Price is often the most neglected and misunderstood aspect of marketing, despite being the most influential factor in driving profits. The concept of pricing originated in 1861 when consumers stopped haggling over prices. Today, technology plays a crucial role in setting prices, but it’s essential for brand owners to understand pricing as part of their overall strategy. With the rise of direct-to-consumer (D2C) channels in the e-commerce landscape, it’s important for brands to improve their pricing maturity, as B2B and D2C pricing differ. Even a small increase in prices can lead to significant profit gains. This article explores the various aspects of pricing that can enhance a brand’s pricing maturity and knowledge, as well as the benefits of adding a D2C channel to an omnichannel strategy. The migration to D2C has been accelerated by the global pandemic, with D2C sales increasing by 36% in the US. D2C allows brands to retain long-term customer loyalty and interact directly with customers in real time. It also provides an opportunity for brands to expand into new markets and test different sales channels. Understanding customers and their buying habits is crucial for developing a successful pricing strategy. Additionally, maintaining retailer partnerships while managing a D2C channel is essential for balancing the needs of different customers. Marketplaces can play a role in customer acquisition and revenue generation, but luxury brands may prefer to avoid them due to the importance of the overall shopping experience. D2C brands have the opportunity to innovate and disrupt traditional retail models, while also focusing on providing a personalized customer experience.