Digital Product Pricing Calculator
Get a price for your template, printable, course or tool from three things you know: what competitors charge, what it cost you to build, and the sales you expect. You see the reasoning, the net after platform fees and the sales your goal needs.
Your product
What competitors charge
Search your main keyword where you will sell, open 10 to 20 comparable products and note three prices.
Your costs and goal
Be conservative for a first product.
Recommended price
$7.69 to you per sale on Etsy · $1.30 in fees
- Market anchor
- $9.00
- Floor (earn back $200)
- $2.95
- Sales for $500 / month
- 66
- Price for the goal at 15 sales
- $37.33
Why this price
- Consumers compare on price, so the starting point is the typical competitor price.
- The market price already earns back your build time within the recovery period, so the market sets the price.
- Your revenue goal at this sales estimate would need a price above the market. Grow sales instead: at the recommended price you need 66 sales a month.
- Templates sell on the time they save. Show the finished result in the first image and price against the hours it replaces.
Price it, then sell it
The Digital Products program, included in All Access, covers choosing products with demand, building them, pricing tiers and bundles, and getting traffic. All four programs, weekly coaching and the community for $99/month.
Get All AccessOr start free: read how to price a digital product, and compare platforms in the Digital Product Fee Calculator.
How the price is worked out
Market anchor = typical price (individuals)
= (typical + highest) / 2 (businesses)
Floor = price that nets build hours x rate
/ (expected sales x months), after fees
Recommended = max(anchor, floor), finished as $X.99
for individuals or whole dollars for businesses
Sales for goal = goal / net per salePlatform fees match the free Digital Product Fee Calculator (Etsy without Offsite Ads, a direct Gumroad sale, a domestic Stripe card, Lemon Squeezy), checked October 2026. The market band is your own research, so the result is only as current as your search.
Not included: Offsite Ads or marketplace ad fees, refunds, tax, and how price changes your conversion rate. A price is a hypothesis: launch at the recommendation, then test one step up once it sells.
FAQ
How does the calculator pick a price?
It takes the larger of two numbers. The market anchor is the typical competitor price for consumer products, or halfway between typical and top for business buyers. The floor is the price that earns back your build time within your recovery period at your sales estimate, after platform fees. It then finishes the price: $11.99 style for consumers, whole dollars for businesses.
Where do the competitor prices come from?
From you. Search your product's main keyword on the platform you will sell on, open 10 to 20 comparable listings, and note the cheapest, the typical and the most expensive. The calculator does not invent market prices because they change by niche and month; your own search is current and specific.
Why is the business price higher?
Business buyers usually expense the purchase and judge it on the time or money it saves, not against a coffee. A template that saves a freelancer three hours is cheap at the upper end of its market. That is a rule of thumb, so test it: if business listings convert poorly, move toward the median.
What if the floor is above every competitor?
Then the product costs more to make than the market will pay at your sales estimate. Your options are to build it faster, bundle more value into it so it stops competing with the cheap end, or plan for more sales through a channel you control, like an email list. Pricing above the whole market without an audience rarely sells.
Should I start low and raise the price later?
Starting at the market anchor is usually better than starting low. Cheap launch prices attract bargain buyers, train your audience to wait for discounts, and make the later rise feel like a loss. If you want a launch incentive, use a time-limited discount code instead of a low list price.
Does it include tax?
No. Etsy, Gumroad and Lemon Squeezy collect sales tax and VAT in most places; with Stripe on your own site you handle it. The net per sale is after platform fees only, before income tax.