Set the right selling price
The free Vivlab margin calculator helps you set your selling price from your purchase cost, and work out your margin, your markup and your multiplier.
Enter your purchase cost, pick your starting point: everything is calculated automatically.
Calculate from…
VAT rate
Selling price excl. VAT
100,00 €
Selling price incl. VAT
120,00 €
Gross margin
50,00 €
Margin rate
100 %
Markup rate
50 %
Multiplier
2,40
Margin or markup ?
Margin rate
Margin ÷ purchase cost excl. VAT. It measures your profit against what you paid to buy the product.
Markup rate
Margin ÷ selling price excl. VAT. It measures your profit against your selling price, so it always stays lower than the margin rate.
Multiplier coefficient
Selling price incl. VAT ÷ purchase cost excl. VAT. Multiply your purchase cost by this coefficient to get your selling price incl. VAT directly.
The Vivlab tip
Don't mix up margin and markup: a 100% margin is only a 50% markup. Always work from the same basis across your product pages so you can compare prices.