If you have a print on demand store, your pricing strategy is something you can’t ignore.
To pick the right number, you must factor in product costs, shipping, pricing tactics, and more.
But don’t worry! This guide will walk you through how to calculate the right price for your print on demand products.
So, if you’ve been wondering how to price your products to maximize profit, this guide is for you.
Let’s start!
Why is it important to have a pricing strategy?
When adding new products to your print on demand store, you might ask:
“How should I price my products?”
That’s exactly what a pricing strategy is all about!
A pricing strategy helps you calculate the best selling price by balancing costs and value.
Here are some key aspects to consider:
- Product costs. This is your Cost of Goods Sold (COGS), the base of your pricing.
- Audience. Who are your customers?
- Perceived value. Does your product solve a problem or feel premium? High-value items can justify higher prices.
- Price elasticity. How sensitive are your customers to price changes? For example, will a 10% price increase lead to a big drop in sales?
- Business costs. Include platform fees, hosting, design costs, and your cut.
- Taxes. Sales, VAT, or profit taxes can reduce your margins.
- Marketing costs. These are often 20–30% of your selling price, especially for paid ads.
- Psychology. Prices ending in .95 or .99 often feel more attractive than rounded numbers.
Note: A pricing strategy is a starting point, which is an estimate to help you begin, but it’s not set in stone. You can always test and adjust. Notice how customers react and change prices for better results.
How do you find your optimal pricing?
Finding the perfect price for your print on demand products involves balancing costs, demand, and profit. The goal is to set a price that maximizes profit, not just revenue.
The demand and revenue curve
Picture this:
- Vertical axis. The product price.
- Horizontal axis. The number of products sold.
As your price increases, demand typically decreases.
To maximize profit, you must find the sweet spot where your price × number of sales yields the best results. This is often near the maximum revenue point, but not always.
Raising your price slightly might lower revenue but increase overall profit if your costs are high.
Let’s break it down with numbers:
Scenario 1: Selling at $25
| Units Sold | 50 @ $25 |
| Revenue | $25 * 50 = $1,250 |
| COGS | $20 * 50 = $1,000 |
| Profit | $1,250 - $1,000 = $250 |
Scenario 2: raising the price by 10% to $27.50
| Units Sold | 45 @ $27.50 (10% fewer) |
| Revenue | $27.50 * 45 = $1,237.50 |
| COGS | $20 * 45 = $900 |
| Profit | $1,237.50 - $900 = $337.50 |
Even though revenue dropped slightly, profit increased by 35% due to lower production costs. This shows why profit should be your focus.
3 Pricing strategies for print on demand
Are you ready to learn how to price your print on demand products?
Since the best pricing strategy depends on the type of product you’re selling, I’ve broken this section into three categories: low-ticket, medium-ticket, and high-ticket items.
If you enjoy learning through examples, you’re in luck! I’ll include an example product for each category and walk you through how to price it effectively.
1. Low-ticket items (under $15)
Let’s start with low-ticket products.
These items typically cost between $0 and $10 to produce.
Here is how you should price low-ticket print on demand products:
- Perceived value. Low-ticket items often don’t have high perceived value. You’ll need to keep prices low and focus on selling a lot.
- Audience. These products are ideal for impulse buyers. This low price will encourage quick purchasing choices.
- Marketing costs. Save a portion of your price (around 30%~) for marketing costs. Since your products are affordable, marketing costs will be relatively low, making them a great choice for beginners.
Here's an example product of a low-ticket print on demand product:
A custom sticker!
This sticker costs $3 to produce, including printing and shipping to the customer.
Here are three pricing methods you can use:
Fixed dollar markup
Add a flat dollar amount to the product's cost. A $5 markup for stickers is often enough to cover expenses and still leave a profit margin.
So, if the production cost is $3 per sticker, you should sell the stickers at $8 each.
Fixed percentage markup
Multiply the production cost by 2x or 3x to determine the retail price. For example, a 300% markup on a $3 sticker gives you a price of $9.
Be aware of keeping your low-ticket product's price affordable, or no one will buy it!
Bundle pricing
To encourage customers to buy more, offer a discount for multiple purchases. For example, “Buy three stickers for $20!”
This works because customers believe they'll get a better deal if they buy more.
2. Medium-ticket items ($15–$50)
Next up, medium-ticket products!
These products typically cost between $15 and $50 to produce and ship.
As you move into this price range, your COGS (Cost of Goods Sold) increases, so you’ll need to focus more on balancing affordability and profitability.
Here's how:
- Audience. Who is your product for? Is it aimed at hobbyists who know market prices or customers looking for unique, eye-catching items? Adjust your price based on your audience’s purchasing behavior.
- Perceived value. Medium-ticket products are more flexible with pricing, especially if your designs are unique. A strong brand value can justify higher prices.
- Product costs. Make sure your pricing leaves enough room for profit after production, marketing, and platform fees.
What's the most popular medium-ticket item for print on demand?
T-shirts!
A T-shirt with your design costs $15 to produce, including shipping.
Let’s explore two effective pricing strategies for medium-ticket items:
Cost-based pricing
This method calculates your total costs and adds a profit margin to determine the selling price.
