Case Study: How Secumarket Used Automation to Bring Structure to Marketplace Pricing
This case study explores how Secumarket, a specialized security systems marketplace, uses Priceva to monitor pricing across more than 14,000 products, analyze market trends, and provide sellers on its platform with timely, data-driven pricing guidance.
About the Company
Secumarket is a specialized marketplace focused on security systems. The platform brings together sellers of video surveillance equipment, alarm systems, fire protection equipment, access control systems, smart home solutions, and related electronics.
In two years, the platform has become a marketplace for large and mid-sized distributors and manufacturers. Its product assortment exceeds 170,000 items.
In two years, the platform has become a marketplace for large and mid-sized distributors and manufacturers. Its product assortment exceeds 170,000 items.
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“We work with all kinds of sellers, from large distributors to small manufacturers. They set their own prices. Some price according to the market, while others simply take a chance, which creates a wide variation in prices.”
Challenge
The Secumarket team faced a problem common to marketplaces: the absence of a consistent pricing logic. Sellers listed identical products at different prices, ranging from reasonable market prices to clearly inflated ones. This made promotion more difficult, reduced conversion, and created the risk of losing customers to larger marketplaces.
The company also needed to identify its Group A products so that it could focus monitoring on its most popular items.
The company also needed to identify its Group A products so that it could focus monitoring on its most popular items.
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“Customers compare prices. Even a relatively small price difference can be critical. We needed to support distributors and resellers by helping them understand whether their prices were in line with the market.”
Before Automation
Before automating price monitoring, the team manually checked prices across popular marketplaces and specialized websites. This required a significant amount of time and produced only fragmented data. There was no systematic process.
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“We needed a quick and clear way to see where sellers were setting prices too high so that we could provide recommendations and help them stay aligned with the market. It was also important to compare prices both outside and within our marketplace because competition exists in both places.”
Why Secumarket Chose Priceva
The decision to choose Priceva as a partner for collecting market pricing data came after the Secumarket team met company representatives at an industry exhibition. The service stood out for its ease of use, functionality, and price-to-capability ratio.
The launch was completed quickly. Some product cards were uploaded by the team itself, while others were added with the help of contractors and Priceva support. Later, the company added paid product matching and feed-based uploads.
Price monitoring currently includes up to 100,000 checks per month:
The launch was completed quickly. Some product cards were uploaded by the team itself, while others were added with the help of contractors and Priceva support. Later, the company added paid product matching and feed-based uploads.
Price monitoring currently includes up to 100,000 checks per month:
- more than 14,000 SKUs are analyzed;
- products are monitored across 15–20 specialized websites and marketplaces;
- checks are performed as needed, with monitoring organized by brand, product category, and requests from individual sellers.
- quickly identify price deviations;
- prepare personalized recommendations for sellers;
- create clear visual reports that highlight pricing issues and suggest potential price adjustments.
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“We export reports from Priceva to Excel, remove unnecessary information, highlight problematic prices, and add comments. The manager then sends the report to the seller. Some sellers agree and adjust their prices, while others decline. But most importantly, we have an analytical foundation and arguments to support our recommendations.”
How the Data Is Used
Price monitoring is used as needed, either in response to seller requests or when the team notices a decline in sales.
In these situations:
In these situations:
- Excel reports with hyperlinks to competitor websites are created.
- For greater clarity, data is compiled into presentations and visualized when necessary.
- Prices that exceed market averages are highlighted, and managers receive recommendations for price reductions.
- Personal account managers provide the reports to sellers to help bring their prices in line with current market conditions.
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“We were missing a service that could provide a report with a hyperlink to the relevant product page in each cell. Now all the analytics are available in one click. It saves us a significant amount of time.”
What's Inside the Report
- Tables with hyperlinks to competitor product pages.
- Automatic highlighting of minimum and maximum prices.
- Ready-to-use exports by category, brand, and seller.
- Price change history, which is manually retained to build an analytical database.
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“A ready-made report where the information is already organized in the format we need saves dozens of hours. With one click, we can open a product page, understand what is happening, compare prices, and provide recommendations. It is convenient and easy to understand, even for people who are not confident Excel users.”
Empower Your Business with Priceva's Price Tracking Solution
Take charge of your pricing strategy with Priceva's powerful price tracking tools.
Results of Price Monitoring Automation
1. Less Time Spent on Analysis
1. Less Time Spent on Analysis
Instead of selective manual checks, the team can quickly collect data across 14,000 product listings and generate reports in the formats and breakdowns required for analysis.
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“Previously, it could take several days to compile a sample manually. Now we simply run Priceva, export the report, and can provide recommendations within an hour. This is critical for a platform where products are constantly being updated.”
2. More Efficient Use of Staff Resources
2. More Efficient Use of Staff Resources
One marketing specialist and one analyst can handle a task that, with manual monitoring, would require an entire department.
3. Stronger Marketplace Expertise
3. Stronger Marketplace Expertise
Automating data collection has strengthened Secumarket's positioning as a professional partner with market pricing expertise.
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“The most valuable thing is that we can see the market from the customer's perspective. Within a single product listing, we can see who is selling the same product, at what price, and in what volume. This strengthens our internal expertise and allows us to help sellers.”
4. Better Support for Sellers
4. Better Support for Sellers
More than half of the sellers began requesting monitoring data themselves to help optimize their prices. The Secumarket team has current market data available to provide well-supported recommendations and help sellers avoid losing potential customers because of unjustifiably high prices.
Conclusion
The Secumarket case demonstrates how a specialized marketplace can bring greater structure and transparency to pricing even within a complex multi-vendor environment. With Priceva, the team can monitor more than 14,000 products, turn market data into practical recommendations for sellers, and complete analysis that previously took several days within an hour.
For marketplaces and online retailers without the resources to collect pricing data manually, automated monitoring provides a scalable way to understand market prices, identify deviations, and support more informed pricing decisions.
For marketplaces and online retailers without the resources to collect pricing data manually, automated monitoring provides a scalable way to understand market prices, identify deviations, and support more informed pricing decisions.
Empower Your Business with Priceva's Price Tracking Solution
Take charge of your pricing strategy with Priceva's powerful price tracking tools.
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