From landed cost to a list price
Landed cost is what the product costs you. The list price is the amount you charge so that, after the channel fee, your net is still the markup you set on that cost.
Landed cost
Add what it takes to make the product and get it to the buyer. For a jewelry listing that is often metal, making, the centre stone, side stones, shipping, and packaging. For a custom product it is whatever rows you enter: materials, labor, and shipping. Landed cost is manufacturing plus operating. It is not the price on the listing.
Target markup
Markup is the net you want, divided by landed cost plus fees. A 45% markup means the net after fees should be 45% of that cost base. Margin on the selling price is a different ratio: net divided by the list price. At a 45% markup, margin on price is about 31%, and that margin percent stays put when you change the fee. What changes is the list price, and the rupees you keep.
The list-price formula
Channel fees take a percent of the list price, plus any flat fee. The list price in INR is ((landed + flat fee) × (1 + markup)) / (1 − (1 + markup) × fee %). CAD, when you want it, is that INR list divided by the store’s exchange rate.
If the fee percent is so high that the divisor is zero or negative, there is no price that hits the markup. Lower the fee or the markup. The homepage calculator shows the same message when a fee is too high for the markup.
Same markup, different fee
A lower fee does not raise your margin percent if you hold the markup constant. It lowers the list price you need. That is why one landed cost can have an Etsy ads price, an Etsy organic price, and a shop price. Compare those list prices before you copy one number into every channel.