Price lining means setting of prices by a seller in accordance with certain price points believed to be attractive to buyers. A men’s store may have a range of styles and brands of ties that sell for $15; another line may sell for $22. Consumer decision making is made easier by holding constant one key variable.

For example, an online discount shoe store might offer three levels of quality at three prices, such as $9.99, $19.99, and $29.99, and display the shoes in three distinct online store areas within the ecommerce so that shoppers can go straight to the shoes in the range they can afford. Most merchandise ecommerce stores offer goods within a price range representative of the site’s image.