In a modern eCommerce environment, pricing strategies and wholesale influence play a key role in shaping consumer behaviour and, ultimately, conversion rates. From dynamic pricing to tiered discount structures, brands can leverage various approaches to maximise profit margins, but these strategies can sometimes backfire, leading to price sensitivity or hesitancy at the checkout. As brands navigate these challenges, paid media strategies can be powerful tools to counteract the negative effects of pricing dynamics.

Online conversion rates can vary due to numerous factors, such as product availability and sizing, seasonal trends, and competitor pricing strategies. The importance of accurate product availability in conversion rate optimisation is often underestimated but is crucial. As an ecommerce store owner or marketer, it's vital to understand that stockouts, overstocks, and inaccurate inventory levels can significantly impact your conversion rate.

Sale reliance is an issue that has been impacting the retail space for a long time. However, this issue has appeared to grow exponentially over the last few years following the boom of ecommerce. Shoppers are as price conscious and tech savvy as ever, with a common trend of sales spiking only when prices are lowered.

Borough Kitchen is a London-based cookware retailer with an online shop and four brick and mortar locations, three of which include a cook school. The brand opened their original store in Borough Market in 2013 and they have seen tremendous growth online and instore over the last few years.