eCommerce Pricing Strategy: 13 Standout Brand Examples

Under normal circumstances, over 60% of shoppers claim that price becomes the leading factor that helps them decide on a purchase.

Under duress, this section becomes almost 80% of all shoppers.

In this piece, we’ll also go deeper into how to pick a pricing strategy & how to arrive at a price mix:

13 eCommerce pricing strategies to drive more sales

How to select the right pricing strategy

How to position product prices for more sales

How to combine pricing strategies to boost sales

13 eCommerce Pricing Strategies to Drive More Sales

A list of effective eCommerce pricing strategies with real-world examples. Learn how leading online stores set prices to boost sales, increase loyalty, and maximize profits.

1. Chubbies (Psychological Pricing)

Psychological pricing is an eCommerce pricing strategy that appeals to customers’ emotions rather than logic. 

This often means setting prices like $9.99 instead of $10 to create a perception of better value.

How to implement this eCommerce pricing strategy:

• Use .99 or .95 endings to create a “better deal” perception.
• Highlight the discount in red or bold to attract attention.
• A/B test round vs. charm pricing to see what converts better.
• Display “limited-time” next to the price to build urgency.
• Keep price presentation clean and consistent across your eCommerce store.

How Chubbies uses psychological pricing:

Men’s vintage shorts brand Chubbies plays with this eCommerce pricing strategy rather successfully. 

By no means are they a cheap shorts brand, but what they use to their advantage is quantity-based pricing, nudging shoppers to buy 2 so that they can enjoy a $10 off:

What makes this eCommerce pricing strategy work for Chubbies is the latter’s business mission, which finds clear mention on their store, across high intent pages:

2. Thrive Market (Competitive Pricing)

This eCommerce pricing strategy sets prices based on what competitors charge for similar products. 

Online stores use tools to monitor market trends and adjust their eCommerce pricing in real time to stay attractive.

How to implement this eCommerce pricing strategy:

• Use automated tools to track competitor prices in real time.
• Create value bundles or add perks instead of just undercutting.
• Highlight USPs (free shipping, warranty) if you can’t match the price.
• Price-match guarantees can reduce cart abandonment.
• Set alerts to adjust eCommerce pricing when key competitors shift.

How Thrive Market uses competitive pricing:

In a world where organic foods cost at least 7.5% more than their usual counterparts, Thrive Market is operating on a competitive pricing strategy. 

Whether a shopper chooses to pay the list price or opts for Autoship, Thrive Market’s “price guarantee” becomes operational. The brand even maintains a separate page to explain this eCommerce pricing strategy:

You should also read: 15 Critical Steps In eCommerce Competitor Analysis

3. Best Buy (Discount Pricing)

Offering reduced prices temporarily or seasonally to increase conversions. 

eCommerce stores frequently use this to clear inventory or drive flash sales.

How to implement this eCommerce pricing strategy:

• Run flash sales with countdown timers for urgency.
• Offer tiered discounts to increase cart value (e.g., 10% off $50, 20% off $100).
• Limit quantity (e.g., “only 5 left at this price!”) to boost scarcity.
• Use email/SMS campaigns to promote short-term discounts.
• Highlight the % saved prominently on product pages.

How Best Buy uses discount pricing:

In their eCommerce pricing model, Best Buy usually offers products for at least 10% to 15% lesser than its counterparts. 

They have further amplified this long-standing strategy by initiating Best Buy Drops, limited time exclusive deals that only app users are able to leverage. 

Alongside, they also offer exclusive deals to shoppers who partake in their loyalty program “Plus”: 

4. Boohoo (Anchor Pricing)

Displaying a higher original price next to the current selling price makes the current offer look like a great deal. 

This is widely used in eCommerce product listings to increase perceived savings.

How to implement this eCommerce pricing strategy:

• Always show the old price with a strikethrough to anchor value.
• Use contrasting colors to highlight the discount visually.
• Display the percentage saved (e.g., “Save 40%”) clearly.
• Make sure the original price is believable, not inflated.
• Combine with bundle offers for added perceived value.

