Fashion & electronics lead global eCommerce price swings

Dynamic pricing is becoming more common across online retail. A new cross-market study of leading eCommerce sites found the highest levels of price volatility in fashion and electronics.

Decodo tracked price movements at more than 120 eCommerce retailers in 40 countries, recording over 1.5 million price observations. The study monitored 12 products per website throughout 2025, capturing prices every four hours.

The data points to frequent repricing in categories shaped by short product cycles, heavy promotion, and fast-changing consumer demand. It also shows how sectors differ in the balance of price increases and decreases over the year.

Fashion Volatility

Fashion ranked first for price changes, with 427,340 adjustments. The split between price rises and cuts was nearly even: increases accounted for 49.30% of changes and decreases for 50.70%.

Revolve had the most recorded fashion price changes in the sample, at 28,242. The study also measured what it called average price drop depth; Revolve's figure was 68.70%.

"Fashion tops the list for price volatility, with retailers making more than 427,000 adjustments over the past year. The category's fast-moving nature, seasonal cycles, and trend-driven consumer behavior make frequent pricing updates essential for competitiveness. Slightly more decreases than increases suggest brands are actively leveraging discounts to drive sales and stay agile in a crowded marketplace," said Gabriele Vitke, Senior Product Marketing Manager at Decodo.

Electronics And Groceries

Electronics placed second, with 351,280 price changes. Increases made up 48.50% of changes and decreases 51.50%.

Best Buy recorded 30,188 price changes in the sample. Its average price drop depth was 23.10%.

"Electronics ranks second, reflecting a market where rapid innovation and promotional cycles drive frequent price adjustments. With nearly equal proportions of increases and decreases, retailers balance inventory management, competitive pricing, and seasonal promotions to respond to consumer demand and maintain margins."

Groceries ranked third, with 318,950 price changes. The split between increases and decreases was exactly even at 50.00% each.

Kroger recorded 55,601 price changes in the sample. Its average price drop depth was 9.10%.

"Groceries see high pricing activity due to perishable products, supply fluctuations, and competitive retail dynamics. With a perfectly balanced split between price increases and decreases, this category demonstrates how retailers constantly adjust to optimize profitability while keeping products affordable for shoppers."

Health, Home, Marketplaces

Health and beauty ranked fourth, with 203,470 price changes. Increases represented 49.70% of changes, while decreases accounted for 50.30%.

Sephora recorded 16,273 price changes in the sample. Its average price drop depth was 28.60%.

"Health and beauty products experience steady price changes as brands respond to trends, product launches, and promotional periods. Slightly more decreases than increases indicate an emphasis on attracting cost-conscious consumers while maintaining a competitive presence across both physical and online channels."

DIY and home goods placed fifth, with 127,680 price changes. The category skewed slightly toward increases: 50.40% of changes were price rises and 49.60% were price cuts.

The Home Depot recorded 17,511 price changes in the sample. Its average price drop depth was 12.10%.

"DIY and home goods show moderate volatility, reflecting a balance between seasonal demand peaks, new product introductions, and promotional strategies. Retailers frequently adjust prices to stay competitive and encourage purchases during home improvement cycles and holiday periods."

Marketplaces ranked sixth for price changes, with 64,190 adjustments. Increases accounted for 51.30% of changes, while decreases made up 48.70%.

Amazon had the highest number of recorded marketplace price changes in the sample, at 116,509. Its average price drop depth was 35.30%.

"Marketplaces rank lowest in terms of price changes, likely due to the aggregation of third-party sellers and the complexity of coordinating pricing across numerous vendors. Slightly more increases than decreases suggest that sellers often adjust prices upward to account for demand spikes and margin pressures," Vitke said.

How The Data Was Built

The research covered eCommerce websites across North America, Europe, and Asia. Product selections on each site were split between higher- and lower-value items, resulting in more than 1,440 products tracked overall. Prices were captured six times per day, producing more than 1.5 million data points.

Decodo, previously known as Smartproxy, sells tools used for web data collection. Vitke said the patterns across categories show how closely many online retailers now manage pricing as market conditions shift.