Pricing strategy for an online store

Pricing a product online means balancing three things: what it costs you, what the competition charges and what the customer is willing to pay for what you offer (service, speed, trust).

Start from your real cost

Product cost, shipping, packaging, payment method fees, average returns and the proportional share of advertising. Many “profitable” products stop being so once you add it all up.

Common strategies

• Psychological pricing: €29.90 versus €30. It works in consumer retail; in B2B or luxury products, round numbers convey more trust.
• Anchor pricing: showing a more expensive option makes the middle one look reasonable.
• Volume pricing: a discount from a certain quantity. In PrestaShop, with quantity-based specific prices.
• Packs: several products at a combined price.
• Subscription: a small discount in exchange for recurrence.

Discounts and the law

Since the Omnibus Directive was transposed into Spanish law, when you announce a price reduction you must show as the previous price the lowest one in the last 30 days. There are modules that calculate and display that price automatically.

B2B pricing

In PrestaShop, customer groups let you show prices excluding VAT, apply discounts per group and set specific rates per customer.