Product pricing calculator
Enter your unit cost, the margin you want, and your country to see the net price, the VAT, and the final shelf price in seconds.
Price breakdown
Margin here is on the net (ex-VAT) price; confirm your country's applicable rate.
Indicative estimate based on your inputs. Standard VAT rates only — reduced rates apply to some goods and services and vary by country. Informational, not tax advice.
How the product pricing calculator works
Pricing a product is more than adding a round number on top of cost. This calculator starts from your unit cost and the margin you want to earn, then works out the net (ex-VAT) price that delivers that margin. Because the margin is applied to the selling price rather than the cost, a 40% margin on a €20 item gives a net price of about €33.33 — not €28 — which is the figure most retailers and wholesalers actually plan around.
On top of the net price it adds your country's standard VAT rate so you can see the final price a consumer pays. Switch the country dropdown to compare how the same margin lands across different EU markets, where standard VAT ranges from the high teens to the mid-twenties. Use it to sanity-check a price list, model a new product line, or make sure your shelf price still protects your margin after tax.
On the net (ex-VAT) selling price. That is why a 40% margin on a €20 cost produces a €33.33 net price: cost is 60% of the price, so price = cost ÷ (1 − 0.40). If you instead want a simple markup on cost, the numbers will differ.
Selling online? Build a store that prices itself right
A clean margin on paper only works if your website charges it correctly at checkout. web1o builds fast, VAT-aware ecommerce and business sites for European SMBs — see how we can bring your pricing to life online.