What Is Retail Price? Definition, Formula & Examples [2026]

Retail price is the final amount a customer pays for your product — after factoring in your costs, overheads, marketplace fees, and profit margin. Whether you sell on Shopee, Lazada, Amazon, eBay, or TikTok Shop, getting this number right determines whether you actually make money on each sale. Below you’ll find the exact pricing formula, worked examples with real 2026 marketplace fee rates, and a side-by-side comparison table so you can set retail prices that protect your margins across every channel.