HOW PRICING STRATEGIES ARE FORMED IN DIGITAL MARKETING AND ONLINE SALES AND HOW THEY AFFECT ECONOMIC EFFICIENCY

This article provides a comprehensive scientific analysis of the economic essence of pricing strategies in digital marketing and electronic commerce systems, as well as the factors influencing their formation. The study examines algorithmic pricing (dynamic pricing), the use of psychological pricing models, the impact of traffic and advertising costs on pricing, commission policies of online platforms, real-time consumer behavior (customer journey), price monitoring based on big data and artificial intelligence technologies, and the level of development of logistics infrastructure as key determinants. The findings confirm that the pricing process in the digital market is multifactorial, dynamic, and adaptive in nature, and they serve as a theoretical and practical basis for developing effective pricing strategies for e-commerce entities.