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E-commerce Product Pricing Calculator

October 2026 14 min read

Calculate the optimal selling price for any online product from cost, margin target, marketplace fees, shipping and ad spend. Free, instant, no sign-up.

Price it right — keep every dollar of margin

Enter cost + fees once. Get a fee-proof selling price, per-unit profit, break-even floor, and monthly forecast for any channel.

Amazon · Shopify · Etsy · eBayMargin + markup modesBreak-even floor
Typical Amazon referral fee (many categories)
15%
Source: Amazon Seller Central fee schedule
eBay final-value fee (most categories)
13.25%
Source: eBay seller fees
Etsy transaction fee + 3% + $0.25 processing
6.5%
Source: Etsy seller fees
Standard Stripe / PayPal online rate
2.9% + $0.30
Source: Stripe & PayPal pricing

Interactive Calculator

Enter your numbers — every result below updates instantly. No sign-up, free forever.

Pricing inputs

Product cost — landed COGS per unit ($)
Desired net profit margin (%)

Net = after ALL fees. 30–40% is healthy for most products.

Marketplace fee (%)
Payment fee (%)

Presets: Amazon 15% · eBay 13.25% · Etsy 6.5% · Shopify 0% — Stripe 2.9% · PayPal 2.99%

Shipping / unit ($)
Marketing / unit ($)
Monthly fixed costs ($)
Expected units / month

Pricing results

Costs before fees (cost + ship + ads)$28.00
Combined fee rate17.9%
Suggested selling price$66.51
Platform fee (15%)−$9.98
Payment fee (2.9%)−$1.93
Profit per unit$26.60
Achieved net margin40.0% (target met ✓)
Markup equivalent343.4%
Break-even floor$32.00/unit
Pricing headroom (price − floor)$34.51
Monthly revenue (500 units)$33254.16
Monthly net profit$11301.66
Pricing note: list at $66.51 to hold your 40% net margin — keeping $26.60/unit after all fees. Never discount below your $32.00 floor.

Visual Cost & Profit Breakdown

See exactly where every dollar of your selling price goes — costs, fees, and the profit you keep.

  • Product cost$15.00 (22.6%)
  • Shipping$5.00 (7.5%)
  • Marketing$8.00 (12.0%)
  • Platform fee (15%)$9.98 (15.0%)
  • Payment fee (2.9%)$1.93 (2.9%)
  • Your profit$26.60 (40.0%)

Bars are proportional to the $66.51 suggested price — watch the green profit slice grow as you raise margin or cut costs.

E-commerce Statistics That Shape Smart Pricing

Benchmarks from widely-cited industry research. Use them to sanity-check your margins, fees, and conversion assumptions.

Typical Amazon referral fee (many categories)
15%
Source: Amazon Seller Central fee schedule
eBay final-value fee (most categories)
13.25%
Source: eBay seller fees
Etsy transaction fee + 3% + $0.25 processing
6.5%
Source: Etsy seller fees
Standard Stripe / PayPal online rate
2.9% + $0.30
Source: Stripe & PayPal pricing
Average cart-abandonment rate — price + shipping shock is a top cause
68%
Source: Baymard Institute
Typical e-commerce conversion rate to sanity-check volume inputs
2–4%
Source: Industry benchmarks

Pricing Plans Compared: Which Strategy Fits Your Store?

Three proven pricing plans for online sellers. Match the plan to your stage, then plug its margin target into the calculator above.

