Stop selling products that look profitable but aren't
Munavo works out your true per-product profit on eBay, Shopify and direct orders — fees, VAT and shipping handled the right way, on verified UK rate cards.
No sign-up needed for a calculation.
Price minus cost is not your profit
Marketplace fees change by category, seller type and buyer location — and most sellers guess them.
VAT cuts both ways: output VAT on what you charge, reclaimable input VAT on what you buy. Mixing them up flatters every margin.
Postage, packaging, labour and returns quietly eat the rest. If you price without them, the marketplace gets paid and you don't.
A real example, computed by the real engine
A car part sold on eBay UK for £44.99 with free postage. Bought for £18.50, posted for £3.95. Nothing below is made up — it's the same calculation engine you get in the app.
£22.54
Price − cost − postage. The number in most sellers' heads.
£13.50
True profit after £4.83 eBay fees, VAT handled properly and packaging — a 36.0% margin.
Where the £37.49 ex-VAT revenue goes
VAT (£7.50 on this sale) is cashflow, not cost — the engine keeps it out of profit.
- Product cost
- £15.42
- Postage & packaging
- £3.74
- eBay fees
- £4.83
- Your profit
- £13.50
- Break-even price
- £26.62
- Price for a 15% margin
- £32.07
- VAT set aside on this sale
- £7.50
How it works
See the full walkthrough →
1. Enter the deal
Selling price, product cost, postage — plus your platform and category.
2. See every cost
Fees, postage and costs itemised. Real profit, real margin, break-even and target price.
3. Decide with confidence
A health score tells you whether to sell it, reprice it, or walk away.
Built for UK marketplace sellers
Verified rate cards, with receipts
eBay and Shopify fees by category, seller type and plan — checked by hand against the platforms' published fee pages. Every card records when it was verified and when it's due for review, and you can read the whole thing yourself.
Browse the Rate Centre →VAT done properly
Registered or not, domestic or export, inc-VAT or ex-VAT entry — the engine keeps the bases straight.
Target & break-even price
The price that hits your margin, and the price below which you lose money.
Product health score
Margin, profit per order and ROI rolled into one honest verdict — free for everyone.
Save & compare (Pro)
Save calculations, sync them, import your eBay listings and see the whole catalogue's health.
Why Munavo exists
Munavo was built by a UK marketplace seller — an online car-parts retailer who kept finding "profitable" products that lost money once eBay fees, VAT and postage were counted properly. The spreadsheet that fixed it became this calculator.
Every rate in Munavo is one we rely on ourselves, and every rate card shows when it was last verified.
More about Munavo →
Questions
Deeper answers live in the seller guides — eBay fees, Shopify fees, VAT, margin vs markup and pricing.
- Is the calculator free?
- Yes — unlimited manual calculations, no account needed. Pro adds saving, syncing, imports and comparisons.
- Where do the fee rates come from?
- From the platforms' published fee pages, checked by hand. Each rate card records the date it was verified and when it's due for review.
- Does it handle VAT if I'm not registered?
- Yes. Non-registered sellers charge no output VAT, reclaim nothing, and pay VAT on platform fees as a real cost — the engine models exactly that.
- Which platforms are covered?
- eBay (UK, US, DE), Shopify, and direct orders by payment method.
Free to calculate. Pro to manage.
Every calculation is fully accurate on the free plan — Pro adds the catalogue workflow.