Guides

Margin and markup are different numbers

Use the right denominator when setting a selling price.

Set a price that covers percentage and fixed fees

A percentage fee changes when your selling price changes.

What free shipping actually costs your order

Compare the seller’s cost with what the buyer pays.

Find the advertising spend your margin can support

Calculate an acquisition ceiling before increasing your budget.

Check the contribution lost to a discount

A 20% price cut can remove much more than 20% of your contribution.

Allow for returns and acquisition costs

Keep your estimates explicit instead of hiding them in the margin.