How Boohoo uses anchor pricing strategy:

Boohoo owns multiple fashion brands, including Dorothy Perkins, Coast, Oasis, and Warehouse.

They sell identical items at different prices across its brands (like Coast and Dorothy Perkins) to make the cheaper one seem like a bargain.

They also regularly offers deep markdowns, using inflated original prices to make deals feel urgent and valuable.

5. Scentbird (Subscription Pricing)

Offering products or services for a recurring fee (monthly/annually). 

eCommerce stores use this for items like beauty boxes, software, or consumables to ensure predictable revenue.

How to implement this eCommerce pricing strategy:

• Offer a discount for subscribing (e.g., “Save 15% with monthly delivery”).
• Let shoppers pause, skip, or cancel easily—flexibility boosts trust.
• Add surprise freebies in recurring boxes to reduce churn.
• Show savings vs. one-time purchase clearly.
• Upsell annual plans with bonus perks (e.g., “2 months free”).

How Scentbird uses a subscription pricing strategy:

By offering affordable monthly plans, customers can experiment with various fragrances without committing to full-sized bottles.

Premium scent options and multi-fragrance plans provide opportunities for increased revenue per customer.

They offer flexible subscription terms and personalized scent recommendations aim to build long-term customer relationships

Also, subscribers can skip a month or cancel at any time without penalties, enhancing customer satisfaction and retention.

6. Love Wellness (Bundle Pricing)

Bundle pricing includes selling a group of related products together at a reduced price. 

This eCommerce pricing strategy encourages higher-order value and cross-selling.

How to implement this eCommerce pricing strategy:

• Create themed bundles (e.g., “Starter Kit,” “Summer Essentials”).
• Show bundle savings in dollars and percentage.
• Let customers build their own bundle for personalization.
• Offer time-limited bundles for urgency.
• Include reviews or testimonials for bundled items.

How Love Wellness uses bundle pricing strategy: 

Love Wellness created exponential business growth by marketing their products to the right audience segments on social, especially Facebook. 

Alongside, they took a bundle pricing stance and combined it with subscription savings to offer 50% more savings as against one-time purchases (which already stand at a lower value than the list price):

7. Dollar Shave Club (Loss Leader Pricing)

Selling a product at a loss to attract customers who will hopefully purchase other profitable items. 

Used in eCommerce to increase cart size or cross-sell complementary products.

How to implement this eCommerce pricing strategy:

• Promote the loss leader heavily on landing pages and ads.
• Pair it with upsells during checkout.
• Limit purchase quantity to control loss.
• Use bundles to offset the low margin.
• Track LTV (lifetime value) of customers acquired this way.

How Dollar Shave Club uses loss leader pricing: 

Dollar Shave Club penetrated an existing market with its pricing model, giving an established brand like Gillette a run for its money. 

To this day, the company focuses on serving the 18 to 34 year male demographic and uses an additional subscription-based model to drive repeat purchases (such a win-win!)

Alongside, Dollar Shave Club works with a free shipping threshold so that they don’t lose additional resources catering to low-value customers (while offering free shipping to first-time customers to lower overall acquisition costs):

8. Tiffany & Co. (Premium Pricing)

Premium pricing includes setting high prices to reflect a product’s luxury or exclusivity. 

Often used in eCommerce for branded or limited-edition items to create a sense of prestige and value.

How to implement this eCommerce pricing strategy:

• Invest in premium product photography and copywriting.
• Limit quantity to add exclusivity.
• Emphasize craftsmanship, origin, or brand story.
• Use testimonials and influencer endorsements to justify the price.
• Avoid discounting, maintain exclusivity.

How Tiffany & Co. uses premium pricing strategy: 

Manufacturing fine jewelry, Tiffany & Co. is known for its staggered approach to pricing over the years. 

