You spot the perfect pair of sneakers online – your size, on sale, calling your name. You check your budget, take a coffee break, come back… only to find the price has jumped by R200. Sound familiar? You might be dealing with dynamic pricing.
What Is Dynamic Pricing?
“Dynamic pricing is a common pricing strategy that quietly adjusts prices based on factors like demand, time of day, or even how many times you’ve viewed a product,” explains Jonathan Spencer of OneDayOnly.co.za.
“Dynamic pricing isn’t inherently bad – it helps retailers manage stock, respond to supply chain costs, and stay competitive. Airlines have used it for decades, sometimes offering cheaper prices during quiet travel periods. In the same way, shoppers can sometimes find better deals when demand is low.
When It Feels Like a Trap
“The challenge isn’t that prices change – it’s that consumers often don’t know when or why they’re changing,” he explains. “It’s a smart tool for retailers, but from a consumer’s perspective, that lack of transparency can feel more confusing than compelling.”
It also means two people shopping for the same item at different times or even from different devices might not see the same price. One might get the deal. The other? Not so much.
To be fair, dynamic pricing can work well when it’s transparent. Consumers understand that flight prices change based on availability, or that Uber charges more during peak hours, because they’re told upfront. The real issue, says Spencer, is when price changes happen without explanation. “Retailers need to be upfront, too. If prices shift based on certain conditions, just tell people. No one likes feeling uncertain about pricing. Pricing changes should be as clear as delivery fees or stock limits.”
Transparency Builds Trust
Eighty percent of consumers say brands with consistent pricing feel more trustworthy, and 42% are willing to pay more if price stability is guaranteed. That’s why some local platforms are choosing transparent pricing over obscurity, offering everyone the same deal for the same amount of time, no matter who you are, how many times you click, or whether you shop in your lunch break or after dinner.
How to Outsmart the Dynamic Pricing Trap
So, how do you avoid being caught in a dynamic pricing trap? Spencer advises consumers to:
- Use price-tracking tools to spot changes before you buy
- Clear your cookies or browse incognito to avoid personalised price hikes
- Compare prices across different platforms before you commit
- Watch price patterns; if it jumps around often, you’re probably seeing dynamic pricing at work
“Online shopping shouldn’t feel like guesswork. Whether it’s dynamic or fixed pricing, transparency should always be the standard,” concludes Spencer.