Starter Plan — Cost-Plus

Best for: new stores & testing new products

  • Price rule: Price = (COGS + shipping + ads) ÷ (1 − margin − fee rate)
  • Margin target: 25–35% net margin
  • Fees: One channel (e.g. Shopify + Stripe only)
Most popular

Growth Plan — Value + Competitor

Best for: scaling stores on 2–3 channels

  • Price rule: Cost-plus floor, then adjust ±10% to perceived value & top-5 competitor prices
  • Margin target: 35–50% net margin
  • Fees: Marketplace + payment + ad TACOS included

Scale Plan — Dynamic & Portfolio

Best for: brands, bundles & high volume

  • Price rule: Dynamic rules + bundle/mix pricing with returns reserve built in
  • Margin target: 50%+ blended margin with LTV cushion
  • Fees: Landed cost + storage + returns + VAT/sales-tax handling

Formulas & How to Use This Calculator

Core fee-proof price formula

Suggested Price = (Product Cost + Shipping + Marketing per unit) ÷ (1 − Desired Net Margin − Platform Fee Rate − Payment Fee Rate) Example: ($15 + $5 + $8) ÷ (1 − 0.40 − 0.15 − 0.029) = $28 ÷ 0.421 = $66.51

Margin vs markup conversion

Margin = (Price − Cost) ÷ Price (share of PRICE that is profit) Markup = (Price − Cost) ÷ Cost (share of COST added on) Markup from margin: Markup% = Margin% ÷ (1 − Margin%) × 100 → 40% margin = 66.67% markup Margin from markup: Margin% = Markup% ÷ (1 + Markup%) × 100 → 50% markup = 33.3% margin

Break-even floor formula

Break-Even Price = (Monthly Fixed Costs ÷ Expected Units) + Variable Cost per Unit Example: ($2,000 ÷ 500) + $15 + $5 + $8 = $4 + $28 = $32.00/unit. Never price below this.

How to use — step by step

  1. Enter your landed product cost (COGS): what one unit really costs you delivered — item + inbound freight + packaging.
  2. Set your desired NET margin (after all fees, not gross). 30–40% is a healthy starting target for most online products.
  3. Enter your channel fee rates: Amazon ~15%, eBay ~13.25%, Etsy 6.5%, Shopify 0% + payment rate (Stripe 2.9%, PayPal 2.99%).
  4. Add per-unit shipping and marketing (ad spend ÷ units). This is where most sellers underprice — be honest here.
  5. Add monthly fixed costs (rent, tools, subscriptions) and expected units to get your break-even floor and monthly forecast.
  6. Read the suggested price, check the visual breakdown bars, then compare the three pricing plans and adjust for competitors.

Worked Examples

Real numbers, fully worked — copy the pattern for your own products.

Example 1 — Shopify private-label product

Inputs

Cost $15, margin 40%, platform 0%, payment 2.9%, shipping $5, marketing $8, fixed $2,000, 500 units

Math

Price = ($15+$5+$8) ÷ (1 − 0.40 − 0 − 0.029) = $28 ÷ 0.571 = $49.04 Profit/unit = $49.04 − $15 − $1.42 − $5 − $8 = $19.62 → 40.0% margin Break-even = $2,000/500 + $28 = $32.00

Result

$49.04 price · $19.62 profit/unit · 40% margin · $7,710 monthly net profit

Example 2 — Same product on Amazon FBA

Inputs

Cost $15, margin 40%, platform 15%, payment 2.9%, shipping $5, marketing $8, fixed $2,000, 500 units

Math

Price = $28 ÷ (1 − 0.40 − 0.15 − 0.029) = $28 ÷ 0.421 = $66.51 Amazon fee ≈ $9.98, payment ≈ $1.93 Profit/unit = $66.51 − $15 − $9.98 − $1.93 − $5 − $8 = $26.60 → 40.0%

Result

$66.51 Amazon price · $26.60 profit/unit · $17.50 above the Shopify price (fee gap)

Example 3 — Etsy handmade with low volume

Inputs

Cost $8, margin 45%, platform 6.5% + $0.20 listing, payment 3% + $0.25, shipping $4, marketing $2, fixed $300, 100 units

Math

Price = ($8+$4+$2) ÷ (1 − 0.45 − 0.065 − 0.03) = $14 ÷ 0.455 = $30.77 Break-even = $300/100 + $14 = $17.00

Result

$30.77 price (charm-price at $29.99–$30.99) · safe floor $17.00

Example 4 — Discount safety check

Inputs

Normal price $66.51, planned 20% sale, break-even $32.00

Math

Sale price = $66.51 × 0.80 = $53.21 Sale profit = $53.21 − $15 − $7.98 (15%) − $1.54 − $5 − $8 = $15.69 → 29.5% margin, still above $32 floor

Result

20% off is safe here — but a 50% off sale ($33.26) would nearly hit break-even

Advanced Education: Master E-commerce Pricing

Beyond the basics — the concepts professionals use to price for profit across channels, seasons, and competitors.

