Note: As an Etsy seller, pricing is at your sole discretion. This means that you are responsible for making your own pricing decisions and are free to set prices as you wish. That said, remember there are also legal considerations to be aware of around pricing and discounting. Sellers cannot mislead consumers on discounted prices. The original price must be a true price that was in practice for a substantial amount of time, so, for example, you can’t artificially increase a price and cut it down just to make it look like you’re running a sale.

There’s no one-size-fits-all approach to building a pricing strategy, especially as a small business owner. An effective pricing strategy goes beyond covering just the direct costs that go into producing your items. Addressing indirect costs that can chip away at your profit margins and working towards your future business plans are also essential.

Pricing for profit is a process that requires experimentation and making changes as you learn more about your target market, measure performance, and track changes in the larger economic climate (like inflation).

In this guide, you’ll learn about the foundations of pricing, budgeting for growth marketing to accomplish your business goals, and evolving your approach over time. Ready to dive in?

Pricing Basics: How to Price for Profit, Conversion, and Growth

Make sure you’re covering expenses and planning for the future with a pricing approach that will help your business grow.

Tools for Growing Your Business—and How to Fit Them Into Your Pricing Strategy

Learn how discounts, advertising, and sales events can help support the goals you have for your shop while protecting your bottom line.

How 4 Successful Shops Use Discounting Effectively

Established sellers share how they're using discounting tools like thank-you coupons and targeted offers to grow their audience and bring buyers back.

How to Increase Your Revenue With Tiered Product Offerings

Attract new customers and encourage multi-item orders with listings at a range of price points.

Tips for Understanding Your Profits and Planning for Growth

Make informed pricing decisions with a clear understanding of your bottom line, so you can experiment, optimize, and invest in your business’ growth.

Coming Soon: Explore Optional Pricing Features on Etsy

We're currently experimenting with new, optional pricing functionality to help you optimize your prices and learn how to recover your costs, so you can attract the right buyers while protecting your bottom line. When we're ready to fully introduce these new features, we'll give you a full walkthrough and all the tips and tricks so you can better understand how to price for profit!