Dynamic pricing has become a defining strategy across eCommerce, helping retailers respond in real time to shifting demand, competition, and consumer behavior. But while price optimisation is now widespread, some industries rely on frequent price changes far more than others.
To find out where dynamic pricing is most prevalent, Decodo analysed more than one million data points from 120 leading eCommerce retailers, identifying how often prices are updated and which sectors face the most intense pricing competition. The results reveal clear differences in how industries balance price increases and discounts – highlighting where agility, promotions, and margin management matter most.
The fashion industry made nearly half a million price changes over the last year
| Rank | Category | Changes | % of changes that have been price increases | % of changes that have been price decreases |
| 1 | Fashion | 427,340 | 49.30% | 50.70% |
| 2 | Electronics | 351,280 | 48.50% | 51.50% |
| 3 | Groceries | 318,950 | 50.00% | 50.00% |
| 4 | Health & beauty | 203,470 | 49.70% | 50.30% |
| 5 | DIY/Home | 127,680 | 50.40% | 49.60% |
| 6 | Marketplaces | 64,190 | 51.30% | 48.70% |
1. Fashion – 427,340 price changes. “Fashion tops the list for price volatility, with retailers making more than 427,000 adjustments over the past year. The category’s fast-moving nature, seasonal cycles, and trend-driven consumer behavior make frequent pricing updates essential for competitiveness. Slightly more decreases than increases suggest brands are actively leveraging discounts to drive sales and stay agile in a crowded marketplace,” comments Gabriele Vitke, Senior Product Marketing Manager at Decodo.
| Fashion’s top dynamic pricer | Total price changes | Avg. price drop depth |
| Revolve | 28,242 | 68.70% |
2. Electronics – 351,280 price changes.“Electronics ranks second, reflecting a market where rapid innovation and promotional cycles drive frequent price adjustments. With nearly equal proportions of increases and decreases, retailers balance inventory management, competitive pricing, and seasonal promotions to respond to consumer demand and maintain margins.”
| Electronic’s top dynamic pricer | Total price changes | Avg. price drop depth |
| Best Buy | 30,188 | 23.10% |
3. Groceries – 318,950 price changes. “Groceries see high pricing activity due to perishable products, supply fluctuations, and competitive retail dynamics. With a perfectly balanced split between price increases and decreases, this category demonstrates how retailers constantly adjust to optimize profitability while keeping products affordable for shoppers.”
| Groceries top dynamic pricer | Total price changes | Avg. price drop depth |
| Kroger | 55,601 | 9.10% |
4. Health & Beauty – 203,470 price changes. “Health and beauty products experience steady price changes as brands respond to trends, product launches, and promotional periods. Slightly more decreases than increases indicate an emphasis on attracting cost-conscious consumers while maintaining a competitive presence across both physical and online channels.”
| Health & Beauty top dynamic pricer | Total price changes | Avg. price drop depth |
| Sephora | 16,273 | 28.60% |
5. DIY & Home – 127,680 price changes. “DIY and home goods show moderate volatility, reflecting a balance between seasonal demand peaks, new product introductions, and promotional strategies. Retailers frequently adjust prices to stay competitive and encourage purchases during home improvement cycles and holiday periods.”
| DIY & Home top dynamic pricer | Total price changes | Avg. price drop depth |
| The Home Depot | 17,511 | 12.10% |
6. Marketplaces – 64,190 price changes. “Marketplaces rank lowest in terms of price changes, likely due to the aggregation of third-party sellers and the complexity of coordinating pricing across numerous vendors. Slightly more increases than decreases suggest that sellers often adjust prices upward to account for demand spikes and margin pressures,” notes Gabriele Vitke.
| Marketplace top dynamic pricer | Total price changes | Avg. price drop depth |
| Amazon | 116,509 | 35.30% |
Photo by Rachel Claire: https://www.pexels.com/photo/women-clothes-on-hangers-in-shop-5531540/
