Several Factors That Contribute to Pricing Pressure Within E-commerce: 

1. Increased Competition: The digital landscape allows many businesses, small or large, to enter the e-commerce market. The abundance of competitors leads to price wars as each retailer tries to attract customers with the lowest possible prices. 

2. Price Comparison Tools: Consumers can use price comparison websites and browser extensions that allow them to compare prices for a specific product across multiple online stores instantly. These tools empower consumers to find the best deals easily, further intensifying pricing pressure. 

3. Dynamic Pricing: e-commerce platforms often use dynamic pricing algorithms that adjust prices in real-time based on numerous factors like demand, inventory levels, and competitor prices. While this can help maximise profits, it also contributes to pricing volatility and pressure. 

4. Promotions and Discounts: Frequent sales events, discounts, and promotions in the e-commerce industry are common strategies to attract customers. However, if not managed carefully, they can erode profit margins and intensify pricing pressure. 

5. Global Competition: With e-commerce transcending geographical boundaries, online retailers must compete not only with local businesses but also with international players. This global competition further intensifies pricing pressure. 

6. Customer Price Sensitivity: Online shoppers tend to be more price-sensitive and may prioritise the lowest price when making purchase decisions. As a result, e-commerce businesses need to strike a delicate balance between offering competitive prices and maintaining profitability. 

To Cope with Rising Pressure and Remain Competitive, E-commerce Businesses Employ Various Strategies: 

1. Value Differentiation: Instead of solely focusing on low prices, some businesses emphasise the unique value they offer, such as exceptional customer service, high-quality products, or exclusive features. 

2. Customer Experience: Creating a seamless and enjoyable shopping experience can encourage customer loyalty, even if prices are slightly higher. Providing personalised recommendations, fast shipping, and easy returns can be effective. 

3. Cost Optimisation: E-commerce businesses can find cost efficiencies in their operations to maintain reasonable profit margins while offering competitive prices. This may involve streamlining supply chains, optimising logistics, or reducing overhead expenses. 

4. Targeted Marketing: Effective marketing strategies can help businesses reach their target audience and create brand loyalty, allowing them to charge premium prices for specialised products or services. 

5. Monitoring Competitors: Regularly tracking competitor prices and adjusting pricing strategies accordingly can help businesses stay competitive and relevant in the market. 

6. Data Analytics: Leveraging data analytics and market insights can provide valuable information about consumer behaviour, enabling businesses to make informed pricing decisions. 

In conclusion, pricing pressure in e-commerce is an ongoing challenge that requires online retailers to continuously adapt their pricing strategies, focus on customer needs, and find unique ways to differentiate themselves in the highly competitive digital marketplace.