Cost-plus vs value-based vs competitor-based pricing

Cost-plus (cost + target margin) guarantees you never lose money and is the right starting point — it is exactly what the calculator above does. Value-based pricing then asks what the outcome is worth to the buyer: a $12 serum that visibly works can hold a $39 price even when cost-plus says $24. Competitor-based pricing anchors you to the market: map the 5 closest listings, and position deliberately — match for parity, +10–15% with a clear differentiator (bundle, warranty, faster shipping), or −10% only when you have a structural cost edge. Professionals use all three: cost-plus sets the floor, value sets the ceiling, competitors pick the point in between.

Margin, markup, and contribution margin — stop mixing them up

Margin is profit ÷ PRICE; markup is profit ÷ COST. A 50% markup is only a 33.3% margin — confusing them is the single most common reason sellers think they earn 50% while actually earning 33%. Contribution margin goes one step further: (Price − all variable costs) ÷ Price. It tells you what each extra sale contributes toward fixed costs and profit. Track all three: use markup when talking to suppliers, margin when setting prices, and contribution margin when deciding whether more ad spend or a discount is affordable.

The fee stack: why one price never fits all channels

A $50 product keeps very different amounts per channel: on Shopify with Stripe you keep ~$47.25 after 2.9% + $0.30; on Amazon at 15% referral you keep ~$42.50 before FBA and storage; on eBay at 13.25% you keep ~$43.38; on Etsy at 6.5% + 3% + $0.25 + $0.20 listing you keep ~$44.80. That 5–11% gap is why sellers need channel-specific prices (or one price set for the most expensive channel). Enter each channel separately in the calculator and compare — the fee gap is often larger than the entire ad budget.

Psychological pricing: charm, prestige, and anchor prices

Charm pricing ($29.99 vs $30) still lifts conversion 5–10% on commodity products because shoppers read left-to-right and anchor on the first digits. Prestige pricing does the opposite: round numbers ($50, $120) signal quality for premium, handmade, and luxury goods — decimals can cheapen them. Anchor pricing shows the crossed-out MSRP next to your price so the discount feels concrete; it only works when the anchor is believable. Rule of thumb: use .99 endings under $100 on marketplaces, round numbers for premium DTC brands, and always A/B test — the calculator gives you the math-safe price, psychology picks the final digits.

Discounts, coupons, and the maximum-discount formula

Every discount comes out of margin, not revenue. Maximum safe discount = (Current Margin − Minimum Acceptable Margin) ÷ (1 − Variable Cost Ratio). Simpler: compute your break-even floor first (the calculator shows it), then never let a sale price fall below floor + minimum profit. Stack with care: a 20% code on top of a 20% sale is 36% off, not 40% — 1 − (0.8 × 0.8) = 0.36. Set coupon exclusions for already-discounted SKUs, and fund promotions from the marketing line in your price, not from hope.

Free shipping thresholds and the shipping-in-price decision

Baymard research consistently ranks unexpected shipping costs as a top checkout-abandonment driver. Two cures: bake average shipping into the price (free-shipping framing converts better even at the same total), or set a free-shipping threshold 10–20% above your current average order value to lift baskets. Threshold math: Threshold ≈ AOV × 1.15, and verify with the calculator that orders at the threshold still clear your margin after the absorbed shipping cost. Never offer sitewide free shipping without modeling it — that is what the marketing/shipping inputs are for.

