Two new websites have entered the adidas sales competition and are undercutting retailers' prices.
Rugby Jerseys and More website lists the adidas players' jersey for $125 and the RWC 2011 edition for $140. Postage for one or multiple jerseys is $15.
Even after including postage on the items, the website price is cheaper than local retailers' discounted prices.
Rebel Sport, Champions of the World and Stirling Sports all retail the All Blacks replica jersey for $149.50, ($30 off the original retail price) and the World Cup replica All Blacks jersey for $170 ($50 off the original retail price).
The price slash follows a public debate over the price after it was discovered that websites from the United States and Britain were selling the jerseys at close to half the original retail price of $220.
The discount website operates under the www.freewebstore.org group and was started to get a "fair deal" on items, the home page said.
"With the recent discussion about the New Zealand adidas rugby jersey being so expensive we thought we would give our customers a fair price."
A second website, Quickys.co.nz, yesterday offered two sizes of the adidas home jersey for $140, and took pre-orders for the UK small to XL sizes.
When the Herald spoke to website owner Shane Grant, he said no sales had been made. He said he had sourced the jerseys overseas after hearing the public "frustration".
Local retailers said they were not making a profit on selling the jerseys at the discounted price.
Gary Marshall of Champions of the World said he was losing $200,000 by dropping the retail prices of the jerseys, but had to cut prices to keep customers happy.
$140 What two new websites have dropped their prices to for the World Cup replica All Blacks jersey.
$170 What Champions of the World, Rebel Sport and Stirling Sports are charging.
$220 the original retail price.