Whether on its e-commerce site, on a marketplace, in its stores, or in its price list for foodservice distributors, the brand sets its own prices. These channels carry significant weight: €128.3 billion in out-of-home food consumption in 2025 (Gira), and 32% of online product sales go through marketplaces (Fevad). However, the price the brand lists there is public, and a buyer from a retail chain can cite it during negotiations.
White paper
Off-premises, e-commerce, direct sales: managing prices where the brand calls the shots
This white paper proposes a method: start with a benchmark price—the actual price observed on store shelves—and set a markup for each direct channel that is justified by its costs and the value it provides. Verified figures from 2025 and 2026 (Gira, INSEE, Brasseurs de France, FEVAD, ShopFully, Ministry of Agriculture), supported by European and French regulations.
By downloading it, you will discover
- Why the price listed on your direct channels has become a benchmark for consumers and retailers
- Why the actual lowest price on your takeout menu is often the lowest promotional price in the aisle
- At what order total does an order placed on your website generate more revenue than a sale at a physical store?
- How to Handle Third-Party Resellers on Marketplaces and the 30-Day Reference Price for Your Promotions
- How to Set a Base Price and Justified Price Ranges for Each Channel, and When to Revise Them
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