While they fix their products at a premium, they also ensure customers get a number of value-add services at this price including: 

‍✔ Free virtual & in-store appointments: an easy multi-step form with quick options make this option user-friendly

✔ Special packaging: They call it the “Blue Box” packaging

✔ A great browsing experience: Even when shoppers return to their store after a while, the brand offers a “Thanks for returning to Tiffany” note along with recommendations from the previous browsing experience:

We recommend you read: 6 Ways to Make Your Products Look Exclusive (& Real-world Examples)

9. Nordstrom (Dynamic Pricing)

When picking an online store pricing strategy, some brands go with dynamic pricing, which is to price products in a way that reflects the market situation. 

Dynamic pricing allows eCommerce brands to flex their prices based on demand, which means if there’s a higher demand, you can charge a relatively higher price. 

How to implement this eCommerce pricing strategy:

✔ Seasonal surge: The ability to offer better products at a lower price during peak buying season can be super effective.

✔ New launches: This is ideal for brands that frequently launch new product lines, with each new launch, previous lines can be made cheaper and more financially accessible to shoppers.

How Nordstrom uses dynamic pricing: 

While at the uppermost layer Nordstrom maintains a premium pricing strategy, they also make smart use of dynamic pricing from time to time. 

They typically leverage anniversary sales and defined clearance events to run steep discounts on their products, managing to be at par with competitors who may be charging the same but don’t have the same brand value:

10. Dossier (Fair Pricing)

Fair pricing involves setting prices that are perceived as justifiable and reasonable by customers. 

This strategy fosters long-term trust in e-commerce, particularly for ethically or sustainably produced goods.

How to implement this eCommerce pricing strategy:

• Explain pricing breakdowns (e.g., labor, materials, logistics).
• Share your brand’s ethical mission clearly.
• Avoid excessive markups, focus on transparency.
• Compare pricing to the market average to show fairness.
• Reinforce the quality and longevity of the product.

How Dossier uses fair pricing strategy:

Perfume brand Dossier has maximized profits by taking on the fair pricing approach. 

While they started with prices across all perfumes at $29, they’ve lowered this further over time and right now, their perfumes start at $19. 

As a result, first time visitors at the Dossier store end up buying at least 2 to 3 products during a single shopping session:

You'll love reading: 20 Experts Share Proven eCommerce Growth Strategies (2024)

11. Away (Value-based Pricing)

Value-based pricing includes setting prices based on what customers believe the product is worth, not just the cost. This eCommerce pricing strategy works well for niche, high-value, or personalized products.

How to implement this eCommerce pricing strategy:

• Use storytelling to show the product’s value.
• Highlight transformation, benefits, and emotional appeal.
• Gather and showcase high-value testimonials.
• Focus on benefits over features in product descriptions.
• Run surveys to understand what customers think the product is worth.

How Away uses value-based pricing strategy:

While Away is technically a luggage brand, its founders insist on focusing on the “journey.”

This is what has helped Away stick with a value-based pricing strategy that customers have no trouble putting their faith in. 

Each product comes with multiple thoughtful details & specifications, and what’s better, the brand even allows shoppers to personalize their buys:

12. Swiff (Geographic Pricing)

Adjusting prices based on the customer’s location due to factors like shipping costs, taxes, and regional demand. 

eCommerce stores can auto-detect regions to apply this pricing strategy.

How to implement this eCommerce pricing strategy:

• Use IP tracking to auto-detect location and adjust pricing.
• Display currency in local format for familiarity.
• Offer location-specific promotions or free shipping thresholds.
• Adjust prices for high-demand regions to improve margins.
• Be transparent about regional price differences to build trust.

How Swiff uses geographic pricing to reach more customers:

Swiff's website allows customers to view prices in their local currencies.

This localization simplifies the shopping experience and helps customers better understand product costs.

For shoppers based in USA, the prices are supported by BPNL payment method.

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While for shoppers based New Zealand, the product price changes accordingly:

13. Barnes & Noble (Penetration Pricing)

If you are launching a product at a low price to gain market share quickly, then consider penetration pricing. 

This pricing strategy can help to categorize products and attract early adopters.