Dynamic repricing, MAP, and staying legal

Repricing tools that track the Buy Box or competitor prices can add 5–15% revenue, but always set a floor (your break-even + minimum margin) so automation never sells at a loss. Respect Minimum Advertised Price (MAP) policies from brands — violating MAP can cost you the supplier account. And keep pricing honest: fake crossed-out MSRPs, drip pricing (fees revealed at checkout), and personalization without disclosure attract regulators (FTC) and marketplace penalties. The durable edge is better costs and better offers, not trick pricing.

Platform Playbooks: Amazon, Shopify, Etsy & eBay

Fee structures differ by channel — here is how to adapt one base price per marketplace without losing margin.

Amazon (FBA)

Start with 15% referral in most categories, then add FBA fulfillment by size tier, monthly storage (higher Oct–Dec), and optional inbound placement fees. PPC TACOS of 8–15% belongs in the marketing-per-unit line. Price for the Buy Box: competitive + Prime-eligible wins more than the absolute lowest price.

Shopify (DTC)

No marketplace commission — just plan fee + payment rate (Shopify Payments ~2.9% + $0.30, lower on annual/higher plans) plus apps and transaction fees if you use external gateways. Your edge is margin headroom: reinvest it in ads, email, and bundles competitors on marketplaces cannot match.

Etsy

$0.20 listing fee per item, 6.5% transaction fee, 3% + $0.25 payment fee, plus 12–15% Offsite Ads fee on attributed sales (mandatory over $10k/year). Handmade pricing must absorb listing renewals and ad fees — underpricing is endemic here, so use at least the Growth-plan margin.

eBay

Final-value fee ~13.25% in most categories (lower for stores with higher tiers) plus payment processing and optional promoted-listing percentages (2–10%+). Auction vs Buy-It-Now changes fee math slightly — model your actual format, and add promoted-listing cost into marketing per unit when you boost visibility.

Glossary: Pricing Terms Explained

COGS (Cost of Goods Sold)
Direct cost of one unit: item cost + inbound freight + packaging. The starting input of every price calculation.
Landed cost
COGS plus all costs to get the unit ready to sell: freight, duties, customs, warehousing inbound. Use landed cost — not factory price — in the calculator.
Gross margin
(Revenue − COGS) ÷ Revenue. Product-level profitability before operating expenses.
Net margin
Profit after ALL costs (fees, shipping, ads, fixed costs) ÷ revenue. The margin target this calculator optimizes for.
Markup
(Price − Cost) ÷ Cost. Percentage added to cost. 50% markup = 33.3% margin — not the same thing.
Keystone pricing
Doubling cost (100% markup = 50% margin). A traditional retail shortcut; fine as a starting point, rarely optimal.
Break-even price
The lowest price that covers all costs at a given volume. Any price below it loses money by definition.
TACOS
Total Advertising Cost of Sale: ad spend ÷ total revenue. The right way to put ads into per-unit pricing.
MAP (Minimum Advertised Price)
The lowest price a brand allows you to advertise. Violating it risks losing the supplier.
Charm pricing
Prices ending in .99/.97 that read as significantly cheaper ($29.99 vs $30) and lift conversion on commodity goods.

Common Pricing Mistakes & Pro Tips

Mistakes that kill margin

  • Pricing from factory cost instead of landed cost — freight, duties, and packaging silently eat 10–30%.
  • Confusing markup with margin: a “50% markup” feels like 50% profit but is only 33.3% margin.
  • Forgetting payment fees ($0.30 fixed part hurts most on cheap items) and returns reserve (5–15% in apparel).
  • Copying the cheapest competitor without their cost structure — you match their price but not their profit.
  • Running stacked discounts (sale + coupon + free shipping) that push the final price below break-even.
  • Setting one price for all channels — Amazon/Etsy/eBay fees differ by 5–11% on the same item.

