Dynamic pricing, introduced by Ozon in September 2021 and Wildberries in August 2022, is designed to boost margins. However, users are increasingly employing strategies to bypass these algorithms, such as using browser plugins to track price history, checking prices in incognito mode, or comparing costs across different devices and regions.
Marketplaces have responded by restricting data access. Ozon removed public price history charts on March 3, 2022. Wildberries reduced its history display to 90 days in July 2024 and completely removed public price charts and history from its storefront in the fall of 2025.
The current pricing strategy leads to increased logistics costs due to frequent order cancellations and reorders when prices drop. Furthermore, marketplaces face issues with inventory turnover as users delay purchases while waiting for lower prices, which occupies warehouse space and reduces overall platform efficiency.
Standard A/B testing for dynamic pricing often shows a 10–20% increase in margin, prompting rapid implementation. However, these tests fail to account for long-term behavioral changes, such as decreased user trust and a shift toward offline retail, as customers prioritize price comparison over the convenience of online shopping.
