Pricing in B2C ecommerce is often about psychology: flash sales, urgency timers, and eye-catching discounts designed to drive impulse purchases. In B2B ecommerce, it is different. Pricing is strategic. It is built on trust, long-term relationships, and the expectation of consistency and fairness at scale.
B2B buyers make fewer purchases than consumers, but each order carries higher value and often involves long-term commitments. They expect pricing models that make sense for bulk orders, negotiated contracts, or recurring supply needs. This requires strategies that mirror the complexity of offline B2B negotiations while delivering transparency and efficiency in a digital-first environment.
In this article, we will explore the most effective B2B ecommerce pricing strategies. From tiered and contract pricing to bulk order incentives and value-based models, we will break down how each works, when to use them, and how to optimize them for today’s business buyers.
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Start Testing Your Pricing Models TodayB2B buyers treat pricing decisions very differently from everyday consumers. Instead of chasing flash discounts or seasonal promotions, they expect stability, fairness, and transparency – particularly because every purchase represents significant spend and often a long-term relationship.
A recent report found that 74% of B2B buyers now expect clear and detailed pricing upfront, and only 22 % are comfortable waiting until later in the journey.
Moreover, 87% of B2B buyers look for product prices before contacting a supplier, highlighting how essential upfront pricing information has become.
Consistency Builds Trust
Customers expect the price online to match previously quoted figures and past purchases. Inconsistencies slow down approval processes or might even drive buyers to competitors.
Even with clear pricing, B2B buyers often expect custom contracts, volume-based deals, and account-specific terms – especially from repeat or enterprise-level clients. Ecommerce systems need to support this flexibility while preserving transparency.
Today’s B2B buyers prefer self-service channels. A McKinsey survey noted that roughly one in three interactions now occur via self-service (digital), one-third via remote, and one-third in person – this “rule of thirds” reflects changing buying behaviors.
Another study underscores that more than 70% of B2B customers prefer buying remotely, and 97% are comfortable making digital self-service purchases exceeding $50,000.
Pro Tip: To meet buyer expectations, combine transparent pricing with tailored options like tiered discounts or account-specific rates. This blend delivers both fairness and personalization effectively.
There is no one-size-fits-all approach to pricing in B2B ecommerce. Merchants often use a mix of models to balance flexibility, profitability, and customer loyalty. Below are four of the most widely used strategies, each with its own strengths and challenges.
Tiered pricing provides discounts as order volume increases. For example, a buyer purchasing 100 units may pay $10 per unit, while a buyer purchasing 1,000 units pays $8.
PwC research indicates that companies focusing on customer experience can command up to a 16 % price premium – though this is not specific to B2B buyers.
Many B2B deals are won on the strength of negotiated contracts, where buyers and sellers agree on terms that reflect long-term commitments or high-volume agreements.
Gartner conducted a survey of over 250 B2B customers and found that 77% of them rated their purchase experience as extremely complex or difficult.
Subscription or Recurring Pricing
Recurring pricing models provide predictable revenue while simplifying purchasing for the customer. This works particularly well for products that are consumed regularly or services with ongoing value.
It’s projected that 75% of direct-to-consumer brands will offer subscription services, and this trend is rapidly shaping B2B as well.
Value-based pricing sets prices according to the perceived value for the customer rather than simply covering costs. This is common for specialized or high-tech products that deliver a unique competitive advantage.
McKinsey references a network equipment manufacturer that increased its product price by more than 24% using value-based pricing – but that is a pricing lift, not profit margin.
Pro Tip: Merchants do not have to rely on just one model. Combining approaches – for example, tiered pricing with contract terms or subscription options – creates flexibility that better matches buyer needs.
Bulk discounts have always been central to B2B commerce because they encourage customers to commit to larger order sizes. However, they must be structured carefully so that they drive volume without eroding profit margins.
Offering discounts for higher quantities motivates buyers to consolidate orders. Instead of making multiple small purchases, buyers are incentivized to place one larger order, which benefits both sides.
In B2B ecommerce, volume-based discounts are proven to increase average order value (AOV) and improve operational efficiency – such as inventory turnover and purchase cadence. Meanwhile, well-structured B2B loyalty and incentive programs drive revenue growth, with 90% of programs seeing over 5% YOY lift and more than two-thirds delivering over 10% growth.
Test your way to success with the natively integrated Shogun A/B Testing app for Shopify merchants.
Start Testing Your Pricing Models TodayThe challenge is that discounts can eat into profits if they are not planned with precision. A smart framework ensures the incentive feels valuable to buyers while still meeting financial targets.
Framework Example:
Pro Tip: Not all incentives need to be price-based. Free shipping thresholds, loyalty credits, or bundled offers can drive the same behavior as a discount while better protecting profitability.
Seeing how successful B2B merchants structure their pricing brings the concepts to life. Below are real-world examples that showcase different approaches to B2B ecommerce pricing, along with takeaways you can apply to your own business.
Overview: Avery Dennison, a global materials science company, uses BigCommerce to manage a complex B2B catalog across multiple customer segments. They implemented customer-specific pricing and contract terms directly into their ecommerce storefront, reducing the need for manual quotes.
Why it works: By digitizing negotiated pricing, buyers can log in to see their personalized rates instantly, cutting down friction and building trust.
Key Takeaway: If you manage many accounts with different terms, embedding customer-specific pricing into your ecommerce site improves efficiency and strengthens relationships.
Overview: Steelcase, a leading office furniture manufacturer, uses tiered pricing for its B2B buyers. Larger orders receive percentage discounts, encouraging clients to purchase in bulk rather than smaller, fragmented orders.
Why it works: Tiered discounts increase average order value (AOV) while still protecting margins. Buyers see clear value in consolidating purchases.
Key Takeaway: Tiered pricing is most effective when margins are carefully calculated and communicated transparently to buyers.
Overview: Hilti, a global construction supplier, moved beyond traditional sales by offering a subscription model called Hilti Fleet Management. Instead of buying equipment outright, contractors pay a monthly fee that covers tools, service, and replacement.
Why it works: Recurring pricing ensures predictable cash flow for Hilti and reduces upfront costs for customers. It turns capital expenditure into operating expenditure, which many businesses prefer.
Key Takeaway: Subscription or “as-a-service” pricing can transform one-time purchases into long-term customer relationships with higher lifetime value.
Overview: Grainger, one of the largest industrial supply companies, uses a mix of value-based and negotiated pricing. The company personalizes online catalogs and prices based on customer segments, ensuring competitive positioning while highlighting value-added services like next-day delivery.
Why it works: Grainger doesn’t compete on price alone. By bundling fast delivery, inventory management, and procurement tools into its offer, it justifies higher prices in certain product categories.
Key Takeaway: Value-based pricing works when you clearly communicate the additional services or ROI your offer provides beyond the product itself.
Shogun A/B Testing allows merchants to validate which pricing model works best for their audience without committing to a full rollout [feature coming soon]. For example:
Key Takeaway: Testing ensures that your chosen pricing model not only appeals to customers but also protects your profit margins.
Test your way to success with the natively integrated Shogun A/B Testing app for Shopify merchants.
Start Testing Your Pricing Models Today
