10 B2B eCommerce Pricing Strategies to Implement in 2025

Setting the right price in B2B eCommerce is tougher than ever. With greater price transparency, shifting buyer expectations, and constant market changes, many B2B companies struggle to balance profitability with competitiveness.

Outdated pricing approaches often leave money on the table, while inflexible systems make it hard to offer the personalized experience B2B buyers now expect. The result? Shrinking profits, missed sales opportunities, and damaged customer relationships.

In this guide, we explore ten proven pricing strategies that tackle these challenges head-on. Whether you want to fine-tune your current approach or completely transform how you price products, you will find practical insights you can use immediately.

Key takeaways

• Value-based pricing delivers the highest profit potential, with 28% of B2B companies now prioritizing customer willingness to pay over traditional cost-plus methods.
• Dynamic pricing enables real-time adjustments based on market demands, competitor behavior, and inventory levels, increasing margins by up to 10%.
• Segmented pricing strategies like tiered and contract-based models create personalized customer experiences that boost loyalty and increase average order value.
• DJUST can help B2B businesses implement complex pricing logic that scales with their growth while maintaining consistency across channels.

The role of pricing in modern B2B eCommerce

B2B pricing works differently from B2C pricing. While consumers might make impulse purchases based on emotion, B2B buyers follow structured processes, involve multiple decision-makers, and expect pricing tailored to their relationship with you.

A well-crafted B2B pricing strategy directly impacts three key business metrics: profit margins, sales volume, and customer experiences. Get your pricing right, and you will see higher profits, more market share, and stronger customer relationships. Get it wrong, and you risk eroding margins, disappointing customers, and missing opportunities.

10 proven B2B eCommerce pricing strategies for 2025

1. Cost-plus pricing

Cost-plus pricing is straightforward: Calculate what it costs to produce or acquire a product, then add a standard markup percentage to set your selling price. 

For example, if a product costs $100 to make and you want a 35% margin, you would price it at $153.85.

Selling price = Cost / (1 - Margin)

= $100 / (1 - 0.35)

= $100 / 0.65

= $153.85

This method remains popular because it is simple and seems fair—it ensures you cover costs and make a consistent margin. It works especially well for businesses with stable input costs and standardized products.

However, cost-plus pricing has limitations. It does not account for market conditions, competitor pricing, or—most importantly—the actual value customers get from your product.

When to use it

Cost-plus works best when you have high-volume, standardized products with stable input costs and operate in markets where pricing is relatively transparent.

How to make it work

To effectively implement cost-plus pricing, ensure you understand all direct and indirect costs associated with your product. Regularly review and update your cost calculations to account for fluctuations in material, labor, or overhead expenses.

2. Value-based pricing

Value-based pricing aligns your prices with the benefit your customers actually receive from your products. Rather than focusing inward on your costs, this strategy looks outward at what customers are willing to pay based on the problems you solve for them.

This approach requires deep customer understanding but offers the highest profit potential. According to McKinsey research, a tiny 1% increase in price can drive a 20% increase in enterprise value for distributors.

When to use it

Value-based pricing works best for products with clear differentiation, measurable return on investment (ROI) for customers, or significant advantages over alternatives. It is particularly effective for specialized equipment, proprietary technology, or services that directly impact your customers’ business outcomes.

How to make it work

To apply value-based pricing effectively:

1. Identify customer segments that see different levels of value in your product.
2. Estimate the financial benefits your product provides to each group.
3. Create pricing tiers that match those value differences.
4. Make sure your marketing and sales materials clearly explain the value.

Many companies also build ROI calculators to show potential customers the financial impact of their solutions. 

3. Competitive pricing

Competitive pricing means setting your prices based on what competitors charge rather than just looking at your costs or customer value. This approach helps you stay relevant in the market and avoid pricing yourself out of consideration.

Pricing information is more accessible than ever, so this approach is straightforward to get started with. However, mindlessly matching or undercutting competitors can lead to price wars and shrinking margins, so the approach requires careful consideration, too.

When to use it

Competitive pricing works best in markets with similar products, transparent pricing, and price-sensitive buyers. It is especially relevant when entering new markets or when competitors hold a significant market share.

How to make it work

A balanced approach to competitive pricing can include:

• Regularly monitoring competitor prices across channels
• Making strategic decisions about where to match, charge more, or discount
• Differentiating through service, delivery, or other non-price factors

The key is using competitor data as one input to your pricing decisions, not the only factor.

4. Dynamic pricing

Dynamic pricing uses algorithms to adjust prices in real time based on factors like demand, inventory levels, time of day, customer behavior, and competitor actions. For example, a manufacturer might automatically reduce prices for slow-moving inventory or increase prices for in-demand items with limited supply. 

It is the same concept that airlines and hotels have used for years, but applied to B2B contexts. This approach maximizes revenue opportunities and helps maintain optimal inventory levels.

Eiffage’s BlueOn marketplace shows how dynamic pricing can transform an industry. By including carbon data alongside pricing information, they have created a new standard in purchasing that responds to both economic and environmental factors.

