Prices for the same product on online marketplaces can shift multiple times within a single day because of dynamic pricing algorithms, according to Igor Kiselev, a specialist in operational efficiency, supply chain management, and large-scale logistics and e-commerce processes.
Kiselev told Lenta.ru that modern online stores automatically adjust prices in real time, with algorithms analysing demand, competitor pricing, warehouse stock, delivery conditions, and other factors. A price a shopper sees in the morning can change within hours or even minutes, he said.
Kiselev identified buyer behaviour as the primary driver. When a product is viewed, added to a cart, or ordered more frequently, the system can automatically raise the price. When demand falls, the price may drop to stimulate sales.
Logistics also plays a role, he said. Algorithms factor in stock availability at the nearest warehouse, delivery costs, order processing times, and fulfilment capacity. For electronics, price often depends on exchange rates and competitor activity; for clothing and seasonal goods, on the calendar and remaining stock; for food and cosmetics, on expiry dates; and for large items, on shipping costs.
To avoid overpaying, Kiselev recommended comparing prices across several platforms, checking at different times of day, and, if a purchase is not urgent, adding the item to a cart and waiting one or two days, as some sellers respond with push notifications, coupons, or temporary discounts.
