Pricing your products online: why most handmade vendors underprice

Most handmade vendors price their work too low online

At the market, pricing feels personal. You watch someone pick up your candle, glance at the price tag, and decide. You see their face. If you charge too much and nobody buys, you feel it that day. So pricing tends to drift downward over time, just low enough that customers don't hesitate.

That habit follows you online, where it costs you more than it does at a market table.

Online, you can't see the buyer's face. The transaction is less personal, which means price anchoring works differently. And your competition is no longer the vendor two tables over. It's everything else on the internet, including mass-produced alternatives that cost a fraction of what you charge. Trying to compete on price with a candle factory is a race you can't win.

Price your work on what it's actually worth. Watching the customer's face is a lousy way to set prices, and it's a habit that costs you money.