Taking the trend of growing B2C retailers opening platform and changing from self-employed mode to alliance mode as the background, the paper analyzes the effect of the conformity of consumers on the pricing strategy in two-sided market. The study puts forward to a two-stage Stacklberg game model to discuss how the conformity of consumers has influenced the price between the retail platform and settled merchants. Through the model, we can also analyze the differential pricing, sales volumes and commission rate. This paper indicates that under the condition of the property of consumer crowd, the price of both self-employed goods and agency goods will decrease. But the pricing mechanism is different. So retail platform can effectively relieve the direct competition between self-employed goods and agency goods by setting appropriate commission ratio.