How To Price Your Digital Products

Figuring out how to price your digital products can feel… weird. Too high and you scare people off.

Too low and you’re basically working for free.

And let’s be honest—most of us have just picked a random number that felt right at some point. But there’s a better way.

If you’ve made an ebook, a course, a design pack, a Notion template, or anything else digital—getting the price right is one of the most important parts of actually making money from it.

The truth is, pricing isn’t just about numbers. It’s about value, your brand, your audience, and how you position your product in the market.

I’ve spent years building, pricing, and selling digital products, and I’ve helped others do the same.

This guide breaks it all down, step by step, so you can finally price your product with confidence—and without guessing.

What Counts as a Digital Product?

Quick refresher. If you’re not 100% sure what qualifies as a digital product, here are a few examples:

Ebooks
Online courses
Web templates
Stock photos or videos
Printable planners
Notion setups
Design resources (like icons or fonts)
Music or sound effects
Subscription-based communities or content

Basically, anything you can sell online without shipping a physical item.

Why Pricing Matters More Than You Think

It’s not just about covering your time or costs. Pricing affects how your product feels to your audience. People make assumptions based on price, especially online.

A $5 ebook? Might be useful, might be fluff.
A $39 ebook with a landing page, testimonials, and clear value? Now you’ve got attention.
A $249 course? You’re signaling premium, well-designed content.

Your price shapes perception. And perception drives sales.

Also, undervaluing your work doesn’t just hurt you financially—it also sets a low bar for your niche. If creators keep pricing too low, we all lose. So, let’s get into how to price your stuff in a way that’s fair, profitable, and smart.

Step 1: Understand the Value You’re Offering

Start here: what kind of transformation or outcome is your product helping people achieve?

People don’t pay for ebooks. They pay to save time, solve a problem, feel better, make money, or learn something. The more direct and useful the result, the more valuable your product.

Ask yourself:

What problem does my product solve?
How fast does it deliver results?
Who’s my ideal buyer? (Beginner? Pro?)
What would solving this problem be worth to them?

A Notion template that saves someone 5 hours a week? That’s worth a lot more than the $10 you might be thinking of charging.

Step 2: Look at the Market (But Don’t Copy It)

Yes, it helps to know what others are charging. But don’t just copy their price.

Search your niche on sites like:

You’ll start to see patterns. Maybe planners go for $15–$40, or beginner Photoshop courses land around $79–$149.

But remember—what you’re offering might be more comprehensive, more specialized, or just plain better. You’re not trying to be the cheapest. You’re trying to be the right choice.

Step 3: Pick a Pricing Model That Matches Your Product

There are a few ways to price digital products. Here’s a simple breakdown:

1. One-time Price

The most common model. Great for ebooks, templates, or one-off digital packs.

Pros: Simple, upfront.
Cons: You only get paid once.

2. Tiered Pricing

Different versions of your product at different prices (e.g., Basic / Pro / Premium).

Example:

$29 Basic – Just the templates
$59 Pro – Templates + tutorial videos
$99 Premium – All the above + live call

Pros: Appeals to different budgets and buyer types.
Cons: You need to create and support multiple versions.

3. Pay-What-You-Want (With a Minimum)

Let people choose the price, but set a minimum to avoid free downloads.

Pros: Can boost reach, great for smaller products.
Cons: Revenue is unpredictable.

4. Subscription or Membership

Ongoing access to content, updates, or a community.

Pros: Recurring income.
Cons: Higher expectations, you need to keep adding value.

Step 4: Factor in Your Costs (Yes, Even Digital Products Have Costs)

Sure, you’re not printing books or shipping boxes, but that doesn’t mean your costs are zero.

Think about:

Time spent creating
Software tools (Canva Pro, Adobe, etc.)
Platform fees (Gumroad takes 10%, for example)
Payment processing (usually 2.9% + $0.30 per sale)
Marketing (ads, your time, maybe freelancers)

Your price should more than cover those costs if you want to grow.

Step 5: Use Anchoring to Make Your Price Feel Right

Anchoring is a little psychology trick—showing a higher price first to make your real price feel like a deal.

Example:

Say your course is $129.
On the landing page, compare it to hiring a coach ($500+) or going to a workshop ($1,000+).
Suddenly, $129 feels reasonable—even affordable.

Don’t lie or exaggerate, but help people see the real-world value.

Step 6: Test and Adjust

You don’t have to get it perfect the first time.

I’ve changed prices dozens of times across different products. Sometimes I raise the price and sales go up. Sometimes a lower price brings in more volume. It depends on your audience, timing, and offer.

Here’s what you can do:

Start with your best guess using the steps above.
Ask your early buyers for feedback.
If you’re getting lots of sales easily, test a higher price.
If sales are slow but feedback is good, try a lower intro price, then raise it later.

Real-World Example

Let’s say you made a set of resume templates for job seekers in tech. You’ve got 6 templates, a guide on how to use them, and bonus content on personal branding.

Product Value: It helps people land interviews faster. That’s huge.
Time Saved: Hours (and possibly weeks) of job search stress.
Audience: Mid-career professionals, looking to level up.
Competing Products: Similar packs priced at $20–$50
Your Costs: Design tools + time + hosting on Gumroad

You might price it like this:

$19 Starter Pack (just templates)
$39 Complete Pack (templates + guide + bonuses)
$69 Premium Pack (everything + video tutorials + email support)

That’s tiered pricing in action—and it gives buyers options.

FAQs

Should I offer discounts or coupons?

Sure! Just don’t overdo it. Occasional promos can help boost sales, especially for product launches or holidays. But if you’re always running a sale, people will just wait for discounts.

What about selling in bundles?

Bundles are great. You can combine multiple products and offer them at a slightly lower price than buying them individually. It increases perceived value and boosts your average order size.

Can I change my price later?

Absolutely. It’s smart to raise your price as your product improves or gets more recognition. Just give your audience a heads-up if you’re making a big change.

Is it okay to charge more than others?

Yes—if your product actually delivers more value, or if your brand is positioned as premium. People pay more for clear results and great experiences.

Final Thoughts

Pricing your digital products is part strategy, part psychology, and part gut feeling. Don’t aim for perfect—aim for good enough to get started. You can always tweak it later.

The most important thing? Don’t underprice yourself. You put time, energy, and creativity into your product. Charge like it’s worth something—because it is.

So here’s the big question:

Are you charging what your product is actually worth—or just what feels safe?