Pricing analytics aims to tackle uncompetitive pricing, vendor unawareness of effective pricing strategies, disconnects between promotions and pricing, and ad-hoc promotion selection on an e-commerce portal. It does this through data analysis, competitive price mapping, monitoring competitiveness through market indices, and assisting vendors in developing low and right prices. Next steps include product selection analysis, competitive intelligence, building recommendation rules, dynamic pricing rules, and tracking results with basic and advanced pricing analytics models. The benefits are competitive pricing overall, better selection at better prices, and targeted pricing strategies. It requires data support to understand buyers and sellers, and tech support to scale web crawling and develop competitive intelligence.