Dynamic pricing: how to adjust prices in real time without losing customer trust.

The fixed price, printed on the label and unchangeable until the stock runs out, is ceasing to be the rule in retail. Airlines, transportation apps, and large marketplaces already change their prices several times a day, and this logic is now advancing into physical stores and e-commerce businesses of all sizes. Dynamic pricing ( the adjustment of prices in real time according to demand, stock, seasonality, and competition) has moved out of the exclusive territory of the giants.

The global market for software for this purpose is expected to grow from US$3,49 billion in 2025 to US$4 billion in 2026 , with a projection of US$6,9 billion by 2030 , according to The Business Research Company . The market trend is clear, but how can this type of pricing be applied without irritating the customer?

Dynamic pricing at key points

• Dynamic pricing is the automatic adjustment of prices. Based on data on demand, inventory, schedules, and competitor pricing, generated by algorithms in real time or by programmed triggers.
• It's no longer exclusive to digital giants: Electronic shelf labels and cloud-based systems already allow small and medium-sized retailers to operate with "live pricing".
• In Brazil, the practice is permitted, provided it respects the Consumer Protection Code.which prohibits unjustified increases and discriminatory treatment.
• Segmenting prices by gender, religion, or any personal label is prohibited.Adjusting by region, time, supply and demand is acceptable.
• Customer trust depends on transparency. Understandable variations are tolerated, while changes that seem arbitrary generate distrust.
• On platforms like VTEX and Shopify, adoption happens through API integrations. with specialized pricing solutions.

What it is and how it works in practice.

In Shopify 's definition , dynamic pricing occurs when the company adjusts prices based on demand, supply, and the value customers are willing to pay. Instead of a table revised once a month, the price becomes a living variable, recalculated by software.

The driving force behind this is data; artificial intelligence and machine learning algorithms cross-reference internal and external information (available stock, competitor prices, shipping costs, weather, seasonality, and sales history) to suggest the ideal value at any given time. The better the database, the more precise the adjustment.

There are different formats. The adjustment can be in real time , changing every few hours; scheduled , following a calendar or defined triggers; or moment-based , such as prices rising on peak dates. Black Friday is the most familiar example for the Brazilian consumer, as it is where prices that move according to the market are most observed , already accepted as part of the shopping experience.

Advantages and risks: the two sides of the scale.

On the positive side, dynamic pricing improves product turnover, protects margins, and increases competitiveness. For perishable goods, the gain is direct: an article published in E-Commerce Brasil points to estimates of up to a 20% reduction in waste of products nearing their expiration date when the price follows the expiration date . Add to that the elimination of manual markdown errors.

The risk lies in perception. A rapid increase during a period of high demand can seem like abuse, not strategy. Igor Puga , from Santander , summarizes the limit: when the criteria are not clear, the customer sees opportunism, and the brand risks "deconstructing its own credibility and reputation." The adjustment that optimizes the margin in the short term can be costly in terms of long-term trust.

Does Brazil already use it? And what does the law say?

Brazilian adoption is still conservative, but growing due to the need for efficiency. Retailers are testing electronic labels in loss-sensitive categories, such as fruits and vegetables and bakery items, where price management is combined with inventory control. Neogrid's Stockout Index in supermarkets reached 11,9% in a recent measurement , according to Varejo SA . The cost is still a significant factor: each electronic label costs between US$5 and US$20 , in addition to the integration infrastructure.

In the legal field, Brazil allows the practice, but the Consumer Protection Code imposes limits . Increasing prices without just cause or differentiating values ​​based on personal characteristics is prohibited. Eduardo Salgado , from Accenture , gives an example of what not to do: altering prices according to the gender or religion of the buyer. Variations linked to supply and demand (such as a raincoat becoming more expensive when it starts to rain) are legitimate. The scenario is not uniform worldwide: in the European Union, personalized pricing is under increasing regulatory scrutiny, with debates in the European Parliament about new consumer protection rules.

VTEX and Shopify: how to implement

For those operating e-commerce, the good news is that there's no need to change platforms. Both VTEX and Shopify allow for dynamic pricing through API integrations with specialized pricing solutions that monitor competition and demand and return the recalculated price to the store. The technical path exists, but the competitive advantage lies in using it with well-defined business rules and transparent communication.

Dynamic pricing is more about balance: using data to protect margins without breaking the relationship with the buyer. If you want to understand how data strategies are transforming e-commerce, it's worth exploring other content on the e-Plus blog about pricing, data, and customer experience.

Frequently asked questions about dynamic pricing.