When you create a product you reach a screen called "Set up prices". It is the screen that decides what your customer pays and what you keep. This article explains every figure on it, so you can price with confidence.

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Each size in your product gets one row, with four money columns:

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Shipping is not subtracted from the estimated profit. The profit figure is your retail price minus the product cost only.

So if you want the shipping to come out of your margin rather than out of your customer's pocket, you have to subtract it yourself. Look at the shipping column, decide whether your customer pays it at checkout or you absorb it, and set your retail price accordingly. When a customer places an order, they pay the total amount at checkout, which includes the shipping cost you have set. After the order is placed, you are responsible for paying Printumo for production and shipping via the payment link available in your dashboard.

Click any figure in the shipping column to open "Shipping prices for" that size. It lists the cost for every destination we ship to, so you can see the spread before you commit to a price.

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Every cost on this screen is shown without VAT. Your estimated profit is calculated on those VAT-free costs.

VAT is added later, when Printumo bills you for a real order. It is applied to the product cost and to the shipping cost. The rate depends on your country and on whether you have given us a valid VAT number.

If you sell to consumers, remember that your own retail price normally has to include the VAT you owe in your customer's country. That is separate from what Printumo charges you. In a Printumo Shop you choose whether your prices include tax: see Charging tax to your customers.

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Above the table there is a bar labelled "Adjust profit for your retail prices:". Choose a value in "Set profit to" and click "Update" to reprice every size at once.

This bar covers the product you are looking at, and nothing else. "Every size at once" means every size and frame inside that one product. It does not reach your other products.

The four presets are 50%, 100%, 150% and 200%. A markup of 100% means your retail price is double the product cost, which is the value Printumo falls back to if it has nothing else to go on.

In practice Printumo tries to match you rather than use the default. It looks first at the markup on this product, then at your most recent product of the same print type, then at the average markup across your last five priced items. Only if none of those exist does it apply 100%.

Retail prices are always rounded up to a whole unit of your currency.

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Not from your own screens. There is no button that applies a markup across every product you have, and there are no reusable price templates you can attach to several products. Pricing is done one product at a time.

This is deliberate in one respect. When our production costs change, we update those costs and leave your retail prices alone, so your own prices never move without your say-so. It does mean a catalogue-wide change is a long job if you do it by hand.

If you want every product moved to the same profit percentage, write to us instead of working through them one by one. Tell us the email address on your account, which store it concerns, and the profit percentage you want. We can apply it for you in one pass.

Two things are worth knowing before you ask. Typing a price by hand into a single size detaches that product from its percentage, so the product keeps the price you typed until you set a percentage again. And a percentage applied across the whole catalogue will not preserve any hand-tuned differences between sizes, so tell us if you have some you want kept.

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Above the table you will find "Calculate costs for country:". It defaults to the country on your own account.

Changing it changes the figures you see, because your order is produced at the facility closest to your customer, and different production partners have different costs and different shipping rates. Print cost is set by the partner who makes the item, not by the country you are selling into. Additionally, shipping costs can also vary based on the product type and the package size or weight, which influence the overall shipping fees.

This is worth doing before you launch, because the difference between two markets can be large. The same canvas can cost well under half as much to make in the market you live in as it does on the other side of the world. Your retail price stays the same wherever the customer is, so the country you priced against decides the margin you actually get.

Use this selector to check your margin in the markets you actually sell to, not just the default one.

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Read down the shipping column and you may find one frame costs more to post than another, even though the size is the same and the product cost is identical.

That difference comes from where the item is made. A frame or a mount that the local facility does not offer is produced at the facility that does, and the parcel is then posted from there. For a customer in the United Kingdom, unframed prints and our black, white and oak nature wood frames are made in London. Mounted prints, dark oak and the coloured frames are made in Copenhagen and carry the higher rate for crossing the border.

See "Where is my order printed and shipped from?" for the full rule. If you would rather keep postage even across a product, offer only the frames that are made locally in your main market.

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Costs are shown in euros unless you change them. Use "Select currency you'd like to sell in:" to switch. Fifteen currencies are available, including USD, GBP, AUD, DKK, SEK, NOK, CHF and PLN.

What happens to that price when the product reaches your store depends on the platform:

So if you sell through Wix, set your prices in the same currency your Wix store uses. If you do not, your shop will show the right number with the wrong currency symbol.

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Most sellers pay the standard Printumo price list. Some have a custom price set agreed with us.

To check which applies to you, click your profile icon in the top-right corner, click "Profile", and look at the "Your prices" card. A "Custom price set" badge means you are on your own list. Without the badge, you are on the standard list.

Artwork taken from the Art Library costs more than your own uploads, because a licence fee is included in the print cost.

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Not on the print itself. The product cost is the same whether you order one copy or fifty. There is no quantity discount on printing.

Shipping is different. When several items in one order ship together, the first item pays the full shipping rate and each further item pays a reduced additional-item rate. Items are grouped by the shipping profile they belong to, so items made at different facilities are rated separately.

Unframed rolled paper prints are the best case. Several of them travel in one tube, and on those sizes the extra prints often add nothing to the shipping cost at all.

Note that the shipping column on the pricing screen always shows the rate for a single item. It does not preview the additional-item discount, so a multi-item order will usually cost less to ship than the pricing screen suggests.

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If you want to sanity-check your margins before you launch, send us the sizes you plan to sell and the countries you plan to sell to. We will tell you what the real costs look like across those markets.