Pricing Strategies for Offline and Online Consumers in the Modern Business Landscape: A Systematic Literature Review

Abstract :The evolution of digital platforms has transformed consumer behavior and pricing strategies in the modern business landscape, creating distinct challenges for offline and online markets. This study conducts a Systematic Literature Review (SLR) to explore and synthesize key findings from recent research (2021–2025) on pricing strategies tailored to both offline and online consumers. The findings reveal that online consumers are more influenced by dynamic pricing, social commerce, and impulsive behavior, while offline consumers rely on physical experiences and stable pricing structures. Strategies such as dynamic pricing, value-based pricing, and Pay-What-You-Want (PWYW) show varying effectiveness depending on product characteristics and consumer psychology.

Keywords : Pricing Strategy, Consumer Behavior, Online Consumers, Offline Consumers

In the last decade, digital transformation has changed the business landscape, especially in the retail and e-commerce sectors. The development of e-commerce platforms, such as Amazon and Alibaba, has allowed for a shift in the way products are sold and purchased, as well as in pricing (Hasiloglu & Kaya, 2021; Ratchford et al., 2022). One of the most striking phenomena is the adoption of various digital sales models that allow consumers to buy products either directly (agency selling) or through platforms (reselling) (H. Wang et al., 2025). Pricing in the context of e-commerce is becoming increasingly complex, given the difference between the prices charged by retailers and the prices received by consumers on various platforms, as well as the characteristics of the products sold (Moghddam et al., 2024).

This phenomenon is exacerbated by the fact that digital platforms allow impulse purchases to occur, triggered by interactive features such as the "Shop" button on social media or community-based promotions (Adyantari et al., 2025; Azzahra & Agus Setyawan, 2025; Moghddam et al., 2024; Rizkya et al., 2024). On the other hand, offline consumer behavior, which is more often connected to the in-person experience in a physical store, remains an important element in retail pricing strategies (Guo et al., 2022; H. Li & Peng, 2020; Y. Li et al., 2021). Thus, the main challenge in pricing is how to align effective pricing strategies in these two worlds, both offline and online to maximize sales performance (H. Wang et al., 2025).

The importance of understanding pricing strategies in the digital world is even more urgent when looking at how various digital platforms, especially those based on e-commerce and social commerce, provide shopping experiences that influence consumer decision-making. On the one hand, an agency-based selling strategy that allows suppliers to maintain full control over products and prices, can provide advantages in terms of personalization and customer service. However, selling through a reselling model, where the platform controls most of the marketing strategy and pricing, offers advantages in terms of wider market reach and better integration within the platform ecosystem.

Meanwhile, impulsivity in online shopping through social features also has a significant role in changing consumer behavior. Research shows that social commerce that combines interactive features and personalized content can encourage consumers to make purchases without prior consideration. This behavior is very different from offline shopping, where consumers are more likely to do some planning before buying. Therefore, the differences in psychological and social mechanisms between these two types of spending add complexity in the appropriate pricing.

In the face of these challenges, it is important for retailers to choose the right pricing strategy by considering various product characteristics. Products that are more expensive or with fewer reviews tend to be more effectively sold through an agency selling model, where suppliers have more control over prices and promotions. In contrast, products that are cheaper and have a high review volume are more profitable to sell through a reselling model, where the platform can leverage big data and analytics to optimize sales.

One of the elements that plays a role in influencing the success of a pricing strategy is the consumer experience, both in the context of e-commerce and in physical stores. Research shows that a good consumer experience can increase customer loyalty and drive greater engagement with a particular brand or platform. This is where the critical role of an omnichannel model that integrates the consumer experience across multiple channels to create a seamless and satisfying shopping experience comes in.

Recent data from McKinsey shows that since the second quarter of 2025, consumer behavior has remained consistent in omnichannel shopping practices, with more than 70% of global consumers making cross-channel purchases and expecting a harmonious pricing experience between offline and online channels (Coggins et al., 2025). On the other hand, (Neumann, 2025) highlights the adoption of AI-based pricing technology on a broad scale, which allows companies to adjust prices in real-time to respond to dynamic competition in e-commerce deloitte.com. These findings reinforce the urgency of this research, as pricing strategies are not only an academic debate, but also a practical issue that determines the effectiveness of omnichannel and digital business management today.