Pro tips to grow profit

  • Add a 3–5% “friction reserve” to every price for returns, refunds, and fee increases — profitable sellers do this by default.
  • Charm-price marketplace listings (.99) but round-number premium DTC products ($48, $120) — match the psychology to the channel.
  • Raise the free-shipping threshold to ~115% of AOV: baskets grow faster than the absorbed shipping cost.
  • Re-check fees quarterly — Amazon FBA, Etsy, and eBay change fee tables yearly, often in Q1.
  • Bundle slow movers with heroes at a 10–15% bundle discount: blended margin rises while inventory clears.
  • A/B test in 5% steps, not 20% jumps — price elasticity is measured in small moves over 2+ weeks.

Who Should Use This Calculator?

  • ▸ New sellers validating whether a product idea can hold 30–40% margin before ordering inventory
  • ▸ Amazon FBA sellers adding referral, fulfillment, storage, and PPC TACOS into one fee-proof price
  • ▸ Shopify stores setting DTC prices with headroom for ads, email discounts, and free-shipping thresholds
  • ▸ Etsy makers covering listing renewals, transaction + offsite-ads fees without underpricing handmade work
  • ▸ eBay sellers modeling final-value + promoted-listing rates for auction vs Buy-It-Now formats
  • ▸ Dropshippers checking AliExpress + shipping + ad costs still leave margin at competitive prices
  • ▸ Wholesale brands splitting MAP retail prices from wholesale sheets with consistent margins
  • ▸ Agencies and VAs producing client pricing sheets with copy-ready breakdowns and sources

Related E-commerce Calculators

Keep optimizing — every tool below links directly into this pricing workflow.

Frequently Asked Questions (28)

Long-tail answers: each question targets a real Google search about e-commerce product pricing calculator — click to expand.

