Retail price is the final amount a customer pays for your product — covering your costs, overheads, platform fees, and profit margin. Below you’ll find the exact pricing formula, worked examples with real marketplace fee rates, and a comparison table for Shopee, Lazada, Amazon, eBay, and TikTok Shop sellers.

If you sell the same product on Shopee, Lazada, and your own Shopify store, you are already doing price segmentation — whether you realise it or not. Every marketplace has different commission rates, different buyer demographics, and different competitive landscapes. Setting a single price across all of them leaves money on the table.