When to use it

Dynamic pricing is ideal for businesses with:

• Fluctuating supply and demand
• Seasonal products
• Perishable or time-sensitive inventory
• Extensive product catalogs

How to make it work 

Implementing dynamic pricing requires the right technology. With a platform like DJUST, you can set sophisticated pricing rules that automatically adjust based on inventory levels, customer segments, purchase history, and market conditions—all while connecting with your existing systems.

5. Tiered pricing

Tiered pricing groups customers into different price levels based on specific criteria such as:

• Purchase volume
• Company size
• Industry
• Loyalty or relationship length
• Service level requirements

This approach recognizes that customers have different needs, budgets, and value perceptions. This way, you can capture more of the market while maximizing revenue from each segment.

Tiered pricing also increases customer satisfaction by letting buyers select the option that best fits their needs and budget. Plus, it creates natural upsell opportunities as customers grow.

When to use it

Tiered pricing works well when:

• Your customer base is diverse, with different needs and budgets.
• You can clearly define the additional value provided at each tier.
• Your business can deliver different service levels.

How to make it work

To use tiered pricing effectively:

1. Clearly define the features, services, or volume thresholds for each tier. 
2. Ensure each tier’s value proposition is distinct and compelling to the target customer segment. 
3. Communicate these tiers transparently, making it easy for customers to understand the benefits of upgrading. 
4. Regularly analyze tier performance and customer feedback to refine price points, ensuring they remain attractive and profitable.

6. Contract-based pricing

Contract-based pricing creates customized pricing agreements for individual customers, typically for a fixed period. These agreements often include volume commitments, rebate structures, and specialized terms.

This strategy remains essential for many B2B relationships in 2025, particularly for enterprise customers who expect personalized pricing that reflects their specific requirements and purchase volumes.

When to use it

Contract-based pricing works best for:

• Strategic, high-value customers
• Long-term business relationships
• Complex products or services with customized elements
• Industries where personal relationships drive purchasing decisions

How to make it work

The challenge with contract pricing is managing complexity. Without the right systems, tracking and enforcing hundreds or thousands of individual pricing agreements becomes nearly impossible.

That said, modern B2B eCommerce platforms like DJUST help manage this complexity by automatically applying the right contract terms to each customer account. This ensures consistent pricing across all channels while maintaining the personalization that B2B buyers expect.

A great example is DJUST’s work with Jeff de Bruges. By centralizing order management, the company improved pricing execution even in a highly seasonal, multi-channel environment.

7. Subscription or recurring pricing

Subscription models have reshaped B2B purchasing by turning one-time sales into recurring revenue. They are popular across various industries, from software to industrial supplies, because they offer sellers predictable income and give buyers budget clarity.

Beyond stable cash flow, subscriptions create opportunities to deliver ongoing value through updates, services, or support.

When to use it

Subscription pricing works best for:

• Products that are consumed regularly or need periodic replacement
• Software and digital services
• Equipment requiring ongoing maintenance or supplies
• Services with continuous delivery

How to make it work

To succeed with subscription pricing in B2B contexts, focus on demonstrating ongoing value, minimizing churn, and creating flexible plans that accommodate different customer needs.

8. Geographic or regional pricing

Geographic pricing adjusts your prices based on regional market conditions, competition, costs, and purchasing power. 

This approach recognizes that the same product may have different value propositions and cost structures in different locations.

In 2025's global marketplace, this strategy helps B2B companies balance global reach with local market adaptation. It also allows for strategic pricing in regions with different competitive landscapes.

When to use it

Geographic pricing makes sense when:

• You operate across multiple countries or regions.
• Local competition varies significantly by location.
• Shipping or service costs differ substantially between regions.
• Local economic conditions affect willingness to pay.

How to make it work

Implementing geographic pricing requires careful market research, compliance with legal regulations, and systems that can handle location-based pricing rules.

💡 DJUST’s platform enables multi-market operations from a single backend, allowing businesses to set different pricing strategies for different regions while maintaining a unified infrastructure.

9. Bundle pricing

Bundle pricing combines multiple products or services into packages sold at a single price, typically at a discount compared to buying items individually. 

In B2B contexts, bundles often include complementary products, services, or add-ons that enhance the core offering. For example:

• Equipment sold with installation and maintenance services
• Raw materials packaged with technical support
• Software sold with implementation and training

This strategy increases average order value (AOV) while providing perceived savings to customers.

When to use it

Bundle pricing works especially well when:

• Products naturally complement each other.
• You want to introduce customers to new product lines.
• Certain products have higher margins that can offset discounts.
• You are looking to stand out from competitors selling individual items.

How to make it work

Effective bundle pricing requires understanding which products naturally go together, setting the right discount levels, and creating bundles that actually deliver value rather than forcing unwanted items on customers.

10. Freemium or trial-based pricing

While traditionally associated with B2C and SaaS companies, freemium and trial-based models have gained traction in B2B eCommerce. This approach offers a basic version or limited-time access for free, with premium features or continued use requiring payment.

