Abstract: The invention is an online Dutch auction where sellers can optimize the auction's pricing algorithm and related parameters to suit their needs and market conditions. Using the pricing algorithm, the invention creates BidBlocks for each price point, and places them in a tabular format or calendar where appropriate to simplify bidding. The invention always presents a “Buy It Now” option to shoppers to purchase the item at the current discount, or alternatively allows bidding on future price points. Active bidders are displayed in a Leaderboard which summarizes their status and relative placement. Numerous other features enhance the operability and usefulness of this invention for both buyers and sellers.