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Retail Price Calculator

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Use this retail price calculator to start from the margin you need and work back to the price to charge, platform fees included. Free, no sign-up, and the result updates as you type.

Enter your numbers

Your numbers

What one unit costs you from the supplier, before anything you add.

Freight, duty, packaging, labelling — anything that scales with each unit.

The share of the final price you want left over. Margin, not markup.

Any fee charged as a percentage of the sale. Use 0 if you sell direct.

Your receipt Retail Price · USD
Profit per unit
$14.83
Platform fee
$5.04
Landed cost
$17.20
Markup this needs
115.5%
Price to charge
$37.07
Price to charge
$37.07

This runs a markup calculator backwards: you name the margin you need and it returns the price that produces it. The reason it needs its own page is the fee. A marketplace fee is a percentage of the price, so it grows every time you raise the price to cover it — you cannot add 13.6% to a cost-plus price and be done. Solving properly means dividing the landed cost by what is left of the sale after both the fee and your margin have been taken out. Enter what a unit really costs you, the margin you need, and the platform's cut.

How it's calculated

Price = landed cost ÷ (1 − (target margin + platform fee) ÷ 100)

LaTeX source \text{Price} = \frac{C}{1 - \frac{m + f}{100}}

Worked examples

Example 1

A 40% margin on a marketplace that takes 13.6%

$37.07 price to charge

Landed cost is $17.20. The fee and the margin together claim 53.6% of whatever you charge, so the cost has to fit into the remaining 46.4%: $17.20 ÷ 0.464 = $37.07. The platform takes $5.04 and you keep $14.83. Adding 13.6% to a $28.67 cost-plus price would have given $32.57 and a margin nearer 33%.

The numbers used
Unit cost
14
Other per-unit costs
3.2
Target margin
40
Platform fee
13.6
Try these numbers
Example 2

The same kind of product sold direct at 45%

$51.82 price to charge

With no marketplace cut, $28.50 of landed cost divided by 0.55 gives $51.82 and $23.32 of profit per unit. Note the markup this implies: 81.8%, not 45%. If you hand a supplier or a spreadsheet the margin figure where a markup belongs, you will price at $41.33 and quietly give up $10.49 of profit a unit.

The numbers used
Unit cost
26
Other per-unit costs
2.5
Target margin
45
Platform fee
0
Try these numbers

Questions sellers ask

How to calculate your retail price?

Divide your landed cost by one minus your target margin expressed as a decimal. A $17.20 cost at a 40% margin is $17.20 ÷ 0.60 = $28.67. If a marketplace also takes a percentage, subtract that too before dividing: at a 13.6% fee the divisor becomes 0.464 and the price becomes $37.07. Landed cost means the unit plus freight, duty and packaging, not just the supplier's invoice line.

How do I calculate my selling price?

Decide which number you are anchoring to first. Anchoring to cost means picking a markup and multiplying; anchoring to profit means picking a margin and dividing, which is what this calculator does. Dividing is the right default for anyone who has a margin target to hit, because multiplying by the margin percentage undershoots it every time.

How to calculate selling price with 30% margin?

Divide the cost by 0.70. A $21 landed cost becomes $30, leaving $9 of profit — 30% of the $30 price. The common error is multiplying the cost by 1.30, which gives $27.30 and only a 23.1% margin. As a shortcut, a 30% margin always needs a 42.9% markup.

How do I find the retail price?

If you are pricing your own product, work forward from cost and a margin target as above. If you are trying to find what something already retails for, check the manufacturer's stated MSRP and then the three largest sellers of it, because the street price on most goods sits below MSRP and that is the number you will have to compete with.

How do I calculate how much I sell my product for?

Start from the price the market will bear, then run this calculator to see whether that price leaves your margin. Cost-plus pricing sets a floor, not a price — it tells you the minimum you can accept, and everything above that floor is a positioning decision. If the market price is below your floor, the product does not work at your current cost.

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