Home » Bookkeeping articles » Markup Learn How to Calculate Markup & Markup Percentage

# Markup Learn How to Calculate Markup & Markup Percentage

August 10, 2023
Bill Kimball

Markup percentage is most useful when applied to products with discrete marginal costs because the calculations are fixed and determinable. (It can apply to services, too.) The more a business’s cost structure depends on direct allocation and high marginal costs, the more markup percentage reveals. Margin is the percentage of the final sales price that was profit.

In addition, the company tasked John with installing software into each of the computers. They are not the same thing, and confusing them can lead to costly mistakes. The number is multiplied by 100 in order to present markup as a percentage.

” while the gross profit margin addresses the question, “What fraction of the price is gross profit? ” If you know either the markup percentage or the gross margin, you can also calculate the other measure. Businesses whose products have a high markup percentage, however, can afford to keep more inventory on hand and concentrate more on maximizing overall sales than on worrying about selling out. For example, sellers of perfume, a product category with famously high markup percentages, need to make sure the scent a customer wants is in stock if they hope to make a sale. Perfume that sells for \$50 a bottle might cost the seller only \$5, but missing a sale because a customer’s preferred fragrance isn’t in stock would be more costly than stocking an extra unit that goes unsold.

## What Is the Average Markup Percentage?

You can also use our calculator tool above and enter 20% in the Markup box, then add your cost of goods sold in the Cost box. To use the calculator, enter the cost of the item you are selling as well as the markup to find the revenue (sales price) and profit. Use this markup calculator to calculate your sale price and how much revenue and profit you will earn with different markup percentages. Markup percentage is calculated by dividing an item’s gross profit by its cost, where the gross profit is the item’s price (or revenue) minus the cost to produce the item or purchase it for resale.

• Markup percentage can reveal a lot about the unit economics of a business — that is, the financial numbers pertaining to each individual sale and how they contribute to or constrain the rest of the business.
• They are not the same thing, and confusing them can lead to costly mistakes.
• While that’s sometimes true, it is often a shortsighted strategy that invites competition (setting up a business to be the “bad guy” in its new competitors’ narratives) and can damage a brand’s reputation.
• Markup is the percentage difference between the sales price and the cost of goods sold.

Therefore, there is no “normal” markup percentage that applies to all products, although there may be an average for a particular industry. Learn more about industry analysis in CFI’s Financial Analyst Training Program. Markup refers to the difference between the selling price of a good or service and its cost.

Markup percentage and gross profit margin (or gross margin) are related concepts that measure the same thing in different ways. While markup percentage expresses gross profit (revenue minus cost) as a percentage of the cost, gross profit margin expresses gross profit as a percentage of the price. In other words, the markup percentage answers the question, “How much higher is the price than the cost, percentage-wise?

## Why Is Markup Percentage Important?

In other words, it is the premium over the total cost of the good or service that provides the seller with a profit. In the example above, the sales price of \$15 is 50% more than the cost of goods sold of \$10, hence the markup is 50%. A markup percentage is a way of describing the difference between an item’s price and its cost to the seller, expressed as a percentage of the cost, including direct labor and overhead. Therefore, for John to achieve the desired markup percentage of 20%, John would need to charge the company \$21,000. With NetSuite, you go live in a predictable timeframe — smart, stepped implementations begin with sales and span the entire customer lifecycle, so there’s continuity from sales to services to support. Let’s “talk” through how to calculate the perfume’s markup percentage.

Markup percentage can reveal a lot about the unit economics of a business — that is, the financial numbers pertaining to each individual sale and how they contribute to or constrain the rest of the business. For example, establishing a good pricing strategy is one of the most important tools a profitable business can have. The markup of a good or service must be enough to offset all business expenses and generate a profit. If you want a specialized tool for calculating margin, see our margin calculator. John is the owner of a company that specializes in the manufacturing of office computers and printers. He recently received a large order from a company for 30 computers and 5 printers.

