Dynamic Pricing

Dynamic Pricing in Freight

by Nadia Brosious

Generally, What is Dynamic Pricing?

Dynamic pricing is a pricing strategy where the price of a product or service is adjusted in real-time based on various factors such as market demand, competition, time of day, seasonality, and other external factors. Dynamic pricing aims to optimize revenue by charging the highest possible price that customers are willing to pay while still achieving sales targets. This method applies variable prices rather than fixed prices, and many companies use it to make a profit and create offers based on the ever-changing market conditions. With this approach, accuracy is key, and poor-quality data results in invalid offers.

Dynamic Pricing in Freight 

The LTL industry is slowly moving in the direction of using dynamic pricing. With new developments, dynamic pricing engines can produce instant freight quotes and leverage insights on supply and demand. The system allows carriers to move prices up or down based on the carri

ers’ network needs and the shipment’s profile. Freight rates are then set based on the individual profile of each customer, rather than using the original classification method, which utilizes the 18 freight classes.

Dynamic pricing in freight can benefit both carriers and shippers. For carriers, it allows them to better manage their fleets and resources by filling up available capacity with profitable loads. For shippers, it provides more pricing options and flexibility in choosing the most cost-effective transportation solutions that meet their specific needs.

Why Use Dynamic Pricing in Freight?

Dynamic pricing in freight can provide several benefits to both shippers and carriers and help them achieve better pricing outcomes and operational efficiency by taking advantage of real-time market conditions and demand signals. 

For shippers, dynamic pricing can help reduce transportation costs by allowing them to take advantage of lower rates during off-peak periods or by optimizing their shipping schedule to take advantage of lower rates. Dynamic pricing can also help shippers manage their inventory and supply chain by encouraging customers to purchase goods during off-peak periods or by offering discounts on slow-moving items.

For carriers, dynamic pricing can help maximize revenue by adjusting rates in response to changing market conditions and demand. Carriers can use dynamic pricing to set rates based on factors such as capacity, location, and seasonality, helping them achieve better pricing outcomes and profitability. 

Pros and Cons of Dynamic Pricing 

There are both pros and cons to the Dynamic pricing method. The pros include achieving a better market overview by getting to know your customers and determining a pattern of pricing they are willing to pay, seeing an increase in revenue after finding the right pricing approach, and having more control over your pricing plan by adjusting your prices based on the current market and competition.

The cons include a risk of customer loss due to the constant shift in prices, a risk of starting a price war if competitors reduce their prices frequently, monitoring the market regularly, can be very time-consuming, and the method tends to encounter a lot of errors with technology and false market data which leads to profit loss. 

Advantages/Disadvantages of Applying Dynamic Pricing in Freight


  • Revenue optimization         
  • Increased market competitiveness  
  • Improved customer satisfaction
  • Enhanced efficiency and capacity utilization                              


  • Perceived unfairness
  • Operational complexity
  • Pricing confusion
  • System Integration 

Pricing Model Using Freight Classes

The traditional pricing method is the current strategy that most freight companies use, where every freight shipment in the LTL industry is put into one of 18 freight classes. Freight classes are used to categorize different types of goods based on their density, handling requirements, and value. Usually, there is a positive correlation between freight class and shipment cost. This means that your goods will be more expensive to ship with a higher freight class. With a lower freight class, your goods will be less expensive to ship.

The freight classes range from 50 to 500. The lowest class is 50, and, therefore, usually the least expensive. 500 is the highest freight class—and the most costly. The drawbacks to the traditional method are that it can be complex, time-consuming, inaccurate, and offer limited flexibility.


Original Freight Model Vs. Dynamic Pricing in Freight

Traditional class-based freight pricing and dynamic pricing are two different approaches to setting prices in the freight industry. In dynamic pricing, a database is created that suggests the most optimized prices while improving the profit margin. That is not possible with the traditional method because it puts the providers at risk of financial loss unless they raise their costs upfront. Many factors can impact sales levels, and because there is so much data to process, trying to draw proper conclusions without mechanization is very difficult. With dynamic pricing, those factors are considered, and a reasonable price is suggested.

However, with the traditional model, prices are fixed and manually set based on the weight and volume of the shipment, as well as the distance traveled. Although some may consider this a benefit, it may not reflect the actual market conditions and may result in overpricing or underpricing. Overall, class-based freight and dynamic pricing have their own advantages and disadvantages, and the choice of pricing model depends on the specific needs and goals of the carrier or shipper.

