Markup Calculator
Enter cost and markup % to get the selling price and gross profit — or enter cost and sell price to find the implied markup. Every result shows the equivalent gross margin too. Example: cost £50 at 100% markup = sell £100 = 50% gross margin.
Enter your cost and markup % to get the selling price — or enter cost and sell price to find the markup you are already applying.
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Formula
Selling Price = Cost × (1 + Markup% ÷ 100)
Markup is profit as a percentage of the cost price. A 50% markup on a £20 cost gives a £30 selling price. Note: 50% markup ≠ 50% margin (the margin would be 33.3%).
Worked Example
Scenario 1 — Wholesale pricing:
A wholesaler buys stock at £35 per unit and applies a 60% markup to set the retail price.
Selling Price = £35 × 1.60 = £56.00
Profit = £56 − £35 = £21.00 • Gross Margin = £21 ÷ £56 = 37.5%
The 60% markup produces only a 37.5% margin — always check the equivalent margin shown.
Scenario 2 — Reverse: find the implied markup:
A product costs £24 and sells for £36. What markup are you applying?
Mode: Cost + Sell Price
Markup = (£36 − £24) ÷ £24 = £12 ÷ £24 = 50.0%
Equivalent Margin = £12 ÷ £36 = 33.3%
Common Mistakes
- Using markup % and margin % interchangeably. A 50% markup is only a 33.3% margin. They are calculated on different bases (cost vs. sell price).
- Applying markup to an ex-VAT price but comparing to VAT-inclusive prices. Always compare like for like — work with ex-VAT prices consistently.
- Setting markup without accounting for returns or platform fees. These reduce effective margin and should be factored into your target markup.
Guide
How to Use
- 1
Choose a mode
Select "Cost + Markup %" to find the selling price. Select "Cost + Sell Price" to calculate the markup you are actually applying.
- 2
Enter the cost price
The price you pay for the product, excluding VAT.
- 3
Enter markup or sell price
Enter the markup percentage you want to apply, or the sell price to find the implied markup.
- 4
Review all figures
The result shows sell price, profit, markup, and equivalent gross margin together.
FAQ
Frequently Asked Questions
Next Steps
What to do next
Related by Workflow
Related by Region
When to use this calculator
- →Setting a sell price from your cost price and a target markup percentage
- →Checking the implied markup when you know both cost and sell price
- →Understanding the relationship between markup and margin before pricing a product
- →Ecommerce and wholesale pricing from landed cost to retail
Example calculation
Inputs: Cost price £60 · Markup 67%
Sell price: £60 × 1.67 = £100.20
Gross profit: £100.20 − £60 = £40.20
Equivalent margin: £40.20 ÷ £100.20 = 40.1%
Note: markup is always calculated on cost. Margin is always calculated on sell price. A 100% markup = 50% margin — not the same number.
Limitations
This calculator computes markup on cost price and the equivalent gross margin. It does not account for operating expenses, overheads, VAT, or tax — apply those separately. Markup is always calculated on the net (ex-VAT) cost; never mark up a VAT-inclusive cost. For imported goods, use the total landed cost (product + freight + duty) as the cost basis to avoid understating true cost. These results are for pricing and planning purposes only — not financial or accounting advice.
Related calculators
Common calculations
How do I calculate markup from cost and selling price?
Markup = (Sell price − Cost) ÷ Cost × 100. Example: cost £60, sell £100 → (£100 − £60) ÷ £60 = 66.7% markup. Use the "Find markup" mode in the calculator above by entering both prices.
How do I find the selling price from a markup percentage?
Sell price = Cost × (1 + markup%). Example: cost £60 at 100% markup → £60 × 2.00 = £120 sell price. At 50% markup → £60 × 1.50 = £90. Use the "Find sell price" mode above.
What is the difference between markup and margin — and why does it matter?
Markup is profit as a % of cost. Margin is profit as a % of sell price. A 100% markup = 50% margin. A 25% markup = 20% margin. Confusing them leads to under-pricing: targeting "50% margin" but applying 50% markup gives you only 33% margin — leaving 17 percentage points on the table.
Should I add markup before or after VAT?
Apply markup to the net (ex-VAT) cost to get the net sell price. Then add VAT on top of the net sell price. Never mark up a VAT-inclusive cost — that would inflate your calculation by the VAT amount. Use the VAT Calculator to add VAT to your net sell price.
How do I price a product with freight factored in?
Add landed cost (product + shipping) before applying markup. If a product costs £40 and shipping is £5 per unit (landed cost £45), applying 100% markup gives a sell price of £90. Use the CBM Calculator to estimate freight volume for your shipment.
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