## How to Calculate Cost Price from Selling Price and Markup

These businesses typically need to be on top of consumer demand and market share. You can also calculate the cost price from the selling price and margin using our markup calculator tool by entering the selling price in the Revenue box and the margin percentage in the Margin box. A good markup percentage is one that results in prices customers are happy to pay, plus enough gross profit to keep a business going and growing. Some say a good markup percentage is the highest one you can get away with charging.

Markup percentages are also useful for comparing the pricing power of different brands. Markup percentage is a simple metric to calculate, yet when used in conjunction with other metrics, it can reveal a lot about the unit economics of a business or product where cost-plus pricing makes sense. Markup percentage is a metric worth calculating and tracking, as management can use the information to make strategic decisions to control the health of the business. A big markup percentage might indicate that a business is very profitable — but not if its sales are low. A high markup percentage could also account for costs incurred from factors beyond the item itself, such as advertising and sales costs.

In our example, the seller makes a profit of \$5, which is 33.33% of the final sales price of \$15. A 25% markup means that the price of an item to be sold to a customer is 25% higher than the cost to the seller. An item priced at \$30 with a 25% markup means the cost to the seller was \$24.

• In other words, it is the premium over the total cost of the good or service that provides the seller with a profit.
• With NetSuite, you go live in a predictable timeframe — smart, stepped implementations begin with sales and span the entire customer lifecycle, so there’s continuity from sales to services to support.
• Markup percentage is most useful when applied to products with discrete marginal costs because the calculations are fixed and determinable.
• In the example above, the sales price of \$15 is 50% more than the cost of goods sold of \$10, hence the markup is 50%.
• The difference between how much a customer pays for an item and how much it cost the seller to make or acquire is revealed in the markup percentage.

Every smart business owner knows they have to price their products above what it cost to acquire them to realize a profit. The difference between how much a customer pays for an item and how much it cost the seller to make or acquire is revealed in the markup percentage. There’s no one-size-fits-all markup percentage — many factors are involved in its determination, including the type of industry, how much competitors are charging and what is being sold.

## How do you calculate markup percentage on a per-unit basis?

Understanding the best way to apply a markup is an important step toward improving a business’s profitability. By switching the Advanced Mode toggle on, you can also see your gross profit margin. Businesses with a lot of competition and/or products for which there are many good substitutes are more likely to have smaller markups, as the competition can drive down prices.

If you know the cost and sales price and want to find the markup, just enter the two values in the Cost and Revenue boxes and the calculator will update to show you your markup percentage and gross profit. In pure dollar terms, markup is the same as gross profit, but when as expressed as a percentage markup and profit are not the same thing. For example, if your cost of goods sold is \$10 and your sales price is \$12, your markup and gross profit are both \$2 when expressed in dollars. However, when expressed as a percentage the markup Is 20%, whereas the gross profit margin is 16.67%. It uses the same burger information as above — the price and cost — and calculates the gross profit, markup percentage and gross margin.

While that’s sometimes true, it is often a shortsighted strategy that invites competition (setting up a business to be the “bad guy” in its new competitors’ narratives) and can damage a brand’s reputation. Markup is the percentage difference between the sales price and the cost of goods sold. For example, if you buy a product for \$10 and sell it for \$15, the markup is 50% because if you increase \$10 by 50% you get \$15 (\$10 + \$5). Markup is the percentage difference between the sales price and the cost of goods sold, whereas margin is the percentage of the final sales price that was profit. Cost price, or the cost of goods sold (COGS) can be easily calculated if you know the selling price and markup percentage.

Markup percentage is calculated by dividing the gross profit of a unit (its sales price minus its cost to make or purchase for resale) by the cost of that unit. If an item is priced at \$12 but costs the company \$8 to make, the markup percentage is 50%, calculated as (12 – 8) / 8. Every SKU sold has its own markup percentage, and those markup percentages change with costs and prices. Keeping track of that in real time can be difficult, and making use of the information requires tracking other metrics. While calculating a markup percentage is straightforward, it’s a lot more difficult to track this data point alongside all the other information needed, on demand and in one place. NetSuite Pricing Management provides a single platform where businesses can manage multiple pricing strategies across channels, while also preserving a profit margin.