Know what you keep before you set the price
A price that looks healthy can leave almost nothing once VAT, commission and returns are paid. TrueSellerPrice works out your real profit per order and the lowest price that reaches your goal.
Open the profit calculatorExample
| + | Buyer pays for the item | £29.99 |
| − | VAT / sales tax | £5.00 |
| Your revenue | £24.99 | |
| − | Expected refunds | £2.50 |
| − | Product cost | £12.15 |
| − | Order costs | £4.50 |
| − | Marketplace fees | £4.50 |
| − | Return handling | £0.50 |
| You keep | £0.84 |
Margin: 3.8% · Break-even price: £28.59
Calculators
- ProfitProfit per order after fees, VAT, shipping and returns, with break-even and target prices.
- Margin & markupMargin and markup from cost and price, and the price for a target margin.
- VATAdd VAT to a net price or take it out of a gross price.
- ROASThe return on ad spend at which advertising stops paying.
How it works
- Choose where you sell. Currency and tax defaults follow, and you can change each one.
- Enter your costs and fees, or load verified fees for Amazon.com or Etsy.
- Read the statement line by line, from what the buyer pays to what you keep.
Why the price needs more than a markup
Fees are often charged on the VAT-inclusive price, returned orders are refunded while postage is lost, and a minimum fee can outweigh the percentage on cheap items. A simple markup misses all three. Every number here comes from one tested calculation engine that accounts for them.
Guides
- Margin vs markup: the difference, the formulas and a conversion table
Margin is profit as a share of the price; markup is profit as a share of the cost. Why mixing them up underprices products, with a worked example.
- How to calculate VAT-inclusive prices (and take VAT back out)
To remove VAT from a gross price, divide by 1 plus the rate — don't subtract the rate. Formulas, worked examples and how VAT changes marketplace fees.
- Break-even ROAS: the lowest return on ad spend that still makes money
Break-even ROAS is your price divided by your profit before ads. A worked example, why a ROAS of 3 can still lose money, and how VAT changes the number.
- Etsy fees explained: what you really keep from a sale
Etsy's transaction, payment and listing fees with a worked US example, how the fees change by your bank country, and what to add for Offsite Ads.
- How to price a product so it's actually profitable
Why a 67% markup can leave under 4% margin once VAT, fees and returns are paid, and how to work out the break-even and target price step by step.
What you can rely on
- Free to use, no account, no email.
- Your numbers stay in your browser.
- Fees and tax rates are only pre-filled when we've read them on the official page, with the source and date shown.
- Formulas and assumptions are written out under every calculator.