For example, if your production cost (COGS) is $15, you should have a profit of around 40%.
So by using this math formula: $15 ÷ (1 - 0.40).
Your selling price will be $25.
You can round it to $24.99 for a more attractive price!
Value-based pricing
If your t-shirt features a unique design or niche appeal, you can charge based on what your audience is willing to pay.
For example, a design that resonates with a passionate hobby or trend can sell for $30 or more.
Are you ready to explore high-ticket products? Let’s move on!
3. High-ticket items ($50+)
At last, we’ve arrived at high-ticket products!
These items typically cost $50 or more to produce and ship. Examples include large canvas prints, premium apparel, or yoga mats.
Pricing high-ticket products can be tricky, as they require a focus on quality and branding to justify the price:
- Perceived value. For high-ticket products, perceived value is everything! Customers won’t pay $100 for a product that looks worth $50. Your product must solve a problem, feel premium, or appeal to a niche audience that values uniqueness.
- Branding. Strong branding is essential. Professional visuals, detailed product descriptions, and a well-designed store can make your product feel worth the price.
- Marketing costs. High-ticket items often have higher customer buying rates. Be prepared to spend more on advertising and effort to show why your product is worth the investment.
An example of a high-cost product is a custom canvas print.
This canvas print can cost $50+ to produce and ship.
Here are two pricing strategies you can use:
Premium pricing
Set a higher price to reflect the product’s quality and exclusivity. For example:
If the production cost is $50, you can set the price to be three times as much to sell at $150.
This leaves enough room to cover marketing and transaction fees while maintaining a solid profit margin.
There is no rule about how high you can set a high-ticket item. It's all about how well you market it and whether your audience can afford it.
Perceived value pricing
Show unique features to justify a higher price. Highlight features like customization or artistic value.
For example, a customized family photo canvas with premium materials can sell for $200+ if marketed as a luxury product.
Here are some other tips for selling a high-ticket POD item:
- Upsell accessories. Offer related items like frames or hanging kits at a discount to get more purchases.
- Have fantastic customer service. Customers paying a premium expect great support. Ensure fast response times and offer solutions like replacements for damaged items.
- Build customer trust. Use professional mockups, share customer reviews, and highlight guarantees or return policies.
What to do with shipping costs? (Free vs. built-in)
Should you include free shipping in your pricing, or charge separately and keep your product prices lower?
Let’s break it down!
Free shipping
Studies from Sellers Commerce show that many buyers avoid stores that don’t offer it, and some even make purchases just because shipping is free!
How it works:
You build the shipping cost into your product price when you offer free shipping.
For example: A $25 t-shirt with a $5 shipping fee can be priced at $30 with free shipping.
Why it works?
It simplifies the buying decision and makes the price more attractive, and customers prefer “all-in-one” pricing over separate fees at checkout.
Built-in shipping costs
On the other hand, charging for shipping separately keeps your product prices lower. While this can work, high shipping fees may discourage buyers during checkout.
For example, A $30 mug with a $5 shipping fee might feel less appealing than a $35 mug with free shipping.
Here's when to use it:
Built-in shipping is better for heavier or bulkier items, where offering free shipping could greatly cut your margins.
Threshold-based free shipping
This strategy combines the best of both worlds!
Offering free shipping for orders over a specific amount encourages customers to spend more.
For example, “Free shipping on orders over $50!”
Why it works?
Customers are motivated to add extra items to their carts to reach the free shipping threshold, which increases the Average Order Value (AOV).
So, which strategy should you choose?
Here’s a quick way:
- Use free shipping for lightweight, affordable items like t-shirts or mugs.
- Use built-in shipping costs for heavier or more expensive products like canvases.
- Use threshold-based free shipping to encourage larger purchases and maximize profits.
The best strategy depends on your products, audience, and margins. Try different approaches and monitor the results to see what works best for your store!
If the pricing isn't working, you can always change it.
Summary
Before we go, we've created a quick summary of this article for you, so you can easily remember it:
- Add up all your costs, such as product, shipping, taxes, and marketing, to set a profit-making price.
- Use bundle deals for low-cost items, cost-based pricing for medium-priced items, and premium pricing for expensive items.
- Offer free shipping by adding the shipping cost to your product price or give free shipping on orders over a certain amount.
- Test and change your prices often to see what works best for your customers and sales.
- Show quality images, unique features, and strong branding to make high-priced items feel worth the cost.
Conclusion
Congratulations! You now know everything about pricing strategies for print on demand!
It might have been a lot, but I hope you’ve learned valuable tips to improve your store’s pricing and boost your profits. You can now make informed decisions about pricing strategies.
If you’re looking for more helpful guides, don’t forget to check out the recommendations below.
Do you have questions or want to share how you plan to implement these strategies? Leave a comment. I’d love to hear from you!
Good luck, and happy selling!
Want to learn more about POD?
Ready to move your print on demand store to the next level? Check out the articles below:
- The 19 Best Selling Print on Demand Products in 2025
- 6 Tips to Diversify Your Print on Demand Store in 2025
- How to Pick the Right Niche for Your Print on Demand Store
Plus, don’t forget to check out our in-depth how to start a print on demand business guide here!
