How do you price a product so the store survives?

Backwards from what it must cover, never forwards from what it cost. Start with the cost of goods, add shipping, payment fees, expected returns and the acquisition cost, and only then decide the margin.

The reasoning

Most underpricing comes from forgetting two of those five. Compare the answer against the market at the end rather than the beginning — if it lands far above, the problem is usually the supplier, not the price.

What most people get wrong

Most of the money in ecommerce is made in unglamorous categories bought regularly, not in the ones that photograph well.

Selling online is not passive income. It is a business with stock, customers and a support inbox, and anybody describing it as passive is selling a course.

The number that decides whether a store works is not revenue, it is what is left after the cost of the goods and the cost of getting the customer. Plenty of stores with impressive revenue make nothing.

How an app changes it

This is where an app earns its place — it exists to make the second and third purchase easier, which is where the profit is.