The tickets traded on our advertising service are 'secondary'. The ticket in your hand will have been purchased initially from a 'primary' seller. A fan with an extra ticket to spare, once the popular event sells out, can now ask a higher price because the demand for tickets has increased. That's why you'll find the prices listed on our site vary. Sellers can choose competitive prices for their tickets, while buyers can compare which offer is best for them, considering details such as seat location or delivery time.