Stop mixing markup and margin when you price imports.
Margin % = (price − cost) ÷ price × 100. Markup % = (price − cost) ÷ cost × 100.
Use landed cost as cost.
Cost £2.47, price £6.99 → margin 64.7%, markup 183%.
Margin ÷ price; markup ÷ cost.
Prefer landed cost for imports.
This is before marketing spend.
Use ex-VAT if you price that way. Not tax advice; Helix not VAT-registered.
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