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Are you curious to know how to turn website clicks into successful purchases? Want to know the secrets behind successful online pricing strategies for online stores? Dive into this article to discover valuable insights and techniques!

Online pricing strategies are techniques used by online businesses to determine the prices of their products. These strategies use several techniques that you can learn in this article.

These tactics also help businesses balance keeping prices low enough to compete and making enough money to stay in business. Businesses can also use premium pricing, which they charge more for their products, to show a feeling of quality and scarcity.

Retailers can attract customers and make more sales by using effective pricing strategies, leading to higher profits for their business.

This guide will help you optimize your online store. Entrepreneurs, small company owners, and online sellers should read this article.

What are Ecommerce Pricing Strategies?

A notebook with Pricing Strategy written on it

Online stores set their prices by using pricing strategies. Retailers look at wholesale, bundled, competitor, and recommended retail prices from the manufacturer. With these methods, ecommerce businesses can set prices to draw customers, make sales, and make money.

In online business, pricing strategies are important, as they help businesses determine product prices. Retailers consider competitors’ prices, bulk purchasing costs, special deals, and the manufacturer’s suggested selling price.

Another is they may also use premium pricing, where they charge higher prices to show that their products are of high quality and special.

These strategies allow online stores to set the right prices to attract customers, make sales, and earn money. It’s like finding the right balance between offering good prices and ensuring they can still make a profit.

Importance of Pricing Strategies In Online Retail

Pricing strategies play a crucial role in online retail. For ecommerce businesses, determining the right prices for their products is essential for success.

These tactics help businesses by considering prices on the market, prices offered by competitors, and manufacturer suggested retail prices.

By setting the right prices, online retailers can attract customers, increase sales, and earn healthy profit margins. Pricing strategies in online retail are like a secret weapon that helps businesses thrive in the competitive world of ecommerce.

11 Ecommerce Pricing Strategies

A person is holding two pieces of paper with value and price printed on it.

In ecommerce, companies can use different pricing methods to run their businesses. Different ways of setting prices for goods are used in each of these strategies. Let’s look at eleven ecommerce pricing strategies that can help online stores reach their goals.

Competitive Pricing

With competitive pricing, online stores set their prices to be lower than those of their competitors. This method tries to gain sales by keeping prices the same or making them better.

Having low prices gives you an advantage in the online market and draws people who care about price.

Example: To stay competitive, an online clothing shop might change its prices for similar items to match or beat those of its competitors.

Dynamic Pricing

Dynamic pricing is when online stores change prices based on customer behavior, demand, and time of day. This helps stores make more money or sales by setting the right prices.

With dynamic pricing in ecommerce, you can react to changes in the market, make the most money possible, and serve different types of customers.

Example: An online ticketing service might raise the price of tickets to a famous concert when demand is high and lower the cost when demand is low to encourage sales.

Value-Based Pricing

Value-based pricing is a method that online stores use to set prices based on how much people think their goods or services are worth. This method considers things like the quality of the product, how special it is, and how customers see it.

Value-based pricing in ecommerce can boost prices, enhance brand image, and attract quality-focused customers over price-conscious ones.

**Example: ** Customers may pay more at a famous online watch store because they think their unique watches are high-quality and vital.

Bundling and Cross-Selling

Bundling and cross-selling are pricing strategies commonly used in ecommerce. Bundle pricing involves offering multiple products as a package at a discounted price, providing customers with added value and encouraging them to purchase.

Cross-selling is when you suggest related or complementary goods to customers while they are buying. Bundling and cross-selling can increase the average order value, improve customer happiness, and boost sales in ecommerce.

Example: An online shop that sells technology might sell a laptop with a mouse and a backpack, or it might try to sell printers to people who buy computers.

Psychological Pricing

Psychological pricing is a technique where online stores set prices to make customers think and feel a certain way. This can be done by making costs less than a round number (like $9.99 instead of $10) or by drawing attention to sales and discounts.

The benefits of psychological pricing in ecommerce include creating the perception of a good deal, influencing purchase decisions, and capturing customer attention.

Example: An online clothing store may list a product at $19.99 instead of $20 to make it seem more affordable and enticing to potential buyers.

Price Anchoring

Price anchoring is a pricing strategy in which online shops establish a higher price for a product to give customers something to compare it to, then provide discounts or offers to make the current price look more desirable.

Customers think the discount is good when the original price is higher. Ecommerce price anchoring affects customer value perception, sales during promotions, and urgency. Showing a higher original price makes the discounted price seem like a good deal.

Example: An online furniture store selling a sofa has its original price of $1,500, but they market it as $999 for a limited-time deal.

Flash Sales and Limited-Time Offers

Flash sales and limited-time offers are ways that online stores set prices by giving big discounts or special deals for a short time. Customers feel a sense of urgency and excitement about these limited-time offers, which drives them to buy.

