Margin, markup and VAT: setting prices in United Kingdom
How to set a selling price in United Kingdom that hits a target profit margin and then adds 20% VAT, with the formulas side by side.
Key facts
| Place | United Kingdom |
|---|---|
| Tax | VAT |
| Standard rate on file | 20% |
| Multiply net price by | 1.2 |
| Tax share of a gross price | 16.67% |
| Currency | GBP |
Margin is not markup
Markup is profit as a percentage of cost. Margin is profit as a percentage of the selling price. A 30% markup on a cost of 60 gives 78, but a 30% margin needs a net price of about 85.71. Mixing the two is one of the most common pricing errors.
Worked example
Here is the calculation with sample figures. Change any number in the United Kingdom Profit Margin with VAT Calculator to run your own.
| Your cost | £60.00 |
| Margin (%) | 30% |
| Tax rate (%) | 20% |
| Price | £85.71 |
|---|---|
| Profit | £25.71 |
| Tax | £17.14 |
| Price incl. tax | £102.86 |
Work on the net price first
Set the net price that delivers the margin you want, then add VAT at 20% on top. The tax belongs to the government, not to you, so it should never be part of your margin calculation.
Check the shelf price
Once tax is added, the gross price may land on an awkward number. If you round it to a neater figure, recalculate the net price and margin from that rounded gross price so you know what you actually keep.
Quick reference at 20%
Common amounts in United Kingdom, worked both ways: adding tax to a net price, and extracting it from a price that already includes tax.
| Amount | Tax on net amount | Gross (net + tax) | Net if amount includes tax |
|---|---|---|---|
| £10.00 | £2.00 | £12.00 | £8.33 |
| £50.00 | £10.00 | £60.00 | £41.67 |
| £100.00 | £20.00 | £120.00 | £83.33 |
| £250.00 | £50.00 | £300.00 | £208.33 |
| £500.00 | £100.00 | £600.00 | £416.67 |
| £1,000.00 | £200.00 | £1,200.00 | £833.33 |
| £5,000.00 | £1,000.00 | £6,000.00 | £4,166.67 |
How United Kingdom compares
Standard rates on file for other countries. A difference of a few points matters most on high-value purchases and on cross-border sales.
| Place | Rate on file | Compared with 20% |
|---|---|---|
| Uganda | 18% | lower |
| Ukraine | 20% | same |
| United Arab Emirates | 5% | lower |
| Uruguay | 22% | higher |
| Uzbekistan | 12% | lower |
| Vietnam | 10% | lower |
Using the calculator step by step
- Open the United Kingdom Profit Margin with VAT Calculator.
- Type your figures into the numbered lines. Results update as you type.
- Check the rate field. It starts at 20%; change it if a reduced rate, local surcharge or exemption applies to you.
- Read the result on the receipt panel, and use the formula shown under it if you need to explain the figure to a client or colleague.
Key terms
- Standard rate
- The rate that applies to most goods and services unless a specific reduced rate, zero rate or exemption applies.
- Effective rate
- Total tax divided by total income, the average rate you actually pay.
- Net amount
- The amount before tax is added. On an invoice it is the figure the tax is calculated on.
- Exempt supply
- A sale that falls outside the tax entirely. No tax is charged and input tax usually cannot be reclaimed.
- Withholding
- Tax deducted at source, by an employer or payer, before the money reaches you.
Common mistakes to avoid
- Calculating margin on the gross, tax-inclusive price.
- Confusing markup and margin.
- Rounding shelf prices without checking the margin that remains.
Run your own numbers. The United Kingdom Profit Margin with VAT Calculator updates as you type and shows the formula it uses.
Frequently asked questions
How do I calculate a selling price for a 30% margin?
Divide your cost by 0.70 to get the net price, then add VAT.
Should VAT be included in my margin?
No. Calculate margin on the net price and add tax afterwards.
This article is general information for planning, not tax advice. Rates and rules change; confirm with your tax authority or a qualified adviser.