Therefore, this study makes a crucial contribution to the management research agenda, especially in the realm of strategic marketing, omnichannel management, and digital business. Pricing strategies are not only a key instrument for shaping consumer value perceptions and competitiveness, but also reflect operational challenges in integrating physical and digital channels. In an increasingly hybrid modern business ecosystem, issues around price consistency, both across channels and real-time dynamic pricing, are increasingly relevant in distribution channel management and customer experience. Therefore, this study strengthens the synergy between pricing theory and omnichannel practice, confirming the relevance of academic-practitioners in the context of today's digital transformation

II. METHODS

This study uses the Systematic Literature Review (SLR) method to analyze and synthesize the existing literature on pricing for offline and online consumers in the modern business landscape. SLR is a method used to identify, evaluate, and conclude key findings from various studies relevant to the research topic, with the aim of providing a more comprehensive and structured picture of existing research. This process is carried out with systematic and standardized steps so that the results can be scientifically accounted for.

To streamline the selection process, the researcher used the EndNote X9 application which facilitates a more structured approach to articles. Furthermore, the coding, extraction, and analysis of the required information is done manually, with the data entered into a spreadsheet. A comprehensive overview of the article selection process is illustrated in the attached Figure 1. To visualize the literature using the PRISMA method with inclusion and exclusion methods based on figure 1.

Defining Keywords

Determining the keywords used for the selection of research articles is the first step in SLR analysis. In this study, concepts relevant to the topic of pricing for offline and online consumers in the modern business landscape were used as keywords to search bibliographic documents in the ScienceDirect database. ScienceDirect is one of the credible and highly reputable scientific publication platforms, especially in the fields of business, management, and economics. This database provides access to a wide range of Scopus-indexed journals and has a strict selection mechanism for publication quality. Second, focusing on a single database that has a broad scope like ScienceDirect allows for consistency in the process of selecting, filtering, and assessing the quality of articles.

To ensure the reproducibility of the literature review process, the complete search strings used in the ScienceDirect database are included in the appendix (appendix A). In this study, the keywords used to search for articles related to pricing for offline and online consumers include terms such as: 1) dynamic pricing, 2) pricing strategies, and 3) consumer behavior.

Gambar 1. Design of Study

Initial Result

Despite the fact that a large number of databases group global analyses, the current research focuses on the ScienceDirect database for bibliographic analysis. The author restricts the search for documents that are English and indexed by Scopus. More than 545,290 publications in the fields of research, social sciences, technology and medicine, scientific journals, conference reports and book chapters were obtained. In total, 1,780 documents were found during the initial search, which were then refined using the parameters outlined in the next section. It consists of 60 book chapters, 64 review articles and 1650 research articles.

Redefining Initial Research

The initial results were then refined by excluding publications in book chapters (60), review articles (64), articles in French (3), and Spanish (3), as well as book chapters, books, short surveys and magazine articles. The authors only include research articles published in peer-reviewed journals (journals and conference proceedings) as they are often referred to as "certified expertise" in the research objectives. The authors found 20 documents related to this research topic published between 2021 - 2025.

Tabel 1. Inclution dan ExclusionCriteria

The article quality evaluation process is carried out systematically through manual review of key methodological aspects. Each article under consideration is analyzed based on clarity of purpose, relevance of topic, transparency of methods, and strength of arguments and findings. Only studies that demonstrate a strong methodological structure and high relevance to the focus of the study were included in the synthesis. This process aims to ensure that the results of the literature review are based on valid and reliable sources.

III. RESULT AND DISCUSSION

RESULT

This research aims to explore various aspects related to pricing strategies in the context of offline and online consumers. The following table summarizes 20 articles that have been selected to analyze a variety of pricing approaches, ranging from participatory pricing to dynamic pricing, as well as the influence of factors such as consumer behavior, digital transformation, and the impact of crises such as the COVID-19 pandemic on price volatility and purchasing decisions. The table below provides a comprehensive overview of the trends and challenges faced by companies in formulating effective pricing policies.

