This paper deals with price discrimination in general and, moreover, the systems of dynamic pricing in E-Commerce. The tactics of retailers for customer acquisition and pricing are no longer the same. Online retailers are investing in new technologies and software solutions to dynamically adjust their prices to the company's target - fully automatically. The balance between competitiveness and profit maximization faces customer satisfaction and customer loyalty. The aim of this work is to investigate how dynamic pricing works and which methods can be used to reach new types of customers. Research results are derived from conclusions drawn from a set of expert interviews, based on a detailed literature analysis, that were led for the purpose of this paper. In the end the knowledge is revealed that an industry-dependent form of dynamic pricing can be used sustainably to reach new customer types while maintaining competitiveness.