Vertical-Specific Pricing
Pricing guidance for categories with their own quirks, apparel returns and tariffs, skincare margins, and more categories as they're added.
What's a Good Profit Margin for a Supplement Brand?
DTC supplement brands typically run 60-80% gross margins. What a healthy margin looks like, how to price new SKUs, and how to set subscribe-and-save.
How to Price Clothing: Keystone, Returns, Tariffs
A 55% gross margin can still mean 7% profit in apparel. Keystone markup benchmarks, return costs and tariffs: what's really eating your clothing margin.
Skincare Pricing on Shopify: Charging Enough?
Most DTC skincare brands underprice. Learn what healthy margins look like, how to structure pricing tiers, and how to price SKUs with real demand data.
Category benchmarks to start from
The same price move plays out very differently by category. Apparel carries high gross margins but loses a big share of them to returns, since fit problems send back 20-40% of online orders. Beauty and supplements return far less, but they depend on repeat purchases, so a price that's too high costs you the reorder, not just the first sale. Electronics shoppers compare prices across stores and discount deeply at peak season, leaving thin margins. Before pricing in any of these categories, look at three numbers together: the typical margin, the typical return rate, and how price-sensitive buyers in that category are. The research below gives a sourced baseline for each, and the guides above show how to apply them to your own store.