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Marketplace Price Parity Calculator

Calculate the marketplace price needed to match direct-store profit after fees, COGS, shipping and ad cost.

Find the marketplace price needed to match the net profit from a direct store price or another channel.

Compare direct and marketplace pricing

Direct store price ($) Current marketplace price ($) Product cost / COGS ($) Shipping / fulfillment ($)

Advanced assumptions

Direct payment fee (%) Direct fixed fee ($) Marketplace fee (%) Marketplace fixed fee ($) Ad cost per order ($)

Marketplace parity price

$0.00

Profit by channel

For beginners: how to read this result

Same COGS, different feesThe required marketplace price rises when the marketplace fee is higher than direct payment fees.

Direct profit is the benchmarkParity means matching profit, not matching the visible price.

Ad cost can differ by channelIf the marketplace generates organic sales, lower the ad cost field for that scenario.

Check each sales channel policy before changing prices. This calculator only estimates economics.

Price parity is not just matching the sticker price. Different channels have different fees, fixed costs and ad economics. This calculator solves the marketplace price required to match direct-store net profit.

Use it when

You sell the same product through your own checkout and a third-party channel, or when you need to decide whether channel-specific pricing is justified.

Not included

The tool does not model lifetime value, repeat buyers, email list value or channel policy requirements.