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In the US it is an old rule of thumb that retailers typically take the cost of the goods sold to them and markup 100%. ie: they sell something that costs them $10 from the manufacturer, for $20. That sounds like a lot, but it really is not, once you figure in a typical store's expenses, for rent, labor, utilities, bank charges for each sale, and advertising and etc. Anyway, as competition as become ever more fierce, I'd say the typical markup is less these days. It all depends on the business you are in, and your competitors' prices, but speaking from about 5 years experience on the Internet - You should markup from whatever the cost to you is to buy and ship the product so that you are showing at least a 42% gross profit on each sale including shipping (emphasis on gross profit). If a product costs you $25 to buy it, and $8 to ship it ($33) you should charge 1.58 times that or $52.99 ($44 for the product, $8.99 to ship) (round up to higher price) which yields you a 42% gross profit on the total sale price (product and shipping) of $19.99.
If after you subtract all your other expenses (labor, advertising, license fees, telephone costs, bank charges for each cc charge, loss taken on returns) from that gross profit of $19.99 you might be lucky to show a 10% - 15% final, net profit -- which in my definition, is the money you can put in your pocket after each sale and all expenses are figured.
........ yes you do, so perhaps I should have ended with (before whatever taxes you owe on your profit and pay to whatever country you live in) ? Otherwise I do not get the comment. It's pretty much understood in the business/accounting world........ ?