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

Retail price is the final price a customer pays for a product — calculated by adding the seller’s product cost, operating overheads, marketplace fees, and target profit margin, inclusive of GST or VAT where applicable. For ecommerce sellers 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, eight pricing strategies used by ecommerce sellers, the six most common retail pricing mistakes, and a side-by-side comparison table so you can set retail prices that protect your margins across every channel.