💡 How to prevent repricing loops with Dynamic Pricing?

What is a repricing loop?

If you actively monitor Google Shopping with a Dynamic Pricing strategy to always be the cheapest offer, you may experience unexpected a repricing loop, also know as self-cannibalization.

This may happen when:

• A marketplace (e.g. Leroy Merlin) appears as a single seller in Google Shopping.
• The displayed price is the Buy Box price, not necessarily the marketplace’s own retail price.
• In many cases, you are the Buy Box winner on that marketplace.
• However, the Buy Box seller is not visible in the Google Shopping offer view.

As a result, your Dynamic Pricing strategy detects the marketplace as a competitor and automatically lowers your price to beat it — even though it is your own offer.

How to isolate the marketplace from your Google Shopping strategy

To prevent undercutting your own prices and protect your margins, we recommend separating the marketplace from your Google Shopping pricing strategy.

1. Exclude the marketplace from your Google Shopping pricing rules

In "Dynamic Pricing" > "Strategy Editor", click on the Manual Override Action affected with this loop.

Edit this action (see screenshot below) to exclude the marketplace from the Google Shopping view, so that it no longer influences the repricing.

2. Request the creation of a dedicated marketplace view

You may ask your Lengow CSM to create a separate view for the marketplace (e.g. Leroy Merlin). 

 This setup is configured on Lengow’s side and cannot be created directly from your account.

This allows you to:

• Monitor the marketplace separately
• Build specific pricing rules to win the BuyBox while excluding yourself
• Control margins more precisely