Dynamic pricing (DP) is now central to e-commerce, yet research remains fragmented across operations, marketing, IS and economics. This systematic review screens 1,087 Scopus records and synthesises 90 core studies (1999-2024) using bibliographic coupling and thematic analysis. We uncover four research clusters—(yellow) dual-channel optimisation, (green) inventory-driven DP and retail services, (red) consumer perception of fairness and personalisation, and (blue) service-sector applications.
Algorithmic Dynamic Pricing in E-Commerce: A systematic review
ALESSANDRO BONETTOCo-first
;JACOPO BALLERINI
Co-first
2025-01-01
Abstract
Dynamic pricing (DP) is now central to e-commerce, yet research remains fragmented across operations, marketing, IS and economics. This systematic review screens 1,087 Scopus records and synthesises 90 core studies (1999-2024) using bibliographic coupling and thematic analysis. We uncover four research clusters—(yellow) dual-channel optimisation, (green) inventory-driven DP and retail services, (red) consumer perception of fairness and personalisation, and (blue) service-sector applications.
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