Pricing products and services online is one of the most exciting and complex exercises you will take as a business general manager. Utilizing an effective online pricing strategy requires both a test-and-learn mentality paired with an intuitive feel for how you would like your brand and products to be perceived. An online pricing strategy can pave the way to omni-channel selling success. In an online marketplace, the price of a product can captivate the interest of a customer or make them exit to another website.