Selling online is big business and is undeniably a highly competitive arena. It would be interesting if sales would happen due to consumers’ purchasing decisions based only on the quality, benefits, and features of your product, ease of ordering, and customer service. But, unfortunately, price plays a vital role in making a purchase.
The present world of online sales often comes down to product price despite the freebies offered or the competition. However, setting your product prices is not a simple task when the price is a massive factor for any business. Hence, it becomes imperative to have a reliable e-commerce pricing strategy.
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What is a pricing strategy?
It is not as easy as simply choosing a price and then selling your items at that price. However, a pricing strategy helps to regulate the price, maximizing your profits while continuing to remain attractive to the consumer.
It may seem complicated and time-consuming but it is crucial to have an e-commerce pricing strategy. Without a pricing strategy, you enter the risk of not achieving sales if the price of your products is too high. But again, if it is too low, the possibility of making any profit is zero. So, consider the best pricing strategy for your target audience.
Factors affecting your e-commerce pricing strategy
Whether your company is large or small, certain factors are involved in setting your specific pricing strategy.
- Take into account all your costs, including production costs, shipping costs, labor costs, advertising, and marketing costs.
- Set a fair price. Low prices make your products appear affordable but fair prices can be achieved when you make sure your product has a USP – ‘similar but better.’
- Evaluate the prices set by your competitors. Based on that data, you can fix your prices relative to theirs.
5 best e-commerce pricing strategies
1. Cost-based pricing
It is the most straightforward pricing strategy but it is business-centric rather than a customer. Simply put, the price is determined based on the profit you wish to make than the paying capacity and mindset of a customer who is willing to pay. Therefore, you will have to tug at the pricing until you identify the most favorable price with this strategy.
Count up the cost of your items with marketing, shipping, and the profit margin you want, and it becomes your selling price.
2. Competitor-based pricing
It is another simple e-commerce pricing strategy where you have to spend time researching your competitors’ pricing. Looking at all similar products that are priced low and high gives you an idea of the current market. Then, calculate the average price depending on your research. It is wise not to price products lower than the average price.
Minus your costs from the average price and you’ll get your potential profit margin depending on that particular average selling price.
3. Value-based pricing
It is a combination of competitor-based and cost-based strategies. It revolves around the value that you offer to your customers via your products. It could be a little more complex when comparing the other pricing strategies. However, this pricing strategy gives both you and your customer a fair price.
In addition, it can enrich your business by promoting customer loyalty. It is the best pricing strategy potentially but will need the extra effort and research.
It would be best to work out a value that you can give to your customer based on your USP.
Work out the lowest selling price that you can offer for your product. Then take the previously researched average selling price. The difference is your potential profit. Now comes the decision for whether you wish to sell the product at the average selling price and take the profit or include your USP. It will increase the value and consequently takes the opportunity to proliferate your price and profit.
4. Dynamic pricing
Dynamic pricing offers a certain amount of flexibility on your price. It lets you position optimal prices for your products in reaction to competition fluctuations and demand.
With the rise in competition, you can lower your price to become the seller offering the lowest price. If your competitor goes out of stock and demand is great, you can increase your price since it’s a sellers’ market. It is a characteristic ‘supply and demand’ strategy.
So having a keen eye on your competitors while you pick dynamic pricing and utilizing repricing software could be beneficial.
5. Bundle pricing
The bundle pricing strategy is, for the most part, appropriate if you sell in a highly competitive niche market. It could be on any third-party e-commerce platform such as eBay or Amazon. The approach is super simple as you have to bundle a range of complementary products together in the form of a kit or a set for a reduced price.
By bundling similar products, you get to increase your average order value since you’ll be providing customers the opportuneness to purchase all the things they need in one easy, single transaction. A customer looking out to purchase a pair of boxing gloves may also need wraps, pads, and other allied accessories. Bundle them all together for a quick and easy purchase of boxing equipment and offer them at a discount price.
Conclusion
The best e-commerce pricing strategy will, at all times, largely depend on the type of your business and your business goals. It is essential to understand and remember that pricing can constantly change. So you will have to stay on top of your pricing strategy. Sometimes situations may arise where you will be required to use several pricing strategies simultaneously.
Always be fair and make certain you propose value to your customers. They sure are clever, and so your pricing strategy needs to be smart too.
In case you are looking for an e-commerce software, check out this list.
