DYNAMIC PRICING STRATEGIES IN E-COMMERCE MARKETPLACES: METHODOLOGICAL FOUNDATIONS AND PRACTICAL MECHANISMS
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Author(s): | Semenov B. V., Tkhorikov B. A., |
| Number of journal: | 2(75) | Date: | June 2026 |
| Annotation: | Marketplace assortments are heterogeneous in revenue contribution and demand predictability, which makes a uniform pricing policy economically unworkable. The paper classifies dynamic pricing strategies by segments of the ABCXYZ matrix and examines three key strategies in detail: discount co-investment on flagship items from segments AX and AY, price management for goods with a short remaining shelf life, and phased markdowns of deadstock positions in segments BZ and CZ. For each strategy the paper specifies data sources, formalises the decision logic, and sets out the conditions that constrain its applicability. Because the three strategies compete for a single platform-wide discount budget, a mechanism for its dynamic reallocation is proposed, taking into account the current inventory structure and seasonal demand fluctuations. Particular attention is paid to the limitations of applying each strategy in isolation: it is shown that uncoordinated optimisation of individual pricing mechanisms may provoke demand cannibalisation between segments and erode the overall margin of the platform. Drawing on the literature and operational practice of marketplaces, an integrated dynamic pricing model is formulated, combining the blocks of item selection and price calculation into a single management loop. The task of further formalising the rollout sequence is set, taking into account the maturity of the marketplace’s analytical infrastructure, inventory structure and engineering capacity. The results may be applied to the design of dynamic pricing systems and to the development of category-management methodology in the context of multi-format retail. | ||
| Keywords: | dynamic pricing, marketplaces, ABC-XYZ analysis, discount co-investment, remaining shelf life, deadstock, algorithmic equilibrium, e-commerce, category management, price elasticity, discount budget, price competitiveness |
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| For citation: | Tkhorikov B. A., Semenov B. V. Dynamic pricing strategies in e-commerce marketplaces: methodological foundations and practical mechanisms. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2026;2(75):68—75. DOI: 10.25683/ VOLBI.2026.75.1642. |
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