Is Teaching English Online a Race to the Bottom?

Scrolling through platforms like Preply or the educational tags on Xiaohongshu, it is easy to feel discouraged. With skilled teachers from countries with a lower cost of living offering lessons for a fraction of a UK hourly rate, it can feel like the industry is in a race to the bottom.

The good news? It is a race you don’t need to run.

The Global Reality

We must accept that the market has changed. Teachers from the Philippines and Latin America are often excellent, hardworking, and provide a vital service for students who need affordable practice. This isn’t unfair; it is simply global economics.

However, just because they can charge less, doesn’t mean you should lower your value.

Why You Shouldn't Compete on Price.

If you try to match the lowest rates, you will burn out. More importantly, price dictates your student.

Low prices often attract casual "shoppers" looking for a chat.
Sustainable prices attract serious students looking for results.

Sell Value, Not Time

To stand out, stop selling "English lessons" and start selling specific outcomes. As a native speaker or a specialised tutor, you offer things that bargain-hunting cannot buy:

Cultural Nuance: Understanding how and why we use certain phrases.
Idiomatic Fluency: Polishing advanced speakers to sound natural, not just grammatically correct.
Specialisation: Solving high-stakes problems like IELTS exams or business presentations.

The Verdict

The market is big enough for everyone. There is a place for affordable conversation practice, and there is a place for premium coaching.

Don’t look down on the low-cost market—just choose not to participate in it. Stand firm on your prices, highlight your unique expertise, and you will attract the students who are looking for you, not just the cheapest option.

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