Enter any two of cost, price, margin or markup to get the other two and the gross profit
Estimates only, not financial advice. What you type stays on your device. Updated on 25 Oct 2026.Enter any two of cost, selling price, margin and markup to get the other two. Margin is profit divided by the selling price; markup is profit divided by the cost. A $40 item sold for $60 earns $20, a 33.33% margin and a 50% markup, and 100 units bring $6,000 of revenue.
Type into any two of "Cost per unit", "Selling price", "Margin" and "Markup"; the other two are worked out.
Set "Units sold" to see the revenue and the total gross profit.
Pick the Currency for the symbol, or press "Keystone (double the cost)" for a 100% markup.
Read Profit per unit, "Margin (of price)" and "Markup (on cost)", then press Share result.
Margin and markup describe the same profit from two sides, and mixing them up is one of the commonest pricing mistakes in a small business. Both start from gross profit, the selling price less the cost of the item. Margin divides that profit by the selling price; markup divides it by the cost. A $40 item sold for $60 makes $20, which is a 50% markup but only a 33.33% margin.
Type into any two boxes. The calculator treats the two boxes you typed into last as known and works out the other two, so you can start from a cost and a target margin, a cost and a markup, a price and a margin, or a cost and a price. Margin and markup together are not enough, because they say the same thing in two ways and fix no price.
The conversions. Markup = margin / (1 − margin), and margin = markup / (1 + markup), with both as fractions. A 25% margin is a 33.33% markup; keystone pricing, a 100% markup, is a 50% margin. A price for a target margin is cost / (1 − margin), so a 30% margin on $40 needs $57.14, not the $52 that adding 30% to the cost gives.
Limits. Margin can never reach 100% while an item costs anything, because the price would have to be infinite, and the page refuses it. A price below the cost shows as a loss in red, with a negative margin and markup.
Units and revenue. Enter how many units you sell to see revenue (price × units), the total cost of those units and the total gross profit.
Gross profit here is before overheads such as rent, wages, shipping, platform fees and tax. For marketplace fees and GST use the E-commerce Profit Calculator, and to find how many units cover your fixed costs use the Break-Even Calculator. The currency choice changes only the symbol shown; no exchange rate is applied.
Both use the same profit, the selling price minus the cost. Margin divides the profit by the selling price, while markup divides it by the cost. An item bought for $40 and sold for $60 has a $20 profit, which is a 50% markup but a 33.33% margin. Markup is always the larger figure when there is a profit.
Divide the cost by one minus the margin written as a decimal. For a 30% margin on a $40 cost, the price is 40 / 0.70 = $57.14. Adding 30% to the cost gives $52, which is only a 23.08% margin. The calculator does this when you type the cost and the margin.
Keystone pricing means doubling the wholesale cost, a 100% markup. The profit then equals the cost, so it is half the selling price: a 50% margin. A product bought at $12.50 and sold at $25 is keystone. Triple keystone, a 200% markup, gives a 66.67% margin.
A margin of exactly 100% is possible only when the item cost nothing, since the whole price would then be profit. With any cost above zero the margin can come close to 100% but never reach it, and the calculator refuses a 100% margin together with a cost. Markup has no such ceiling: 300% or 1,000% markups are possible.
Divide the markup by one plus the markup, both as decimals. A 50% markup is 0.5 / 1.5 = 33.33% margin. To go the other way, divide the margin by one minus the margin: a 25% margin is 0.25 / 0.75 = 33.33% markup. Typing either one with a cost or a price shows the other.
No. Gross profit is only the selling price less the direct cost of the item, multiplied by the units sold. Rent, wages, shipping, card and marketplace fees, advertising and income tax all come out later. For marketplace fees and GST the E-commerce Profit Calculator counts them, and the Break-Even Calculator covers fixed costs.
Formula only: no rates or limits are read from an official source.
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