Penetration pricing

Penetration pricing

Penetration pricing is a common pricing strategy in ecommerce and retail businesses that aims to quickly gain a large market share by offering products or services at a lower price than competitors. This strategy is often used by new companies or businesses that are entering new markets, as a way to establish themselves and attract customers. By offering a low price, these businesses can encourage people to try their products and services and build brand recognition.

When deciding on a penetration pricing strategy, businesses need to consider several factors, including the cost of production, the target market, and the competition. The cost of production will help determine the minimum price that a business can charge, while the target market and competition will help determine the maximum price that a business can charge.

Benefits of penetration pricing

One of the key benefits of a penetration pricing strategy is that it can quickly increase market share, which can lead to increased profitability in the long run. By attracting a large number of customers, businesses can build brand recognition and customer loyalty, which can be leveraged in the future to increase prices and improve margins.

Another benefit of penetration pricing is that it can encourage price sensitivity among customers. Customers who are used to paying lower prices are often more price-sensitive, which means that they are more likely to compare prices and shop around for the best deal. This can encourage businesses to keep prices low and maintain competitiveness, which can be beneficial for both the business and the customer.

While penetration pricing can be a useful tool for businesses, there are also several potential downsides that need to be considered. For example, offering low prices can reduce the perceived value of a product or service, which can negatively impact a company’s brand image. Additionally, businesses that rely on penetration pricing to attract customers may struggle to increase prices in the future, as customers may be unwilling to pay more for the same product or service.


Penetration pricing is a pricing strategy that involves offering products or services at a lower price than competitors to quickly gain a large market share. This strategy can help increase market share, build brand recognition, and encourage price sensitivity among customers. However, businesses need to consider the potential downsides, including the impact on perceived value and the difficulty of increasing prices in the future.