Psychological Pricing Strategies for Ecommerce Growth in 2024

What is psychological pricing?

Psychological pricing is a strategy used by ecommerce shops to influence a customer’s perception of price in order to make a product more attractive. It involves setting prices at certain levels that are more appealing to customers on a subconscious level.

Why psychological pricing is effective

Psychological pricing is effective because it plays into the way the human brain processes information. By using pricing strategies that appeal to customers’ emotions and perceptions, ecommerce shops can influence purchasing decisions and drive sales.

6 types of psychological pricing

1. Charm pricing and odd-even pricing💰

Charm pricing, also known as odd-even pricing, involves setting prices just below a round number, such as $9.99 instead of $10. This gives the perception of a lower price and can make a product seem like a better deal.

2. Slashing the MSRP 💸

Slashing the manufacturer’s suggested retail price (MSRP) can create a sense of urgency and make customers feel like they are getting a bargain. By showing a discounted price from a higher MSRP, customers may be more inclined to make a purchase.

3. Artificial time constraints⌚️

Creating artificial time constraints, such as limited-time sales or flash deals, can push customers to make a purchase quickly. The fear of missing out on a good deal can drive impulse buying.

4. Innumeracy 🔢

Innumeracy refers to the tendency of customers to round numbers in their heads. For example, $299 may be perceived as significantly less than $300, even though the actual difference is only one dollar.

5. Price appearance 🏷

The appearance of a price, such as using a smaller font size or placing it next to a higher price, can make it seem more affordable and attractive to customers.

6. Flat rate bias ✉️

Using flat rate pricing can make customers feel like they are getting a better deal, as it simplifies the decision-making process and avoids the perception of hidden costs.

Psychological pricing and marketing

Higher price points act as quality signals

Setting higher price points can act as a signal of quality to customers. By pricing a product higher, it can give the impression of luxury and exclusivity, which can attract certain customers.

Pricing transparency improves customer trust

Being transparent about pricing, such as showing the original price and the discounted price, can build trust with customers. It shows that the ecommerce shop is not trying to deceive them and is offering a fair deal.

Pay over time options help ease sticker shock

Offering payment plans or installment options can help customers afford higher-priced items by breaking the cost into smaller, more manageable payments. This can reduce the perceived sticker shock and make a purchase more feasible.

Testing and iterating psychological pricing strategies

It’s important for ecommerce shops to test different psychological pricing strategies to see what works best for their target audience. By analyzing customer behavior and conducting A/B testing, shops can iterate their pricing strategies to maximize sales and conversion rates.

Psychological Pricing FAQ

What is psychological pricing and give example?

Psychological pricing is a strategy used to influence a customer’s perception of price. An example is setting a price at $19.99 instead of $20, to make it seem more affordable.

Where is psychological pricing used?

Psychological pricing is used in various industries, including retail, ecommerce, and hospitality, to influence customer purchasing decisions.

Why is psychological pricing good?

Psychological pricing is effective because it taps into the psychology of consumer behavior and can drive sales by influencing perceptions of price and value.


Psychological pricing is a powerful tool for ecommerce shops to drive growth and increase sales. By understanding the different types of psychological pricing and how they influence customer behavior, shops can effectively implement these strategies to attract and convert customers. Testing and iterating on pricing strategies is key to finding the most effective approach for a specific audience, and by using psychological pricing in conjunction with marketing tactics, shops can optimize their growth in 2024 and beyond.