How to implement this eCommerce pricing strategy:

• Label products as “introductory offer” to create urgency.
• Set a clear timeline for a price increase.
• Collect reviews during the low-price period.
• Promote heavily on social media to build traction.
• Gradually introduce new features or bonuses to justify future hikes.

How Barnes & Noble uses penetration pricing to reach more customers:

Barnes & Noble uses penetration pricing to reach more customers by offering exclusive pre-order discounts.

This way, they attract early buyers with lower prices, encourages loyalty by offering exclusive editions.

This also helps them competes with rivals like Amazon through aggressive pre-launch pricing and builds hype for book releases while locking in sales before launch.

5 Additional eCommerce Pricing Strategies That Boost Sales 

1. Product Variant Pricing

Charging different prices for product variants (e.g., color, material, features) within the same product listing. 

This eCommerce pricing strategy increases customization and caters to varied budgets.

How to implement this eCommerce pricing strategy:

• Use clear labels like “Premium,” “Eco,” or “Limited Edition.”
• Highlight what makes the variant worth more (e.g., organic cotton).
• Keep base pricing visible to create a price anchor.
• Let shoppers easily compare features across variants.
• Show customer reviews for higher-priced variants.

2. Product Size Pricing

Charging differently based on product size or quantity. 

This is a common practice in online grocery stores, where larger sizes or packs are priced differently due to value or cost of production.

How to implement this eCommerce pricing strategy:

• Offer slight discounts on larger sizes to encourage upsizing.
• Use “Best Value” tags on mid or large options.
• Display unit price (e.g., $/ml or $/oz) for transparency.
• Bundle smaller sizes for sampler packs.
• Highlight shelf life or usage duration for each size.

3. Restock Pricing 

Restock pricing is an eCommerce pricing strategy where you adjust the price of a product when it’s back in stock, usually after a sell-out or limited availability. 

It leverages customer anticipation and perceived value based on scarcity. This eCommerce pricing tactic works especially well for in-demand or viral items.

How to implement this eCommerce pricing strategy:

• If an item sells out quickly, customers see it as valuable. Raise the price 5–10% when restocking to reflect demand, so just be transparent.
• Add urgency tags like “Just Restocked” or “Back in Limited Stock” to push faster conversions.
• Let customers sign up for restock notifications, and send personalized alerts as soon as the product returns.
• Pair the restock with new images, influencer reviews, or seasonal content to reignite interest and increase cart value.

4. Customer-Segmentation Pricing

Pricing tailored to specific customer groups (e.g., students, new users, VIPs). 

eCommerce stores can use account data or behavior to offer segmented discounts.

How to implement this eCommerce pricing strategy:

• Use popups or account sign-in to apply segmented discounts.
• Offer loyalty rewards to return customers.
• Create exclusive offers for email or SMS subscribers.
• Use data to create VIP tiers with better pricing.
• Target ads based on pricing segments (e.g., “25% off for students”).

5. Keystone Pricing

A traditional retail pricing method where the selling price is set at double the wholesale cost. 

In eCommerce, this is a baseline pricing strategy for many physical product sellers.

How to implement this eCommerce pricing strategy:

• Use keystone as a base, then layer value or urgency above it.
• Adjust pricing for perceived value if your product is premium.
• Review wholesale costs regularly to maintain healthy margins.
• Combine with bundle or discount pricing when needed.
• Test customer willingness to pay above the keystone baseline.

How to select the right pricing strategy for your online store

What is the smartest price strategy? What’s going to work for your business given the industry, the category? 

Follow the steps below to see which eCommerce pricing strategy will fit your business:

1. Assess the pricing potential

One of the first things to do to increase your chances of earning a profit is to go as close to your ideal pricing potential as possible. 

To be able to do this, focus on:

✔ What your market will reasonably pay for what you have to offer

✔ How your value proposition is supporting your pricing goal (or not)

✔ What existing operational / manufacturing / business advantages you have 

✔ What you can do to innovate on your products / product mix in the coming months

2. Study TG shopping behavior

When you’re looking to create an eCommerce customized pricing strategy, your TG’s shopping & browsing behavior should play a central role. 

