Master B2B’s research found B2B buyers overwhelmingly want to see prices online, yet many companies still hide them, often to preserve a sales rep’s negotiating leverage rather than for any customer-facing reason. The practical middle ground most practitioners land on is showing standard list pricing openly to everyone, since buyers can typically find comparable prices on large distributors or marketplaces anyway, while placing account-specific contract pricing behind a login. Companies that hide all pricing tend to lose buyers earlier in the research process, before a sales conversation ever has the chance to happen.
Pricing transparency
The practice of showing product prices openly on a B2B ecommerce site, rather than requiring a buyer to call, log in, or request a quote to see them.