DYNAMIC PRICING IN UKRAINIAN INTERNET RETAIL

Abstract

The strategy of adjusting the prices of goods in real time is becoming more and more relevant in Ukrainian Internet retail. This is due to a number of factors, such as: the increase in price transparency for consumers, which allows them to easily compare the offers of various Internet sellers; development of data analytics tools that allow real-time pricing decisions based on consumer behavior, seasonal trends, inventory levels, and competitor prices; development of automated tools for revaluation of goods, including using the capabilities of artificial intelligence.

A number of pricing strategies based on the use of a limited number of types of data influencing the price have been analyzed. Such as: a cost pricing strategy, in which prices are determined based on the summation of their costs with desired profits; the strategy of doubling the purchase price of goods; a competitive pricing strategy focused on attracting buyers through maintaining a competitive price and assortment. Popular dynamic pricing strategies are considered. Analyzed types of data that can be used to adjust prices in the case of a dynamic approach. Such as product attributes, data on current inventory levels and overall market supply, sales and customer data, competitor data, regional and seasonal factors, and more.

Practical recommendations for implementing the implementation of dynamic pricing are described. Examples of the use of various pricing strategies are given.