01
Cost and markup
Starting point: production cost × target markup = selling price.
Free Tool
Pricing Formula
Find your real margin and see where each dollar of your selling price goes.
01
Your Product
Cost, markup and selling price
$
%
$
%
02
Cost Structure
All values are % of the selling price
Tax ?
%
— Gateway — Card ?
%
— Gateway — Instant Pay ?
% of the instant-pay price
Platform ?
%
— Marketing ?
%
— Influencer Commission ?
%
— Operating Expenses ?
%
— Packaging ?
%
— Shipping ?
%
— Coupon Discount ?
%
— Chargeback ?
%
— Photos / Campaigns ?
%
— Other costs
%
%
%
Results are estimates based on the parameters provided.
Adjust the fields to match your real business for more accuracy.
Suggested price
Card
—
Profit: —
—%
Instant Pay
—
Profit: —
—%
Click "Generate full analysis" to see the detailed cost breakdown.
Price X-Ray — Card
Price X-Ray — Instant Pay
What we consider
Every cost that eats your price
From gateway to shipping, packaging to chargebacks and influencer commissions — the calculator maps 12 cost types + profit.
02
Tax and regulation
Your tax regime rate — adjust to your country's framework.
03
Payment gateway
Fees from Stripe, Adyen, PagSeguro, Mercado Pago — separate for card and instant pay.
04
Platform or marketplace
WX3, Shopify, VTEX fee or commission from Amazon, Mercado Libre, Shopee.
05
Marketing and media
Meta Ads, Google Ads, TikTok Ads, SEO, email, performance influencer.
06
Shipping, packaging, operations
Subsidized shipping, returns, packaging, chargebacks and fixed expenses.
In practice
How DNVB brands
use this calculator
Six real scenarios that turn pricing into competitive advantage.
01
Price a new collection
Before launch, simulate the ideal price to hit target margin — considering all real costs.
02
Compare Card × Instant Pay
See side by side how margin shifts between payment methods. Adjust the instant-pay discount without losing profit.
03
Enter a marketplace
Swap the WX3 fee for Mercado Libre, Shopee or Amazon commission. Find out if it's worth it before listing.
04
Evaluate discount campaigns
Before activating a 30% coupon, check if margin still holds. Avoid clearing stock at a loss.
05
Renegotiate costs
X-ray shows the biggest cost in your operation — the focal point to negotiate gateway, shipping or platform.
06
Investor pitch
Present real margin, cost structure and preliminary P&L for funding rounds or board presentations.
Frequently asked
Before pricing, understand
Markup is the percentage applied to cost to reach the selling price. A 300% markup on a $50 cost results in a $200 price. Profit margin is calculated on the selling price — in the same example, after deducting all costs, if profit is $30, margin is 15%. Markup and margin are never equal.
Above 20% is considered healthy for fashion e-commerce. Between 10% and 20% is a tight margin, signaling the need to adjust some cost or price. Below 10% is a critical margin — the operation likely can't sustain itself in the mid term.
Use the "Instant-pay discount (%)" field to define how much less the customer pays with instant payment compared to card. The calculator derives the instant-pay price automatically. The "Gateway — Instant Pay" field accepts % or a fixed amount (some gateways charge a flat fee per transaction).
Yes. Adjust the "Platform" field to the commission of your marketplace (Mercado Libre charges 11-16%, Shopee 12-16%, depending on category). The calculation logic is identical.
Negative margin means the sum of costs exceeds the selling price — the product sells at a loss. Common causes: too low markup, high product cost, excessive subsidized shipping, heavy coupon or high gateway fees. Use the X-ray to find the biggest culprit.