The rapid development of new business practices relying on algorithms and big data leads to the rise of the digital economy with great transformations. Personalised pricing, one of those practices, can be described as price differentiation for identical products or services at the same time based on information an undertaking holds about a potential consumer. As the implementation of this practice becomes possible, the legal authorities introduced regulations regarding the legal framework of this practice. However personalized pricing in terms of European Union (EU) competition law is far from clear. Besides, studies on the effects of personalized pricing on the market and consumer welfare show that the effects of this practice are ambiguous. Therefore, regulating personalised pricing as an ex-ante violation of EU competition law leads to deprivation of taking advantage of the positive effects of it on the market and consumer welfare. Personalised pricing can be used as abusive practice in many ways, but this paper examines the relation between personalised pricing and predatory pricing which is a violation of Article 102 TFEU. This issue has not received adequate attention in terms of EU competition law even though its importance to the functioning of competitive markets.