate
• professional analyses

The best solution, therefore, is clear and transparent expert advice from an agency.

Would you like to know the true value of your jewelry or gold items?

Stop by one of our locations for a free, no-obligation estimate.
Our experts will explain exactly how the quoted price was calculated.