Tabel 2. Penetapan Harga untuk Konsumen Offline dan Online dalam Lanskap Bisnis Modern

In order to map the thematic focus of the reviewed literature, articles were grouped based on the pricing strategy approach raised. The results are shown in Figure 2, which shows that value-based pricing and dynamic pricing approaches have dominated the literature in the last five years, followed by PWYW. This reflects an increased focus on strategies that adjust prices based on consumer perceptions and dynamic market conditions.

Figure 2. Number of Articles Per Topic

Furthermore, the trend of publication of relevant articles is shown in Figure 3, which illustrates the evolution of the number of studies from 2021 to mid-2025. There has been a significant year-on-year increase, especially in 2023 and 2024, which shows that the topic of pricing strategy in the context of digital and hybrid marketplaces is increasingly the main concern for researchers.

Figure 3. Number of Articles Per Year

DISCUSSION

Pricing is a crucial strategic aspect in business, especially in the context of offline and online consumers. Companies are faced with a major challenge in formulating the right pricing strategy, given the differences in consumer behavior between these two channels. Various studies show that factors such as product characteristics, consumer behavior, as well as distribution channels influence the pricing decisions implemented by companies. One of the increasingly widely applied approaches is dynamic pricing, where companies adjust prices in real-time based on market demand, time, and consumer behavior. Research by Wamsler et al (2022) and Wang et al (2022) revealed that the implementation of dynamic pricing allows companies to optimize prices, depending on dynamic market conditions.

These findings are in line with the theoretical framework of the Omnichannel Pricing Framework (Guo et al., 2022; Ratchford et al., 2022), which is used in this study as a conceptual foundation for analyzing cross-channel pricing strategies. The framework emphasizes the importance of price consistency, customer segmentation by channel, and the use of technology and data in responding to market dynamics. For example, the results of this study confirm the "channel responsiveness" aspect of the framework through the application of dynamic pricing on digital platforms.

Further, a real illustration of the dynamics of omnichannel pricing can be found in the Amazon ecosystem, specifically the differences between Amazon Fresh (an online platform) and Whole Foods (a physical store). Although both are in the same company ecosystem, the difference in pricing strategies such as exclusive promotions on Amazon Fresh based on purchase history and local query algorithms, compared to more stable prices at Whole Foods, represent the implementation of channel differentiation within the framework of omnichannel pricing. This example makes clear how different channels can create different expectations and perceptions of value in consumers' minds, as well as the importance of a harmonized yet flexible pricing strategy.

There is one aspect that deserves attention in the use of dynamic pricing, namely its ethical dimension, especially in terms of perception of fairness and price transparency. While this strategy is known to offer efficiency and the potential for increased profits, extreme price personalization practices can fuel distrust, especially if consumers feel they are being treated unfairly or unequally. Some studies even show that consumers are willing to pay more for a price that is considered fair rather than a highly volatile but cheap price. Therefore, it is important for businesses to strike a balance between price flexibility and clarity of pricing mechanisms, so that this strategy does not lead to an erosion of customer loyalty. Ethics in dynamic pricing is not only about economic outcomes, but also about maintaining long-term relationships with consumers based on trust.

Furthermore, research conducted by Moghddam et al (2024) challenges the basic assumptions of this framework regarding price control by sellers. In his research, it was found that in e-commerce, psychological factors such as impulsive buying play a big role in influencing consumer purchase decisions. Consumers on social commerce platforms are often more susceptible to impulse purchases, which are influenced by social interactions and entertainment within those platforms. Therefore, companies need to consider these psychological elements when designing a pricing strategy for products sold online. In this case, the value-based pricing approach becomes particularly relevant, as the price set will largely depend on the consumer's perception of value towards the product being sold, which can vary depending on the social and psychological elements involved (Christen et al., 2022).