The freemium model reduces barriers to adoption, letting potential customers experience your product before committing. It works particularly well for software, digital services, and information products where the cost of serving additional users is low.

When to use it

Consider freemium or trial pricing when:

• Your product has network effects that increase with user adoption.
• The cost of serving free users is minimal.
• You have a clear upgrade path to paid versions.
• Your sales cycle is typically long and complex.

How to make it work

To make this model profitable, you need a clear conversion strategy and enough value difference between free and paid tiers to motivate upgrades.

How to choose the right pricing strategy for your B2B business

Selecting the best pricing approach depends on your specific business context. Answer these questions:

1. Who are your customers? Consider their buying behaviors, budget constraints, and what they value most.
2. What are you selling? Complex, differentiated products support value-based pricing, while commodity-like offerings may require more competitive approaches, such as cost-plus pricing. 
3. What are your goals? Are you focused on gaining market share, maximizing profits, or improving customer retention?
4. What resources do you have? Some strategies require sophisticated analytics and execution capabilities.

You will also want to evaluate your current strategy: 

1. Does your pricing reflect the full value you deliver to customers?
2. Can you clearly explain your pricing structure to customers?
3. How quickly can you adjust prices in response to market changes?

Often, the most effective approach combines elements from multiple strategies. For example, you might use value-based pricing as your foundation, incorporate tiered pricing for different segments, and implement dynamic elements for inventory management.

💡 With DJUST, you get the flexibility needed to test different pricing approaches while maintaining integration with existing systems. This way, you can evolve your pricing strategies as your business needs change.

The impact of pricing strategy on customer experience and loyalty

Pricing is not just about numbers—it directly shapes customer experiences and loyalty. When B2B buyers encounter pricing that feels fair, transparent, and aligned with their needs, they are more likely to become repeat customers.

Consistency is particularly important, too. B2B buyers expect the same pricing terms whether they are ordering through your website, working with a sales representative, or using a procurement system. Differences between channels create confusion and erode trust.

Modern B2B buyers also expect self-service options. According to Forrester research, younger B2B buyers prefer digital self-service channels for researching and completing purchases. Your pricing strategy must support this preference while still honoring negotiated terms and contracts.

💡 DJUST’s approach streamlines this complexity by centralizing pricing data and automatically applying the proper rules across all channels, ensuring customers receive consistent pricing no matter how they choose to buy.

Common pricing mistakes B2B eCommerce brands should avoid

1. Underpricing to win volume

While discounting may drive short-term sales volume, it can damage your price positioning and decrease profit margins. Instead, focus on communicating value and finding the right customers who appreciate what you offer.

Example: A specialty parts supplier might maintain premium pricing but bundle value-added services (like expedited shipping and onboarding support) to justify the cost, attracting quality customers without eroding margins.

2. Over-discounting without segmentation

Not all customers should receive the same discounts. Develop clear segmentation criteria and discount structures that align with customer value and potential. 

Example: A software provider could offer larger discounts to enterprise clients committing to long-term contracts or higher volumes, while smaller businesses receive standard pricing or smaller, volume-based discounts.

3. Ignoring market conditions

Prices should not exist in a vacuum. Regular competitor monitoring and market analysis help ensure your pricing remains relevant without triggering race-to-the-bottom price wars. 

Example: A distributor of electronic components fails to adjust prices when a key competitor launches a promotional campaign or new import tariffs affect material costs. By not reacting, they might lose market share to the competitor or see margins shrink due to unaddressed cost increases.

4. Making pricing too complicated

Complex pricing structures confuse customers and create friction in the buying process. Aim for clear, easy-to-understand pricing that still accommodates necessary complexity. 

Example: A B2B service company has dozens of à la carte options and variable surcharges based on obscure metrics. Customers may struggle to predict their final costs, leading to frustration and potentially abandoned sales. A simpler, bundled, or tiered approach might be more effective.

5. Neglecting to test and iterate

Pricing is not set-and-forget. Implement systematic testing and use analytics to continuously improve your approach. 

Example: An industrial equipment manufacturer might stick with its legacy pricing model for years without analyzing how customer segments respond to price changes or how new product features impact perceived value. A/B testing different price points for new offerings or surveying customers on pricing satisfaction could reveal significant opportunities for optimization.

💡 DJUST's predictive analytics capabilities can help identify pricing optimization opportunities across your product catalog.

Build a resilient, profitable pricing strategy with DJUST

B2B eCommerce pricing is evolving rapidly. In a market where buyers expect personalization, transparency, and clear value, static, one-size-fits-all approaches fall short.

The most successful B2B companies in 2025 will treat pricing as a dynamic capability—continuously refined based on customer feedback, market data, and business objectives. The key is balancing precision with flexibility and using the right tools to manage that complexity.

DJUST’s unified B2B commerce platform makes this possible. It empowers teams to implement advanced pricing strategies at scale, without adding friction to customers or IT teams. 

Ready to future-proof your pricing? Contact DJUST today to see how we can help you streamline your B2B pricing strategy and deliver exceptional customer experiences across all channels.