How do I calculate the selling price of a product from cost and margin?
Use Selling Price = Cost ÷ (1 − Desired Margin). For a $20 cost and 40% margin: $20 ÷ (1 − 0.40) = $33.33. When marketplace and payment fees apply, use the full fee-proof formula: Price = (Cost + Shipping + Marketing) ÷ (1 − Margin − Platform Rate − Payment Rate). The calculator above does this automatically.
What is the difference between markup and margin in product pricing?
Markup = (Price − Cost) ÷ Cost × 100 (based on COST). Margin = (Price − Cost) ÷ Price × 100 (based on PRICE). A 50% markup equals only a 33.3% margin; a 100% markup (keystone) equals a 50% margin. Convert with: Markup% = Margin% ÷ (1 − Margin%) × 100. Mixing them up is the most common pricing error in e-commerce.
What factors should I include when pricing an e-commerce product?
Include landed product cost (COGS + freight + packaging), platform fees (Amazon ~15%, eBay ~13.25%, Etsy 6.5%), payment fees (~2.9% + $0.30), per-unit shipping, per-unit marketing (TACOS), returns reserve (3–10%), fixed-cost share, competitor prices, perceived value, taxes, and your minimum margin. The calculator models every one of these.
What is the best pricing strategy for a new e-commerce store?
Start with cost-plus to guarantee a 30–40% net margin floor, then adjust ±10% against the 5 closest competitors, then layer value signals (bundle, warranty, faster shipping) to justify the upper end. Avoid penetration pricing (unsustainably low) unless you have a proven cost edge — most new stores die from underpricing, not overpricing.
How do I calculate my break-even selling price?
Break-Even Price = (Monthly Fixed Costs ÷ Expected Units) + Variable Cost per Unit. Example: $2,000 fixed ÷ 500 units + $15 cost + $5 shipping + $8 marketing = $32.00. Price below $32 and every sale loses money; price above it and each sale contributes profit. The calculator shows your floor live.
How should I price a product on Amazon with FBA fees?
Add three Amazon layers to your base price: the 15% referral fee (varies by category), FBA fulfillment by size/weight tier, and monthly + long-term storage. Then add your PPC TACOS (often 8–15%) into marketing per unit. A product priced at $49 on Shopify typically needs $64–$68 on Amazon for the same margin — enter 15% platform rate in the calculator to see your exact number.
How do I price products on my Shopify store?
Shopify has no marketplace commission, so price = (landed cost + shipping + ad cost per unit) ÷ (1 − margin − payment rate). With Shopify Payments (~2.9% + $0.30) and a 40% margin target, a $28 all-in unit cost prices at ~$49. Use the extra headroom vs marketplaces for bundles, email discounts, and free-shipping thresholds rather than simply going cheaper.
How do I price handmade products on Etsy without underpricing?
Cost your TIME plus materials, then add $0.20 listing, 6.5% transaction, 3% + $0.25 payment, and 12–15% offsite-ads fees on attributed sales. Many sellers forget renewals and ads and effectively earn below minimum wage. Target 45%+ margin in the calculator, charm-price the result ($29.99 instead of $30.77), and review quarterly as Etsy adjusts fees.
How do eBay final value fees affect my selling price?
eBay takes ~13.25% final-value fee in most categories plus payment processing and any promoted-listing percentage you set (2–10%+). Enter 13.25% as the platform rate and your boost rate inside marketing per unit. Stores with higher tiers pay lower rates — re-run the calculator after any store-subscription change.
What is cost-plus pricing and when should I use it?
Cost-plus = cost + fixed percentage to reach a target margin. Use it as your default floor for physical products, wholesale sheets, and any catalog over ~20 SKUs where simplicity matters. Its weakness: it ignores what buyers will pay — so pair it with a competitor check and value adjustments (the Growth plan above) rather than using it blindly.
What is value-based pricing for e-commerce?
Value-based pricing sets price from the outcome delivered, not the cost. A $12 serum that clears skin in 2 weeks can hold $39 if reviews prove it. Requirements: clear before/after proof, strong reviews, and differentiated branding. Test 10–15% above your cost-plus price with a small traffic split — if conversion holds, the premium is real margin.
What is keystone pricing and is doubling my cost enough?
Keystone = 2× cost (100% markup = 50% gross margin). It was built for traditional retail with low fees — online, after 15% marketplace + 3% payment + ads + shipping, keystone often leaves under 20% net. Treat 2× as a minimum sanity check, not a target: run your real fee stack in the calculator and you will usually need 2.5–4× landed cost.
How do I convert a desired margin into a markup percentage?
Markup% = Margin% ÷ (1 − Margin%) × 100. Examples: 30% margin → 42.9% markup; 40% margin → 66.7% markup; 50% margin → 100% markup. Multiply cost by (1 + markup) to get price: a $30 cost at 40% margin needs 66.67% markup → $30 × 1.6667 = $50.00.
What is a good profit margin for an e-commerce product?
Benchmarks: 30–40% net margin is healthy for most online products; under 20% is fragile (one fee hike or return spike wipes it out); 50%+ is excellent and typical for digital-adjacent, handmade, or strong brands. Commodity electronics often survive on 15–25% via volume; apparel and home goods target 40–60% gross. Set the calculator to your category and never go below break-even + 10 points.
How do I include shipping costs in my product price?