Meanwhile, in the implementation of Pay-What-You-Want (PWYW), although consumers generally have a positive attitude towards this strategy, research by Wang et al (2022) shows that customer fatigue can affect its effectiveness. While PWYW gives consumers complete control over pricing, a process that requires mental effort to choose the appropriate price can lower their purchase intent. The results of this study underscore the importance of considering consumer psychological conditions, such as mental exhaustion, when implementing a pricing model that allows consumers to determine their own prices. This highlights that while PWYW can increase consumer positive attitudes, high customerfatigue can reduce the effectiveness of this strategy in increasing sales (Wang et al., 2022).

In contrast to e-commerce, where more impulsive purchasing behavior and digital experiences are the dominant factors, offline consumers rely more on a hands-on experience with products. In this context, pricing is more stable, as consumers can directly feel and evaluate the quality of the product before purchasing. Research by Talwar et al (2021) identifies that the main barrier in the online-to-offline (O2O) model is the lack of physical experience with the product which affects consumer confidence in the purchase process. This shows that companies operating in the physical market must pay attention to hands-on experiences that can increase the perception of product value, in contrast to the e-commerce model that prioritizes digital product reviews and information (C. X. Wang et al., 2022).

Furthermore, value-based pricing in digital platforms shows that prices set based on perceived value by consumers are increasingly important in determining competitive prices in the online market. Research by Christen et al (2022) It found that non-product factors, such as brand channels and seller history, have a significant influence on the prices perceived by consumers on e-commerce platforms. Therefore, companies operating on various digital platforms must take into account not only the attributes of the product, but also the reputation of the platform and the experience of the seller in determining the optimal and attractive price for consumers (Christen et al., 2022).

One relevant approach to understanding price dynamics is through temporal construal theory, which suggests that price perception is strongly influenced by the dimension of time. Research by Guizzardi et al (2022) It shows that the relationship between price and quality differs when consumers perceive shorter temporal distances. In online platforms, consumers tend to be more price-sensitive when they feel they can delay a purchase decision. In contrast, in offline shopping, consumers are more likely to buy products at a higher price if they can evaluate the product directly. Thus, companies that implement dynamic pricing must consider this time factor to adjust prices to consumer conditions (Liu et al., 2025).

On the other hand, digital transformation also plays an important role in pricing, especially in managing price volatility during crises such as the COVID-19 pandemic. Research by Liu et al (2025) shows that companies that are quick to adapt to digital technologies have lower price volatility during times of crisis. Digitalization allows companies to optimize pricing that is responsive to market changes and consumer needs, reducing the negative impact of market uncertainty. In other words, companies that take advantage of digital transformation are able to survive better in challenging situations and improve their price stability (Liu et al., 2025).

Finally, in the era of digital platforms, time-based pricing has become increasingly important, especially in sectors that require time-based price discrimination such as the accommodation industry. Research by Christen et al (2022) revealed that time-to-travel and time-based price discrimination play a huge role in pricing decisions in the sector. This shows that companies operating in the digital market need to implement dynamic pricing that allows them to quickly adjust prices to fluctuating demand, giving them a huge competitive advantage in this highly dynamic market.

Overall, the synthesis of these findings not only confirms the relevance of the theoretical framework, but also expands as well as tests the boundaries of its application in an increasingly complex and digital business landscape. these studies confirm that pricing for offline and online consumers requires different approaches, taking into account factors such as consumer behavior, product characteristics, digital technology, and time. Companies need to adapt their pricing strategies quickly based on changing markets and consumer behavior, both in the physical and digital worlds. With a deeper understanding of these factors, companies can formulate a more effective and sustainable pricing strategy in the face of existing challenges.

VI . CONCLUSION

Pricing for offline and online consumers in the modern business landscape requires a highly adaptive approach and considers a variety of factors that influence consumer behavior and market dynamics. Based on a review of the existing literature, dynamic pricing, value-based pricing, and Pay-What-You-Want (PWYW) strategies show that while companies can benefit by giving consumers more control in the pricing process, psychological factors such as customer fatigue and impulsive buying can affect the effectiveness of this strategy. Consumers who shop online tend to be more impulsive, influenced by social factors, and more responsive to price transparency and value-based pricing, while offline consumers rely more on hands-on experience with products to determine value and price.

