Price matching strategies for a seller selling products using one or more sales channels and facing competition from omni-channel competitors in marketplace may be provided. For a product and channel, a subset of candidate competitors by product and channel may be identified. For a product, channel, candidate competitor, a value-at-risk metric is computed that represents the seller's value in the sales channel that is at risk to a competitor's price change. Based on the value-at-risk metric, one or more products for price matching against the candidate competitors may be identified. A price for the identified product may be computed that is within a competitive range.