Product pricing calculator
Markup and margin are not the same number, and payment fees eat into both. Put in what a product costs you and the margin you want to keep, and get the price that actually delivers it, plus what your planned price really leaves.
Fill in your numbers to see your price.
| Margin you keep | Price to charge | Markup on cost |
|---|---|---|
| 30% | — | — |
| 40% | — | — |
| 50% | — | — |
| 60% | — | — |
Margin, markup and the fees in between
Markup is profit as a share of your cost. Margin is profit as a share of what the customer pays. They describe the same sale from opposite ends, which is why a 100% markup is only a 50% margin, and less once shipping and fees come out.
Payment fees are the trap: they are a percentage of the price, so every dollar you add loses part of itself before it reaches your margin. The calculator solves for the price with that built in:
Price = (cost + shipping you pay + fixed fee) ÷ (1 − target margin − card rate − platform fee) − shipping the customer pays
If target margin plus the fee percentages reaches 100%, no price works, and the calculator says so instead of printing a number.
How to use the answer
- Treat it as a floor. It is the lowest price that keeps your margin, not necessarily the right price. What similar products sell for sets the ceiling.
- Round up, not down. A price ending in .99 or a round number is presentation; round in the direction that protects the margin.
- Leave room for advertising. If you plan to pay for traffic, the store profit calculator shows how much of this margin an ad can take before the sale loses money.
Where the numbers come from
- Shopify plan prices and the third-party payment provider fee: shopify.com/pricing, checked September 16, 2026.
- Online card processing rates: Shopify does not publish them on its pricing page or on its Shopify Payments page (both checked September 16, 2026), so this tool asks you for your own rate instead of printing one.
- Plus starts at $2,300/month with a 0.2% third-party payment fee; it is not in this comparison because nobody opening their first store needs it.
Prices change and can be localised for your country. If you spot a number that no longer matches Shopify's page, tell us and we will fix it.
Questions
What is the difference between markup and margin?
Markup is profit as a share of your cost; margin is profit as a share of what the customer pays. A product that costs $10 and sells for $20 has a 100% markup but only a 50% margin, before fees. The calculator shows both.
What is keystone pricing?
Charging double your cost. It is a common retail starting point, and the calculator shows what margin it really leaves once shipping and payment fees are taken out, which is always below 50% once any fee is counted.
Why does a high target margin say not reachable?
Card and platform fees are a percentage of the price. If your target margin plus those percentages reaches 100%, no price can hit it: every extra dollar you charge loses its fee share before it reaches your margin. Lower the target or the fees.
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