For UK small ecommerce sellers
Know what you actually keep.
See your real profit per order after product cost, delivery, platform and payment fees, advertising, returns and VAT — and the most you can spend on ads before you lose money.
- Shopify stores
- Etsy shops
- Amazon sellers
- Independent retail
Example seller types only. There are no integrations or automatic syncing — you enter your own figures.
Worked example: a £59 product
Example values- Customer pays
- £59.00
- Gross profit (price − unit cost)
- £35.00
- Fees, delivery, packaging, returns
- − £12.15
- Contribution before ads
- £22.85
- Advertising per order
- − £9.00
- Contribution after marketing
- £13.85
23.5% margin — not the 59.3% that gross profit suggests.
Gross profit isn't what you keep
Gross profit is usually selling price minus the cost of the product. It ignores the fees, postage and packaging that come with every order.
Contribution after marketing subtracts every per-order cost — including what you spent on ads to win that order. It's the money each sale actually contributes towards your overheads and your own pay.
- Contribution per order before and after ads
- Break-even ad cost per order and break-even ROAS
- VAT-registered and non-registered modes
- Reverse-solve the list price for a target margin
- Wholesale chain using margin, not markup
- Save and compare scenarios on your device, export CSV
- No store integrations or automatic syncing yet
- No accounts and no payments
Guides with the maths shown
All guides- Pricing basics
Profit margin vs markup
Why a 20% markup on a £15 item is only a 16.7% margin — and how to price for the margin you want.
- Marketplaces
Working out profit per Etsy sale
A worked per-sale breakdown: packaging, marketplace fees, adverts and returns — using hypothetical fees.
- Advertising
Break-even advertising for Amazon sellers
Break-even CPA and ROAS explained with a £59 product, VAT, and a table of ad spend outcomes.
- Wholesale
Wholesale pricing with margins and VAT
Sell-in to shelf price: distributor and retailer margins, ex-VAT and inc-VAT, and the classic markup mix-up.
Indicative trading calculations, not VAT or accounting advice. Check VAT treatment and figures with a qualified accountant before making pricing decisions.