Digital product pricing calculator

The calculator How much traffic your price demands

Pick the price that asks for traffic you can actually get — it's the pricing method in Digital Products: Basics →

How to read it The last line is the one that matters

Two of these numbers feel like they are about the product. They are not. Kept per sale is just your price minus the platform's cut. Sales needed and visitors needed are about one thing only: how many strangers you have to reach. Reaching strangers is the hard part of this business — not making the thing.

So the calculator's real job is the bottom line. A £5 product and a £40 product can be the same file; what differs is that one asks you to find twenty times as many buyers. Choose the price that asks for an amount of traffic you can actually imagine getting.

The formula, in full

Kept per sale = price × (1 − fee ÷ 100). Sales needed = your monthly target ÷ kept per sale, rounded up to a whole sale. Visitors needed = sales needed ÷ (conversion ÷ 100), rounded up. Rounding up matters: 22 sales at £22.44 is £493.68 — you need the 23rd to actually clear £500.

A worked example

Price £24, on a platform that charges about 6.5% all-in. You keep £24 × (1 − 0.065) = £22.44. To reach £500 a month you need £500 ÷ £22.44 = 22.3, rounded up to 23 sales. At a 2% conversion rate that is 23 ÷ 0.02 = 1,150 visitors a month. That last number is the honest one — and it is the number your whole marketing plan has to solve.

Edge cases the calculator handles

• A fee of 100% or more leaves nothing per sale, so the sales and visitor lines show "—" rather than a nonsense number.
• A conversion rate of 0% means no amount of traffic converts — the visitor line shows "—", which is the correct answer, not zero.

Common questions

What fee percentage should I use?

Use your platform's all-in figure — the platform fee plus payment processing plus any fixed per-sale charge, as a percentage of the price. As a starting point: Whop is around 4–6%, Etsy around 9.5–10.5% (its 6.5% transaction fee plus processing, charged separately), and Gumroad around 13%. The current numbers, with the date each was checked, live on the Digital Products resources page.

Where does the 2% conversion rate come from?

It is a working assumption, not a promise — a common rough figure for a cold digital-product listing. Once you have your own traffic and sales, put your real number in; the calculator is far more useful with a rate you have measured than with a borrowed one.

Is "visitors needed" per month or per day?

Per month, matching your income target. Divide by 30 for a rough daily figure.

Can I keep a copy?

Yes — download the same calculation as a spreadsheet and save it with your own numbers. The spreadsheet and this calculator use exactly the same formula.