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Markup, margin and VAT calculator

Enter the purchase price and any extra cost per unit, then choose what you already know: the selling price, the markup or the margin. The calculator fills in the rest, VAT included.

Unit cost

Shipping, packaging, marketplace fee — anything you pay for this unit

Known value

Use 0 if you are not VAT registered

Result

Selling price, incl. VAT

—

Total unit cost —
Selling price, excl. VAT —
VAT in price —
Profit per unit —
Markup —
Margin —

Your inputs are stored in this browser, so everything is still here next time. Nothing is sent to a server.

This calculation is for informational purposes only and does not replace advice from a qualified professional. Formulas and rates may not fit your exact situation — double-check the figures before making decisions.

How it is calculated

Markup and margin use different bases, and that is the source of almost every pricing mistake. Markup = profit ÷ cost × 100%, margin = profit ÷ price × 100%. A 100% markup is a 50% margin, and a 100% margin does not exist.

Unit cost = purchase price + extra costs. Profit = price excl. VAT − unit cost. VAT is added on top of the net price: VAT = net price × rate ÷ 100, and the gross price is their sum.

Reverse formulas for the other two modes: price from markup = cost × (1 + markup ÷ 100); price from margin = cost ÷ (1 − margin ÷ 100). The second one explains why margin can never reach 100%: the denominator goes to zero.

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