/ Ecommerce
How do I price my products?
Cover cost, fees, shipping and returns first, then price on value against competitors. Don't compete on price alone.
/ 01
The short version
Small retailers routinely underprice because they forget the invisible costs.
/ 02
What actually matters
- • Cost of goods, plus packaging, plus payment fees, plus expected return rate.
- • Check three direct competitors before setting the number.
- • Charm pricing (£19.99) still works in retail.
- • Offer a good/better/best range where possible.
- • Review pricing at least twice a year against supplier costs.
/ 03
The bit most people get wrong
Being the cheapest attracts the least loyal customers. Being the clearest about value attracts the best ones.
/ 04
What to do next
Recalculate the true landed cost of your top three products including fees and returns.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get pricing right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
Should I discount?
Sparingly. Constant sales train customers to wait.
What margin is healthy?
50%+ gross for most small retail.
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