Here are some cues to begin that analysis:

✔ How are they interacting on “free” offerings across your store? (for example, do more shoppers seem to prefer free shipping over free gifts over a certain threshold?)

✔ How are they engaging with recommendations you show up on-site and over email? (is there a pattern of adding only lower priced recommendations to cart? Or are they picking higher-priced products only from certain categories?)

✔ How are they engaging with offers and discounts over the year versus during peak shopping season?

✔ Which products are they searching for more and what triggers them to perform a search?

3. Check on competitor pricing

Just as your target audience makes up a big piece of your pricing strategy puzzle, so do your competitors. 

In oder to assess how they’re approaching their pricing:

✔ Check for the pricing strategies of both direct & indirect competitors

✔ Go deeper into the context in which a particular pricing strategy was set

✔ Figure out when singular strategies are used versus when competitors opt for a price mix

✔ How they justify factors like volume, USP, positioning, business goals etc. with respect to pricing

✔ Consider your category, brand & industry before you make conclusions

You should also read: Finding The Right Target Audience In eCommerce: 16 Proven Strategies

4. Figure out the price range

To enhance your eCommerce price management, it’s critical that you set the price range for the products you sell—here are a few to-dos in this aspect:

✔ Check on multiple pricing models and see which one will help you balance revenue & value

✔ Look into variable costs associated with each product (labor, raw materials, shipping etc. which can change based on how much you’re manufacturing)

✔ Similarly look into fixed costs like rent, utilities, permits etc. 

✔ Figure out your profit margin per product and see if currently it’s being met—if not, work backwards to determine how best you can optimize

✔ Compare the range used by your competitors for products that are similar

5. Get customer feedback on pricing 

It’s a fact that 81% of shoppers prefer to compare prices before buying. 

So get your eCommerce pricing strategy right, one step is to ask customers for frank feedback:

✔ Incentivize feedback when asking email subscribers to provide it—ask cart abandoners specifically

✔ Insert a question on pricing effectiveness within your website feedback form

✔ Go through reviews & get in touch with those who’ve raised issues with pricing—you’d then know the exact reasons why they didn’t find the price to be right (this is especially helpful if the price is high)

6. Experiment & iterate

While you’d want to get to the right pricing strategy immediately, it’s hardly ever possible without multiple experiments—in your pricing experiments, here’s what you’ll need to look into:

✔ Reframing how you mention your prices—for example, a product you sell may be $72 for a year, but you might benefit from stating it as $6 a month

✔ Recommending products with price differentials—A/B test what placement of recommendations seems to nudge shoppers to adding to cart and completing a purchase

✔ Using a mix of prices across your store—for example, you may wish to make your membership program prominent and charge lesser prices as part of this versus the usual list pricing

How to effectively position product prices to drive more sales

To drive more sales in your eCommerce store, price positioning on your product and landing pages plays a crucial psychological role in conversion. 

Here’s how and where to strategically position your prices for maximum impact, based on proven eCommerce pricing strategies:

1. Homepage

People form purchase interest within seconds. 

Price clarity here prevents bounce and drives clicks to product pages.

Show starting prices on featured product banners (e.g., “From $29.99”).

Highlight deals or bundles with visible price tags or discounts upfront.

Use badges like “Under $50” or “Today Only: $15 Off” to segment by price.

If showing multiple products, include price below each image for easy scanning.

2. Dropdown Menus / Navigation

This supports customer-segmentation pricing and fast decision-making based on what users can afford or are willing to pay.

Add filter links like “Shop Under $25,” “Premium Picks,” or “Best Deals Today.”

If showcasing featured items in dropdowns, display the price right under the product thumbnail.

For “Sale” or “Clearance” menu items, show discount percentage or final price.

3. Near the Product Title

Immediate context. It helps buyers instantly evaluate value before scrolling further.

Customers scan from top down—seeing the price next to the product name reduces friction.

Use bold, slightly larger fonts to make the price easy to find.

4. Above the Fold

Creates urgency without needing the customer to scroll.

