Retail Price Calculator
Turn a cost into a shelf price. Enter the cost per unit, choose whether you price by markup (profit as a share of cost) or by margin (profit as a share of price) and enter the percentage. The calculator gives the retail price, optionally rounded to .99, the price with sales tax or VAT and the resulting profit, markup and margin – so the common markup-versus-margin confusion cannot slip into your prices.
- Runs in your browser
- No sign-up
- Free to use
Markup is profit ÷ cost; margin is profit ÷ price. A 50% margin equals a 100% markup.
How to use Retail Price Calculator
- Enter the unit cost.
- Choose markup or margin and enter it.
- Add sales tax and .99 rounding if needed.
- Read the price and the margins.
Retail Price Calculator features
Markup or margin
Either basis.
.99 rounding
Optional.
Tax added
For consumer prices.
Both percentages
Markup and margin shown.
Formula shown
Every result explains how it was calculated.
Any currency
Choose from 30+ currencies; amounts are formatted for it.
When to use Retail Price Calculator
- Shop pricing.
- Converting supplier price lists.
- Training staff on margins.
- Checking a price before printing labels.
Retail Price Calculator FAQ
What is the difference between markup and margin?
Markup is profit ÷ cost; margin is profit ÷ price. A 50% margin needs a 100% markup.
Why can a margin not reach 100%?
Because the price would have to be infinite.
Should prices include tax?
For consumers in most countries, yes; business prices are often shown before tax.
Does .99 pricing work?
It is widely used in retail; whether it helps depends on your brand and customers.
What is the difference between markup and margin?
Markup is profit divided by cost; margin is profit divided by the selling price. The same profit always gives a higher markup than margin.
Markup or margin?
Retailers often think in margin because it relates profit to sales, while suppliers often quote markup. Mixing them up is one of the most common pricing mistakes.
The calculator always shows both, so you can check a price against either target.
Markup and margin are easy to confuse. With a cost of 40, a 50% markup gives a price of 60 – the profit of 20 is 50% of the cost but only 33.3% of the price. A 50% margin needs a price of 80, which is a 100% markup on cost.
Price from margin when you plan profit as a share of revenue, which is how most financial reports show it. Remember that the shelf price may also need to include VAT or sales tax, and compare the result with what competitors charge before you settle on it.