The significant difference between offline and online consumers lies in the way they both evaluate the price and value of the product. E-commerce facilitates fast price comparison and platform-based promotions, which allows dynamic pricing to be more responsive to market changes and consumer needs. In contrast, in the offline market, pricing is more focused on a stable shopping experience, with little influence from external factors other than product characteristics. Therefore, companies need to design pricing strategies that take into account consumer behavior, digital technology, and market conditions to achieve efficiency in pricing.

In addition, research shows the importance of digital transformation in increasing price stability and minimizing price volatility, especially during crises such as the COVID-19 pandemic. Companies that successfully adapt digital technology can more easily manage prices in real-time and respond better to market changes. As such, companies operating on both channels, both offline and online, need to understand well the profound differences in consumer behavior, as well as leverage technology to optimize their pricing strategies.

Overall, the biggest challenge in pricing is how to align pricing with the perceived value of consumers across both channels, while still maintaining sustainable profitability for the company. Therefore, further research on the interaction between external factors and consumer behavior is needed to develop a more effective and responsive pricing strategy in the face of evolving market changes.

Limitations

While this study provides comprehensive insights into pricing for offline and online consumers in the modern business landscape, there are some limitations to be aware of. First, this study mostly relies on the existing literature, where some of the research discussed is specific to a specific sector or context, such as the e-commerce industry or Pay-What-You-Want (PWYW)-based services. Therefore, generalizing these findings to the entire business sector may require further research involving broader and more diverse data.

Second, although this study covers a variety of pricing strategies such as dynamic pricing, value-based pricing, and PWYW, not all variables that can affect the success of these pricing strategies have been thoroughly discussed. Other external factors, such as changes in the global economy or consumer behavior that are heavily influenced by new technological trends, may also affect the effectiveness of the pricing strategies discussed. Thus, further research needs to take these variables into account to provide a more complete picture.

Third, this research focuses more on the perspective of existing theories and concepts, with limitations in the collection of empirical data or direct case studies of companies that implement the pricing strategy. Therefore, research that focuses more on real-world case studies or field experiments will be helpful to enrich a practical understanding of the implementation of effective pricing strategies across both channels, offline and online.

Practical Implications

The practical implications of this study suggest that companies need to develop adaptive pricing strategies, both in offline and online markets, by adjusting pricing approaches based on the consumer behavior of each channel. For online marketplaces, dynamic and value-based pricing is very effective, while for offline markets, hands-on experience with products influences purchasing decisions more. Additionally, companies implementing the Pay-What-You-Want (PWYW) strategy should consider psychological factors such as customer fatigue and choose the right time to implement it. Investments in digital technologies that allow real-time price adjustments will also provide a competitive advantage in responding to market changes and improving consumer satisfaction.

Expression Of Gratitude

I express my praise and gratitude to the presence of God Almighty, for His gifts and blessings, I am able to complete the writing of this article well. I would like to extend my deepest thanks to my lecturer in the Advanced Marketing Management course and the assessment of economic learning, who patiently provided guidance, direction, input, and motivation throughout the process of writing this article. I would also like to thank my friends who always provided support, encouragement, and assistance in seeking references and discussing the materials we wrote. Your companionship and cooperation mean a lot to me. I hope this article is useful and contributes positively to the development of knowledge. Any shortcomings in the writing of this article are my personal responsibility, and I am open to constructive advice and criticism. Thank you.

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VIII. APPENDIX

Appendix A – Search Strings in ScienceDirect

("pricing strategy" OR "price strategy" OR "pricing model") AND ("online consumer" OR "e-commerce customer" OR "digital consumer") AND ("offline consumer" OR "traditional retail customer") AND ("business" OR "marketing" OR "retail") AND (year > 2020 and year < 2026) AND (language = "English") AND (document type = "Research article")

Appendix B – Design of Study

Appendix C – Number of Articles Per Topic

Appendix D – Number of Articles Per Year