For limited-time offers, show the discounted price and countdown timer at the top of the product page or homepage.

5. Price on Hover or Quick View Previews

Reduces browsing fatigue and increases click-through for products in the customer’s price range.

On category or collection pages, let customers see the price without clicking through.

Use hover previews or mini popups with the price clearly displayed.

6. Cart Page

Transparency here minimizes price shock, encourages upsells, and improves trust.

Show itemized prices, subtotal, discount, shipping, and estimated total upfront.

Highlight savings in green or bold (“You saved $12.00!”).

If offering free shipping or bundle discounts, show how much more they need to spend to unlock it.

Add cross-sell pricing beneath suggested add-ons (“Add for just $5.99”).

7. Checkout Page

Any last-minute confusion kills conversions. Clear, fair pricing here seals the deal.

Display a clean final breakdown: product cost, taxes, shipping, and total.

Reinforce value with statements like “You’re saving 20% today.”

Offer pricing options (e.g., subscriptions, installments, “Pay in 4”) if applicable.

Reconfirm discounts/promos with bold labels before payment.

How to combine pricing strategies in eCommerce to boost sales

During your pricing A/B testing efforts, you might just find that a mix of prices will work better for your store, so, to combine pricing strategies, here’s what you’ll need to do:

1. Define your goal

Before you set in motion an effective price mix, you’ll have to see what you’re aiming for: are you trying to retain customers & lessen cost of acquisition? Or are you looking to push out a higher sales volume? Or is your goal to attract new customers with the least amount of marketing spend?

2. Consider what pricing works well in your category

It’s likely that not all your competitors are following the same eCommerce pricing model. 

So, what you’ll need to round up on is what the most successful brands are doing—and see their approach during significant events such as 4th of July and Black Friday. 

Based on your goal(s), figure out how competitors are determining various components around pricing including membership programs, discounts, referral rewards etc. 

3. Consider the factors that affect your prices 

What will also help you arrive at a price mix is to take into account factors that influence your prices directly or indirectly: 

✔ Market condition—is inflation raging? How is your industry / category responding to the market situation?

✔ Shopper perception—what sort of views do they hold about your category? How do they view your brand and its offerings in particular? 

✔ Spending ability—since every TG segment comes with its own unique spending power, you’ll have to look at what yours is defined by

People also ask about eCommerce pricing strategies

1) What is the best pricing strategy for ecommerce?

While eCommerce brands can consider picking from several different strategies, the most successful ones seem to be:

✔ Value-based pricing: This is one of the best eCommerce pricing strategies because it lets a business define prices based on the value the customer perceives the brand is about

✔ Competitive pricing: As a pricing model, this works because it allows unparalleled transparency for shoppers to consider before buying

✔ Dynamic pricing: This is one of the best pricing strategies because it takes into account the complex market conditions that eCommerce plays in 

✔ Penetration pricing: Due to heavy competition, eCommerce brands often need a pricing edge over competitors—during product launches, reducing or spiking the price to alter shopper behavior can be effective

2) What are the benefits of two-sided pricing?

Two-side pricing adopted by typical eCommerce marketplaces have multiple advantages associated with it including:

✔ Wider customer base, leading to greater transparency

✔ The ability to compare prices, features and specifications 

✔ A competitive context that usually leads to enhanced customer support & experience

3) What is the difference between price anchoring and price skimming?

In eCommerce, price anchoring is a psychological pricing tactic that helps a business recommend a higher value product against a lower value one. This enables drawing the customers’ attention to the lower-priced product and often guarantees a purchase. 

Price skimming, on the other hand, is about launching a product at a much higher price only to lower it in a staggering way so that price-sensitive customers become interested and convinced. 

Balance your pricing strategy with great UX

98% of visitors who visit an eCommerce site, drop off without buying anything—even when the pricing is just right.

Why: user experience issues that cause friction for visitors.

And this is the problem ConvertCart solves.

We've helped 500+ eCommerce stores (in the US) improve user experience and 2X their conversions.

How we can help you:

Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.