Markup and Margin Calculator
Compute sale price from cost + markup or margin (and vice versa). Also explains the difference between markup and margin — a common retail confusion. Everything in your browser.
Preencha o custo + um dos três (markup, margem ou preço de venda). Os demais são calculados.
Preço de venda
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Lucro
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Markup
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Margem
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Markup ≠ Margem
Markup é o percentual sobre o custo: (Preço − Custo) / Custo. Para um produto que custa R$ 100 e é vendido por R$ 150, o markup é 50%.
Margem é o percentual sobre o preço de venda: (Preço − Custo) / Preço. No mesmo exemplo, a margem é 33,33% (50 sobre 150).
A confusão entre os dois é a causa mais comum de prejuízo no varejo. Aplicar "30% de margem" e "30% de markup" gera preços diferentes — sempre confirme qual é qual antes de precificar.
Tudo no navegador.
Markup vs profit margin
Markup and margin are two distinct concepts that share the same numerator but use different denominators. Markup is computed over cost: markup = (price − cost) / cost · 100%. Profit margin is computed over selling price: margin = (price − cost) / price · 100%. Example: with cost R$ 100 and price R$ 150, the markup is 50% while the margin is 33.3%. Conversions: margin = markup / (1 + markup) and markup = margin / (1 − margin). In Brazilian retail, prices are commonly set with a markup multiplier: fashion retail typically uses ×2.5, while groceries operate on ×1.3–1.5. Also distinguish gross margin (price minus product cost) from net margin (after taxes, operating expenses and overhead).
Applications and context
Markup and margin drive retail pricing, e-commerce setups (Shopify, Bling, Tiny), break-even analysis, promotion decisions (a 20% discount on a 33% margin destroys most of the profit), and supplier comparisons. Mixing up the two is the most common source of unprofitable pricing in small retail — applying "30% margin" and "30% markup" produces different prices.
FAQ
Why is markup always greater than margin? Because the markup denominator (cost) is smaller than the margin denominator (price). A 100% markup equals a 50% margin.
What's a "healthy" margin? It depends on the sector: supermarkets work on 2–5%, fashion retail on 50–60%, SaaS on 70–90%. Always compare with the segment benchmark.
Should I include taxes in markup? Yes — taxes on sales (ICMS, PIS, COFINS, Simples) reduce net revenue and must be embedded in the markup, or the margin will be lower than calculated.
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Markup or margin? Price it right
Setting a selling price seems trivial, but markup and margin confuse plenty of people in retail. Treating the two as synonyms leads to mispricing and lost money. This calculator handles both and clearly shows where one differs from the other.
Calculate the selling price from cost plus markup, or from a desired margin, and do the reverse too. The tool makes it explicit that markup is how much you add on top of cost, whereas margin is the slice of the final price left as profit. That distinction completely changes the math.
The calculation runs in the browser and keeps none of your numbers anywhere. It works as a practical reference for merchants, freelancers and anyone who needs to price products or services with confidence.