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Nowadays, reverse pricing as a special form of dynamic pricing has become an increasing concern in e-commerce. Reverse pricing gives potential customers an active role: The price of a transaction is not given by the supplier, but is mainly determined by the buyer's bid. This paper emphasizes the development of current reverse pricing models to price elasticities. The reason is that price elasticities, such as price elasticity of demand and supply, measure how much the quantity of demand or supply changes when its price changes. Therefore, I have investigated supply chains from a pricing perspective which yields a rich theory on coordination mechanisms for demand and supply. I have designed a new automated coordination mechanism aimed at reducing order and inventory variances. I have evaluated my proposal by conducting a simulation study using a multi-agentbased simulation system, and show that the novel approach results in a significant reduction of the order and inventory variances (socalled bullwhip effect).