In ecommerce, flash deals, and limited-time offers can boost sales, bring in new customers, and make existing customers more loyal.

Example: An online store is having a quick sale lasting 24 hours. During this sale, certain skincare products will be discounted by 50%.

Retailers Pricing Strategy

With this approach, you must consider production costs, competition, market demand, and how customers see your product. A retailer’s pricing plan aims to find the best price that makes them money and gives customers what they want.

To convey exclusivity or excellence, this strategy raises prices. Premium pricing is when a luxury brand sells a designer handbag for more than comparable products. Due to their prominence and skill, customers may pay more.

Retailers also use discount prices as another method. By lowering prices quickly or holding sales events, stores try to get people interested and increase sales.

Example: A store that sells electronics might offer a limited-time discount on smartphones to get people to buy during the sale.

Tiered Pricing

Tiered pricing is a strategy where online retailers offer different pricing options or packages with varying features or benefits. This strategy lets customers choose the best pricing tier for their needs and budget.

The benefits of tiered pricing in ecommerce include appealing to a wider range of customers. It also maximizes revenue by offering options at different price points and providing them to customers.

Example: A software company offers a basic tier with limited features at a lower price. Then another set is a standard tier with more features at a moderate price. Lastly, a premium tier with advanced features at a higher price.

Subscription Pricing

One of the online pricing strategies that several businesses have used is “subscription pricing.” It is a way for online stores to sell goods or services repeatedly, usually for a fixed monthly or yearly fee.

This plan creates loyalty and provides a consistent income for the store. By offering subscription prices in online commerce, you can gain customer trust. You can also generate a reliable income and simplify the process for your customers.

Example: Streaming services, like Netflix, where customers pay a monthly fee to access a library of movies and TV shows. At the same time, subscription boxes are where customers pay a set fee to get curated goods every month. Both are examples of subscription pricing in ecommerce.

Price Matching

Price matching is a pricing strategy where online retailers offer to match or beat the prices of their competitors for the same product. This strategy lets customers shop confidently, knowing they are getting the best deal available.

The benefits of price matching in ecommerce include attracting price-conscious customers, building customer loyalty, and gaining a competitive edge in the market.

Example: A retail business may have a price matching policy where if a customer finds a lower price for a product elsewhere, the retailer will match that price to retain the customer’s business. This strategy helps to maintain customer satisfaction and encourages repeat purchases.

A custom graphic table for 11 Ecommerce Pricing Strategies

Best Practices for Effective Ecommerce Pricing Strategies

Find out the fundamental rules for pricing tactics that work well in ecommerce, from setting competitive prices to using customer psychology. These best practices will help you improve the pricing methods for your online store.

Research Competitor Prices

Keep an eye on the prices of your rivals to make sure your prices are competitive and appealing to your customers. This helps you put your goods on the market in the best way possible and stay ahead of the competition.

Monitor Market Demand

Do a market study and watch how customers act to keep up with market trends and preferences. With this knowledge, you can change your pricing strategies to keep up with changes in demand and ensure your prices match what customers are willing to pay.

Consider Value and Profit Margins

Set prices based on how much value your products give to customers. Think about the features, benefits, and quality that make your goods stand out. At the same time, make sure that your prices give you enough profit to keep your business running and growing.

Utilize Pricing Tools

Use pricing tools and apps that are out there on the market. These tools can automatically monitor prices, change prices on the fly, and look at competitors. They give you useful information and help you smartly set prices.

Implement Pricing Tests

Try different pricing methods to see how they affect sales and customers’ behavior. Run A/B tests or limited-time discounts to determine how customers react to different price points. Based on the results, adjust your price strategy to get the most sales and money.

Regularly Review and Adapt

You should keep an eye on how well your price methods are working, ask your customers for feedback, and keep an eye on how the market is changing.


Ecommerce businesses thrive with effective pricing methods. Retailers can boost sales and profits by setting competitive prices that reflect value and can be adjusted. Ecommerce businesses succeed with effective pricing methods.

Retailers can increase sales and profits by setting competitive prices that reflect value and can be adjusted. To thrive in ecommerce, it’s crucial to understand how to price against competitors.


What is Keystone Pricing?

Keystone pricing is a pricing strategy where the price of a product is set at double the wholesale cost. It is commonly used in retail businesses and ensures a consistent profit margin of 50% for each unit sold.

What is Wholesale Price?

The wholesale price is what retailers and other businesses pay for bulk products. It’s cheaper than retail because stores buy items at a discount and sell them for more.

What are the 5 Ps of Pricing?

The 5 Ps of pricing are Product, Price, Location, Advertising, and Profit. They are important things that companies look at when they set prices.

What are the 4 Commonly Used Pricing Strategies?

The four main pricing strategies are cost-based, market-based, value-based, and competitive-based pricing.

What is the Simplest Pricing Strategy?

The easiest pricing strategy is cost-plus pricing. It involves calculating production costs and adding a markup to set the selling price.