The core difference is simple: markup is the amount you add to your cost to set a selling price, while margin is the profit you keep as a percentage of the final selling price.

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.