Find the selling price that delivers the margin you want, with Simples Nacional or MEI tax, marketplace commission and fees, card and shipping. Compare channels, test a price and price many SKUs at once.
Markup and margin measure the same profit in different ways. Markup compares profit with cost: an item costing R$ 100 sold for R$ 125 has a 25% markup (a 1.25x multiplier). Margin compares profit with price: the same R$ 25 is 20% of R$ 125. The relation is margin = markup / (1 + markup), so a 50% markup equals a 33.33% margin, and a 100% markup equals a 50% margin. The classic mistake is using the target margin as if it were markup: adding 30% to a R$ 100 cost gives R$ 130, but that is a 23% margin, not 30%. The right price for a target margin is price = cost / (1 - margin), and with taxes and fees that are a percentage of the price, price = cost / (1 - taxes - commission - card - margin). Fixed per-unit costs, like the marketplace's per-item fee and shipping paid by the seller, go in the numerator. Under Simples Nacional the rate that counts is the effective one, computed as (12-month revenue x nominal rate - deduction) / 12-month revenue, not the bracket's nominal rate: with R$ 300,000 in 12-month revenue on Annex I, it is 5.32%, not 7.3%. A MEI pays a fixed monthly DAS, so there is no percentage on each sale. For Lucro Presumido the tool uses a percentage you enter. Marketplace fees change often and vary by category: only Amazon Brasil's commission table was checked on its official page; Mercado Livre, Shopee and Magalu come in as editable reference values, flagged for confirmation. When the commission changes by price bracket, as on Shopee, the tool tests each bracket and returns the lowest price that meets the margin within the correct bracket.
Paste the code into your HTML and the tool shows up on your page, without J-Kit's navigation and ads. It still runs in the browser of whoever visits your site.
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src="https://jkit.tools/embed/en-US/markup-margin-calculator"
width="100%"
height="600"
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loading="lazy"
title="Markup, Margin and Selling Price Calculator"
></iframe>These references help contextualize formulas, standards, APIs and limitations used on this page. They do not replace professional validation when a result has legal, financial, medical or operational impact.
Markup is profit divided by cost; margin is profit divided by selling price. With a R$ 100 cost and a R$ 125 price, profit is R$ 25: a 25% markup and a 20% margin. The conversion is margin = markup / (1 + markup). A 50% markup is a 33.33% margin, and a 50% margin needs a 100% markup.
Unit cost: R$57.00
Simples effective rate: 5.32% of the price (bracket 2, nominal 7.3%).
This price is right at the 20% margin limit; you can only discount up to 21.12% before profit reaches zero.
A 33.91% markup on cost is the same profit as a 20% margin on price.
| Item | R$ | % |
|---|---|---|
| Cost of goods | R$57.00 | 74.68% |
| Seller-paid shipping | R$0.00 | 0% |
| Tax | R$4.06 | 5.32% |
| Channel commission | R$0.00 | 0% |
| Fixed fee per item | R$0.00 | 0% |
| Card | R$0.00 | 0% |
| Ads and other | R$0.00 | 0% |
| Profit | R$15.27 | 20% |
| Channel | Price | Markup | Margin | Profit | Break-even |
|---|---|---|---|---|---|
| R$76.33 | 1.34x | 20% | R$15.27 | R$60.21 | |
| R$93.94 | 1.65x | 20% | R$18.79 | R$70.65 | |
| R$100.57 | 1.76x | 20% | R$20.12 | R$74.34 | |
| R$126.90 | 2.23x | 20% | R$25.38 | R$90.49 | |
| R$98.87 | 1.73x | 20.01% | R$19.78 | R$74.05 | |
| R$97.14 | 1.70x | 20% | R$19.43 | R$72.45 |
Marketplace fees change without notice. Values checked or used as reference on 10/2026; those flagged as unverified are starting points: confirm them in the seller center.
Markup is profit over cost; margin is profit over price. Margin = markup / (1 + markup).
| Markup | Multiplier | Margin |
|---|---|---|
| 10% | 1.10x | 9.09% |
| 25% | 1.25x | 20% |
| 50% | 1.50x | 33.33% |
| 100% | 2.00x | 50% |
| 150% | 2.50x | 60% |
| 200% | 3.00x | 66.67% |
| 300% | 4.00x | 75% |