Two options: add average shipping to the price and advertise “free shipping” (converts better at the same total), or keep shipping separate and set a free-shipping threshold ~15% above AOV. Either way, put the real per-unit shipping number in the calculator — “free shipping” is never free to you, it is a marketing cost inside the price.
How do I price products that I plan to discount or coupon?
Price UP so the discounted price still clears your floor: List Price = Floor Price ÷ (1 − Max Discount). For a $32 floor and 20% sales, list at $40+. Remember stacking: 20% off + 20% coupon = 36% off total. Fund promos from the marketing line in your price and exclude discounted SKUs from extra codes.
Does $9.99 pricing still work (psychological / charm pricing)?
Yes for commodity and marketplace products — .99 endings lift conversion ~5–10% under $100 because shoppers anchor on left digits. For premium, handmade, or luxury goods, round numbers ($50, $120) signal quality and decimals can cheapen perception. Compute the math-safe price first, then round to the nearest charm or prestige ending that stays above your floor.
How do I price a product bundle?
Bundle Price = (sum of individual floor prices) × (1 − bundle discount of 10–15%). Check blended margin: bundles usually RAISE total margin because they lift AOV and clear slow stock while the hero item carries the discount. Model each item in the calculator, sum the profits, and confirm the bundle beats selling the hero alone.
How should wholesale pricing differ from retail pricing?
Wholesale is typically 50% of MSRP (keystone in reverse): a $50 retail item wholesales at ~$25, so your landed cost must sit under ~$12–$15 to keep margin on both sides. Set MAP (minimum advertised price) to protect retail partners, and never let wholesale leak below your own DTC floor — the calculator’s break-even is your absolute wholesale minimum.
How much should I reserve in my price for returns and refunds?
Reserve 3–5% for low-return categories (electronics accessories), 8–15% for apparel and shoes, plus return-shipping cost where you cover it. Add it as extra marketing/fixed cost per unit in the calculator. If your return rate is 10% on a $50 item with $8 return shipping, that is ~$5.80 per sold unit that must live inside the price.
How do I price dropshipping products from AliExpress?
True cost = item + ePacket/choice shipping + (returns × return cost) + payment fees + ad cost per order (often $8–$15). At a $6 item + $4 shipping with $10 ad cost, you need ~$35–$40 retail for 40% margin — which is why winning dropship products need 3–5× markup over item cost. Validate with the calculator before testing any product.
How do I price print-on-demand products?
Base (blank + print + provider shipping) + marketplace/payment fees + design amortization (design cost ÷ expected sales) + margin. A $12 base with $4 shipping at 40% margin prices ~$30–$33 depending on channel. POD margins are thin by design — profit comes from zero inventory and volume across many designs, so keep fixed costs per design near zero.
How often should I change my prices (dynamic pricing)?
Review monthly, reprice quarterly, and automate only with a hard floor (break-even + minimum margin) so bots never sell at a loss. Change one variable at a time in 5% steps and wait 2+ weeks to read elasticity. Seasonal peaks (Q4), fee changes, and competitor stock-outs are the highest-ROI moments to move price up.
How do I A/B test prices without hurting my store?
Split traffic 50/50 between two prices 5–10% apart for at least 2 weeks or 200+ orders per variant, and measure PROFIT per visitor (not conversion alone) — a higher price with slightly lower conversion often wins. Keep the test invisible (same page, cookie-split) and never test below your break-even floor.
How do I compete on price without a race to the bottom?
Do not match the cheapest listing — out-OFFER it: bundle accessories, add a warranty, faster shipping, or better imagery at +10% price. Shoppers pay premiums for lower risk. If you must go lower, cut costs (supplier, packaging, freight) rather than margin, and set a walk-away floor in advance using the break-even output.
Should sales tax or VAT be included in my listed price?
In the US, list pre-tax and add sales tax at checkout (nexus determines where you collect). In the UK/EU, list VAT-inclusive prices to consumers. Either way, model it: for VAT-inclusive pricing, Net Price = Gross ÷ (1 + VAT rate) — a £60 item at 20% VAT nets £50 before any other cost. Enter the net figure as your price target in the calculator.
What net margin should my whole online store target (not just one product)?
Healthy DTC stores run 15–25% blended NET margin after ads, overhead, and returns; marketplace-heavy sellers often run 10–20% with volume compensating. If your hero products clear 35–45% individually (per this calculator), the store blends down to ~20% after overhead — which is exactly where you want to be. Below 10% blended, raise prices or cut acquisition cost before scaling.
Can I use this calculator for Amazon, Shopify, Etsy, and eBay at once?
Yes — run it once per channel with that channel’s fee rates (Amazon 15%, eBay 13.25%, Etsy 6.5%, Shopify 0% + payment rate) and compare the four suggested prices side by side. Most sellers then list at the highest channel-safe price everywhere, or set channel-specific prices where the platform allows it. Bookmark all four results with the copy button for your pricing sheet.

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Last updated: October 2026 · Free forever · No sign-up · Part of E-commerce Calculators at Atlascalcs.com