Pricing is the creation of a price. In a market economy the price is made by supply and demand. The suppliers would like to get the price as high as possible and the consumers would like to pay as few as possible. Prices will be built if consumers and salesmen make an agreement of the exchange of goods.
There are many consumers but only a few suppliers.
There are many consumers but only one supplier.
Many suppliers are compared to many consumers. By the low market share of the individual supplier you call it "atomize market structure". You also call this market form competitive market.
The supplier will offer more goods, if the market price is rising. (and backwards)
The consumer will demand more goods, if the market price drops. (and backwards)