Should SaaS pricing be on the website?
Hidden pricing used to be standard in B2B. Buyer behaviour has moved, and the default should move with it.
- Will showing prices scare buyers away?
- What about enterprise deals?
- Do competitors use our prices against us?
In most cases, yes. Gartner's 2026 research found 67% of B2B buyers prefer a rep-free experience, and buyers who can't find a price often leave or assume it is too high. Show full prices for self-serve plans and at least a starting price or range for sales-led plans. Hiding pricing makes sense only when every deal is custom and very large.
| Approach | Best for | Watch for |
|---|---|---|
| Full pricing | Self-serve and small team plans | Keep it simple to compare |
| Starting price | Mid-market with sales help | Explain what drives the final price |
| Price range or calculator | Usage-based products | Make inputs easy to estimate |
| Contact sales only | Large custom enterprise deals | Higher drop-off from smaller buyers |
What a good pricing page does
It helps the right buyer pick a plan, shows what is included, answers common objections and gives a clear next step. For enterprise, it explains what changes the price, such as volume, security and support, so buyers can estimate before they call.
Competitors will see it
They will. In our experience, the cost of losing self-qualifying buyers is larger than the cost of competitors knowing your prices.
- “Contact us” on every plan, including small ones.
- Tiers that differ only by long feature lists.
- No explanation of what drives enterprise pricing.
- Annual-only prices hidden behind monthly labels.
- No next step on the pricing page.
- Prices or a starting price visible.
- Plans named for customer types.
- An FAQ answering billing and contract questions.
- A clear path to talk to someone.
- Pricing page conversion tracked.
What founders and researchers say
We read the threads, surveys and reports so you don't have to. Each card is our summary, linked to the source.
67% of B2B buyers prefer a rep-free experience. Hidden pricing forces a conversation many buyers don't want yet.
Read the release →70% prefer a completely digital, self-service buying experience. Pricing is the first thing they look for.
Read the release →SaaS founders who added prices often report fewer but better-qualified demo requests. Those who kept pricing hidden usually sell large custom deals.
Browse the threads →Community summaries describe recurring themes across many threads. They are not quotes from individual posts.
Read next
Go deeper in the ShoutEx guides, or check the original sources.
Bring your numbers. We'll tell you what we would do, even if it isn't us.
Book a call →Follow-up questions
Will showing price reduce demo requests?
Often it reduces poor-fit requests and improves the quality of the ones you get.
How do we show enterprise pricing?
Show a starting price and explain what changes it. Add a calculator for usage-based products.
Should we show annual and monthly prices?
Yes, clearly labelled, with the annual saving shown.