IN A NUTSHELL
Repricing is no longer an optimization option in marketplace business – it has become an operational necessity. On platforms with high offer density, prices can change dozens of times per day, making manual price management unworkable. What matters is not the lowest product price, but the total offer price, including shipping and cost logic. Sellers who approach repricing strategically, by category, and with clear price boundaries can protect visibility, safeguard margins, and unlock additional revenue potential.
⏱ Time to Read: appr. 7 min
Price Pressure and extreme Price dynamics
Marketplaces such as Allegro, Kaufland, eBay, and eMAG are characterised by intense price pressure and extreme price dynamics. Identical products are offered by many sellers simultaneously, often with very different cost structures. In this environment, automated repricing is not optional – it is a prerequisite for competitiveness and revenue.
However, even the best tool delivers limited value if the underlying strategy is flawed. Our partner, integration specialist and solution provider base, which also offers a repricing tool, sees this every day in practice. That’s why we’ve jointly compiled the most common sticking points and mistakes in repricing. The result is a practical guide to building a robust, sustainable repricing strategy.
Understanding platform logic: not everything is Amazon
Even experienced sellers often make the mistake of applying Amazon pricing logic to other European marketplaces, despite fundamental differences in how they operate:
- Example: Allegro – Poland’s market leader operates without a classic Buy Box. Nevertheless, visibility is still strongly driven by price. When multiple sellers offer the same product, Allegro highlights a “Top oferta” (Top offer) based on criteria such as total price including shipping, delivery time, seller ratings, and similar factors.
- Example: Kaufland, eMAG, Empik
These platforms use Buy Box-like mechanisms where the total offer price – product price plus shipping costs – is decisive.
Ignoring these differences leads to misaligned optimisation. A low product price combined with high shipping costs can significantly reduce Buy Box chances, even though the offer appears “cheap” at first glance.
What really determines Buy Box visibility
Buy Box placement is never driven by a single factor. Instead, it results from a combination of elements:
- Total offer price (product + shipping) – usually the strongest lever
- Delivery time and shipping method – fast delivery or marketplace fulfilment improves chances
- Seller ratings and account quality – consistent performance in fulfilment and returns
- Product availability – stable stock levels reduce cancellation risks
- Advertising and marketplace programmes – can further increase visibility
Even though price carries the greatest weight, differences of just a few percentage points are often enough to decide Buy Box wins or losses when sellers offer comparable service levels.
Strategy: category beats platform
Repricing strategy should primarily be aligned with the product category, as this determines price sensitivity and the frequency of price adjustments.
Mateusz Wróbel, Product Manager Repricer at base, provides an example: “In categories such as furniture, product availability as well as delivery cost and delivery time are more important, as these are bulky items or require more complex logistics. As a result, prices do not change as frequently as in electronics or home appliance categories.”
| Category type | Price sensitivity | Adjustment frequency | Strategic focus |
| Highly comparable (e.g. electronics) | Very high (dominant factor) | Minute-level | Fast, automated repricing |
| Logistically complex / less standardised (e.g. furniture) | Medium to low | Less frequent | Shipping costs, delivery times, availability |
Applying a single pricing logic across the entire assortment inevitably leads to misalignment – either too aggressive in margin-rich categories or too slow in highly competitive ones. Repricing rules must be defined by category.
Proven repricing principles
Successful repricing usually follows simple principles – what matters is consistent execution. Mateusz’s tip: “The most effective approaches are simple strategies based on a minimal price advantage. In practice, it is often enough to be slightly cheaper than competitors, while maintaining a similar level of service, to win the Buy Box or improve offer visibility.”
- Account for the total offer price
Effective price management must focus on the total offer price: product price plus marketplace commissions, shipping and fulfilment costs, taxes, and individual minimum margins. Otherwise, visibility may come at the cost of selling below break-even. - Small price advantage instead of price wars
A minimal price advantage is often sufficient to win Buy Box mechanisms when service quality and ratings are comparable. Persistent undercutting only accelerates margin erosion. - Clear definition of relevant competitors
Optimise prices only against offers that are truly comparable in terms of shipping, service quality, and tax conditions. - Stability over short-term maximisation
The goal is stable visibility with protected margins – not winning every Buy Box at any price.
Guidelines and risks
Most repricing issues do not stem from automation itself, but from missing or incorrectly defined guardrails, such as weak competitor analysis or an incomplete cost model.
1. Insufficient cost logic
Since the total offer price is what counts, pricing architecture must include:
- a minimum price that covers all costs
- a minimum margin adapted to category and business model
- a price corridor that allows controlled upside reactions to market changes
2. Platform-specific risks
Overly aggressive or unnatural price jumps can trigger algorithmic limitations. On Allegro, for example, sudden price changes may temporarily block further price updates. Repricing should therefore be dynamic, but incremental.
Conclusion and key learnings
Repricing is not a “set-and-forget” mechanism — it is a continuous control instrument. Sellers should consistently monitor competitors’ total prices, their own cost structures, defined minimum prices, and current Buy Box status. Market data shows that the greatest benefits of repricing emerge where competition and comparability are highest.
Key learnings: the strategic checklist
- Repricing is a strategy, not just a tool feature
- Pricing without cost logic is risky
- Category- and platform-specific rules are essential
- Automation requires clear minimum prices and corridors
- The goal is sustainable visibility, not short-term price wars