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The Unpredictable World of Dynamic Pricing
Consumers struggle to keep up with fluctuating prices online and in-person
Mar. 31, 2026 at 12:08pm
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Consumers face an uphill battle to find the best prices as dynamic pricing algorithms create an unpredictable shopping landscape.The rise of e-commerce, algorithmic pricing, and opaque systems has left consumers feeling like they're playing roulette when they buy something. Business Insider reporter Juliana Kaplan conducted experiments tracking price changes for items in her online shopping cart and the varying fees charged by Uber for the same McDonald's order, highlighting the unpredictability of dynamic pricing. Experts say there's no surefire way for consumers to time the market and get the best deals, leading to frustration and 'mental debt' as shoppers constantly wonder if they're getting the best price.
Why it matters
Dynamic pricing, where prices fluctuate based on algorithms and market conditions, is becoming increasingly common across industries. While it may benefit businesses, the uncertainty and constant price changes are taking a toll on consumers, who feel like they're in a never-ending game of trying to find the best deal.
The details
Juliana Kaplan, a BI reporter, tracked the prices of items in her online shopping cart at Old Navy over 14 days and found the prices fluctuated so much that she dubbed herself a 'leggings day trader.' In another experiment, a group of BI employees ordered the same McDonald's Big Mac through Uber and were charged slightly different fees, with one employee paying more than the others. When Kaplan asked an economics professor about the best time to buy, he said if he knew that, he'd be investing in stocks, not talking to her.
- Kaplan tracked prices in her Old Navy cart over 14 days.
- The Big Mac experiment at BI took place a few weeks ago.
The players
Juliana Kaplan
A Business Insider reporter who conducted experiments tracking price fluctuations online and in-person.
Mark Tremblay
An assistant economics professor at the University of Nevada, Las Vegas who studies the digital economy.
What they’re saying
“If I knew that, I wouldn't be talking to you, and I'd be investing in stocks, right?”
— Mark Tremblay, Assistant Economics Professor
The takeaway
Dynamic pricing, while potentially beneficial for businesses, is creating a frustrating and anxiety-inducing experience for consumers who feel powerless to find the best deals. The unpredictability of prices across e-commerce, ride-sharing, and other industries is leading to 'mental debt' as shoppers constantly second-guess their purchasing decisions.
