How can Dynamic Pricing Models be Successfully Implemented into Digital Marketplaces to Benefit SMEs in Kazakhstan?

​​The increased popularity of digital marketplaces caused many SMEs to start their online journey. However, the lack of systematisation and optimisation means that SMEs are often unproductive and do not fulfil their potential. This is worsened by the cost complexity of import-focused pricing, which is caused by local market conditions and the swift nature of digital marketplaces. The Kazakhstani market is rapidly developing; however, it is relatively unstable for SMEs. The price complexity issue can be solved by developing dynamic pricing models based on regional contexts. This study created an optimisation model with a macroeconomic focus through data analysis of key economic factors in Kazakhstan. The final dynamic pricing model focused on inflation, exchange rates and product demand.