What dynamic pricing means for an online shop
Dynamic pricing means prices that respond to conditions — competitor moves, stock, demand — instead of staying fixed until someone remembers to change them. For most online retailers the main input is competitor prices, followed by their own margin and sales.
The risk is automation without judgement: a tool that matches the cheapest competitor every day will walk you into a price war. Good dynamic pricing needs limits on how low and how fast prices can move, and a reason for every change.
Luska works on a daily cycle. It suggests a price per product with a reason and a confidence score, keeps every suggestion inside guardrails, and leaves the final call with you unless you switch on autopilot.
How Luska does it
- 1
Fresh market data every day
Daily competitor checks feed the price grid: price index against the market median, gap to cheapest, stock status and your margin.
- 2
Set your strategy
Choose a target margin, a price position — cheapest, middle or premium — and rounding rules such as .99 endings.
- 3
Recommendations within guardrails
Each suggestion stays above an 8% minimum margin and any MAP you set, and moves at most 15% from the current price. Each one carries a one-line reason and a confidence score.
- 4
Approve, adjust or skip
Work through the queue one by one or in bulk, with keyboard shortcuts. Optionally require a second approver for changes above a threshold. Autopilot is opt-in.
- 5
Measure the result
With sales data, Luska compares the 7 days before and after each approved change, so the next decision is better informed.
Who it's for
Retailers in competitive categories
Where competitors move prices often and a few percent decides who gets the sale.
Teams that want explainable decisions
Every suggested price has a reason you can read and challenge.
Not for minute-by-minute repricing
Luska runs daily. Marketplace sellers who need to reprice every few minutes for a Buy Box need a dedicated repricer.
Choosing dynamic pricing software
Explainability
If the tool cannot say why it suggests a price, your team will not trust it and will override it. Each Luska recommendation states its reason and confidence.
Limits
Ask what stops the system cutting prices too far or too fast. Fixed floors and per-step caps matter more than clever models.
Control over automation
Look for an approval step, bulk actions and a way to automate only the changes you are comfortable with. Luska's autopilot is opt-in and stays inside your rules.
Outcome measurement
Without a before/after view you cannot tell good pricing from luck. Check how the tool reports the result of each change.
What it costs
Starter is €149 a month for up to 100 products with three competitors each: daily price and stock monitoring, alerts and digests, the pricing calendar and CSV export. It does not include recommendations.
Professional is €449 a month for up to 1,000 products with 20 competitors each, and adds AI price recommendations, margin guardrails, opt-in autopilot, price elasticity from your own sales data and Shopify price push. Business is €1,290 a month for up to 5,000 products with 50 competitors each and adds the REST API. Enterprise is priced on request.
Every new workspace starts with a 14-day trial of Professional. No card is needed, and nothing is charged when the trial ends.
Dynamic pricing — recommendations, guardrails and autopilot — starts on Professional at €449 a month.
Frequently asked questions
How often does Luska change prices?
Competitor data and recommendations refresh daily. Prices only change when you approve a recommendation, or when autopilot is switched on and the change is within your rules.
Can I set my own minimum margin?
You set a target margin, which steers the recommendations. Separately, Luska applies a fixed floor: no recommendation goes below an 8% margin, and no single move exceeds 15%.
Does Luska use demand data?
With sales data connected, Luska estimates price elasticity from your own sales and uses it in recommendations. A demand-forecast agent also watches for changes in demand.
Will it start a price war?
The guardrails limit how low and how fast prices move, and a price-war agent flags when competitors are trading cuts. The price position you choose also means Luska will not chase the cheapest offer unless you ask it to.
Which platforms can it update?
Shopify, with price push on Professional and above. WooCommerce stores import products by CSV (direct sync and price push coming soon); other platforms can use CSV or, on Business, the REST API.