Markup Calculator
Add a percentage on top of your cost and see the selling price, the profit per unit and what that markup means as a margin.
Quick answer
Selling price = cost × (1 + markup ÷ 100). A $40 item with a 100% markup sells for $80 — a 50% margin. Markup is measured on cost, margin on price; check yours with the profit margin calculator.
- Free
- No sign-up
- Business
- Updated October 2026
Selling price
$60.00
- Profit per unit
- $20.00
- Equivalent gross margin
- 33.33%
Show the working
- Price = $40.00 × (1 + 50 ÷ 100) = $60.00
About the Markup calculator
Cost-plus pricing is the simplest way to set a price: take what an item costs you and add a fixed percentage. Retailers often talk about “keystone” pricing, which is a 100% markup — doubling the wholesale cost.
The catch is that markup and margin are not interchangeable. If you plan finances around a 30% margin but price with a 30% markup, you will earn less than you expected. The calculator shows the equivalent margin under the price so you can check.
How to use it
- Enter your cost per unit.
- Enter the markup percentage you want to add.
- The selling price, profit per unit and equivalent gross margin appear instantly.
The formula
Selling price = Cost × (1 + Markup % ÷ 100)
- Profit per unit = Selling price − Cost.
- Equivalent margin = Profit ÷ Selling price × 100.
Worked example
Keystone pricing on a $40 item
- Markup 100%: $40 × 2 = $80 selling price.
- Profit: $40 per unit.
- Margin: $40 ÷ $80 = 50%.
Frequently asked questions
What markup gives a 50% margin?
A 100% markup. To convert any margin to markup: markup = margin ÷ (1 − margin). For 50%: 0.5 ÷ 0.5 = 1.0 → 100%.
What is a typical retail markup?
Many physical retail categories use 50–100% on wholesale cost; jewellery and some fashion can go well above that. Your markup also has to cover rent, staff and marketing, not just the product.
Should I include shipping in the cost?
Yes, if you pay it. Inbound freight, packaging and payment processing fees are real per-unit costs. Leaving them out makes your markup look healthier than it is.
Results are estimates for planning — check critical figures with a professional or the official source.
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