Examples of Dynamic Pricing in Other Industries

  • Ride Sharing Services. (Uber, Lyft, Taxies) 

Ride-sharing services like Uber and Lyft use dynamic pricing to adjust fares based on real-time demand and supply conditions. Prices can increase during periods of high demand or when there are fewer drivers available.

Airlines have been using dynamic pricing for decades to adjust prices based on factors such as seasonality, day of the week, and demand fluctuations. Airline prices can vary widely based on the time of day, how far in advance the ticket is purchased, and the number of seats remaining on a flight.  

  • Hotels and Vacation Homes. (AirBnBs, Inns, Resorts)

Hotels use dynamic pricing to adjust room rates based on factors such as occupancy rates, seasonality, and events in the area. Room rates can fluctuate significantly based on factors such as the day of the week, time of year, and level of demand.  



Q. Is Dynamic Freight Pricing fair?

A. The fairness of dynamic freight pricing is a topic of debate, and opinions vary depending on who you ask. From the perspective of carriers, dynamic pricing can help ensure that rates are aligned with the costs of providing service and help carriers remain profitable. From the perspective of shippers, dynamic pricing can provide cost savings and flexibility by allowing them to take advantage of lower rates during off-peak periods.

To ensure that dynamic freight pricing is fair, it is important to implement pricing strategies transparently and to communicate pricing changes clearly to customers. Shippers and carriers should work together to establish clear pricing rules and to ensure that pricing decisions are based on objective criteria, such as market demand and capacity constraints. 

Q. When is the right time to implement a dynamic freight pricing model and what factors should be considered?

A. The key to effective dynamic pricing in freight is to consider a range of factors to ensure that the pricing model is effective and beneficial for both the business and its customers. Implementing a dynamic freight pricing model requires careful consideration and planning, and the following factors should be considered:

  • Market demand: Dynamic pricing is most effective when there is a high level of variability in market demand. For example, if demand for shipping services is highly seasonal or varies based on location, dynamic pricing can help carriers adjust their rates in response to changing demand patterns.
  • Capacity utilization: Dynamic pricing can help carriers optimize their capacity utilization by offering discounts during off-peak periods or for underutilized routes or equipment.
  • Cost structure: Dynamic pricing can help carriers adjust their rates based on their cost structure and capacit
  • y utilization. For example, carriers with excess capacity may offer lower rates to fill capacity and reduce waste.
  • Competition: Dynamic pricing can help carriers remain competitive by adjusting their rates in response to changes in market conditions and the actions of competitors.
  • Customer preferences: Dynamic pricing can help carriers tailor their rates to meet the needs and preferences of different customer segments. For example, carriers may offer lower rates for customers who are willing to be more flexible with their shipping schedule or who are willing to commit to a longer-term contract.


Q. What should customers consider when using dynamic pricing in Freight?

A. When using dynamic pricing in freight, customers should consider:

  • Transparency: Seek transparent and clear communication from carriers about how dynamic pricing works and how it may affect their shipping costs.
  • Flexibility: Dynamic pricing may offer customers opportunities to save money by shipping during off-peak periods or by being flexible with their shipping schedules. Customers should consider how much flexibility they have in their shipping needs and how they can take advantage of dynamic pricing opportunities.
  • Cost-benefit analysis: Consider the overall cost-benefit of dynamic pricing. While dynamic pricing may offer cost savings, it may also involve greater complexity and variability in shipping costs. Customers should evaluate how dynamic pricing aligns with their shipping needs and budget.
  • Carrier reputation: Customers should consider the reputation and reliability of carriers when evaluating dynamic pricing offers. Choosing a carrier with a strong track record of on-time delivery and customer service can help ensure that customers receive the quality of service they expect.
  • Long-term relationships: Consider the potential benefits of building long-term relationships with carriers. By working with carriers over time, customers may be able to negotiate better pricing and service terms and benefit from more consistent pricing.

Q. Do consumers benefit from Dynamic Pricing in Freight?

A. Consumers can benefit from dynamic pricing in freight if it results in more competitive pricing, improved service quality, and increased availability of shipping services. Depending on the supply, demand, and availability during the time they are trying to book a shipment, consumers can get super lucky. 

Q. How are LTL freight rates traditionally calculated?

A. Freight rates are traditionally calculated based on freight class. The higher the freight class, the higher the price. The lower the freight class, the lower the price. Freight rates are determined by the item’s dimensions, weight, stability, packaging, fragility, and mobility. 

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