How to Calculate a Product Price for a Marketplace
A marketplace price is calculated not from the purchase price but from every per-unit cost plus the profit you want. The basic order: add up the cost of goods, the platform commission, the delivery fee, storage, taxes and advertising per unit — that is your break-even point. The price must sit above it by the amount of your profit. A "purchase price ×2" markup almost always ends in a loss: it does not cover the commission and the delivery fee.
In short: price = (cost of goods + commission + delivery + storage + taxes + advertising) + profit. Not "purchase price ×2".
Calculation order
- Add up every per-unit cost (see how to calculate profit).
- Get the break-even point — you cannot sell below it.
- Add the target profit → the minimum price.
- Check it against the market: the price has to be competitive in the niche, otherwise there will be no sales. Where to look for niches with margin headroom — high-margin products.
What sellers often forget to include
- The category commission and the payment processing fee.
- The delivery fee to the buyer and returns — some orders will come back.
- Advertising at launch — without it the product card will not gain traction.
- SPP (Wildberries' own loyalty discount) and platform promotions that cut your actual price — the discount arithmetic is in the economics of promotions.
Related guides: competitor price dumping., SPP on Wildberries
Related guides: Cost of goods, Wildberries unit economics.
Related guides: Wildberries commission for sellers, Repricer for marketplaces.
Frequently Asked Questions (FAQ)
"How do I calculate a marketplace price correctly?" Add up every per-unit cost (cost of goods, commission, delivery fee, storage, taxes, advertising), get the break-even point and add the target profit. Then compare the result with market prices.
"Why does a ×2 markup on the purchase price not work?" Because it does not cover the commission, the delivery fee and advertising. After all the deductions such an item often ends up in the red.
"What is the break-even point?" The price at which you neither earn nor lose: it equals the sum of every per-unit cost. Selling below it means working at a loss.
"Do I need to build returns and advertising into the price?" Yes. Some orders will come back with delivery costs attached, and advertising is needed to gain traction. Without those line items the price will end up too low.
