What is Markup?

**Markup is the amount added to the cost of a product or service to arrive at the selling price, typically expressed as a percentage of the cost.** It is a fundamental pricing concept that determines how much profit a business earns on each sale by establishing the relationship between cost and price. Markup is one of the most commonly used pricing tools in business, from retail to manufacturing to professional services. The markup formula is: Markup Percentage = (Selling Price - Cost) / Cost x 100. For example, if a freelance web developer purchases a premium plugin for $200 and charges the client $300 for it, the markup is ($300 - $200) / $200 x 100 = 50 percent. The developer is marking up the cost by 50 percent to generate a profit margin. Markup is closely related to -- but distinct from -- gross margin. Markup is calculated as a percentage of cost, while gross margin is calculated as a percentage of selling price. A 50 percent markup on a cost-based price results in a 33 percent gross margin. Confusing these two concepts is a very common and potentially costly mistake in pricing. For freelancers and small business owners, markup is relevant in several contexts: when reselling products or materials to clients, when billing for subcontractor work (marking up the subcontractor's fee before passing it to the client), and conceptually when thinking about how much to charge above your cost of delivering services. Understanding markup as a distinct concept from gross margin helps you price accurately and avoid the trap of thinking a 50 percent markup gives you a 50 percent margin. Markup decisions also affect client relationships. Many clients in certain industries (such as advertising and marketing services) expect agencies and freelancers to mark up supplier costs and subcontractor fees. Being transparent about your markup policy and applying it consistently builds trust and prevents billing disputes.

Markup works by adding a specified percentage (or dollar amount) to your cost to arrive at a client-facing price. The markup percentage is applied to the base cost, not the selling price -- this is the key mathematical distinction that separates markup from margin. Here is how to calculate selling price from cost using markup: Selling Price = Cost x (1 + Markup Percentage). If your cost is $500 and you want a 40 percent markup, the selling price is $500 x 1.40 = $700. Your gross profit is $200 (the markup amount in dollars). To convert markup to gross margin: Gross Margin % = Markup % / (1 + Markup %). A 40 percent markup produces a gross margin of 40/140 = 28.6 percent. So if you think you have a 40 percent margin but you calculated it as a markup, your actual margin is only 28.6 percent -- a significant difference that affects profitability calculations. For freelancers who mark up subcontractor costs, the process is straightforward: determine what you are paying the subcontractor, apply your standard markup rate (commonly 10 to 20 percent for professional services, higher for materials and specific supplier costs), and bill the client the marked-up amount. The markup compensates you for the time spent managing the subcontractor, coordinating the work, and taking on the financial risk of the arrangement. Markup on materials is standard practice in many industries. A graphic designer who orders print materials for a client will typically apply a markup of 15 to 25 percent on the print cost to cover their procurement time and account for any errors or reprints. A photographer who purchases props or licenses stock images for a shoot will similarly mark up these costs before billing the client. Some clients, particularly large corporations with sophisticated procurement processes, may push back on markups or ask for transparency about underlying costs. Having a clear, consistently applied markup policy and being prepared to explain and justify it professionally is an important part of client management.

Markup is a practical pricing tool that freelancers use regularly, even if they do not always frame it as 'markup.' Any time you pay for something on a client's behalf and bill them more than you paid, you are applying markup. Understanding the concept formally helps you apply it deliberately and consistently rather than ad hoc. The most common markup scenario for freelancers is billing for subcontractor work. Suppose you are a web designer who brings in a backend developer for a project. You pay the developer $3,000 and want to charge the client for their work plus a coordination fee. Applying a 20 percent markup, you would bill the client $3,600 for the developer's work. The $600 markup compensates you for finding and vetting the developer, communicating between the developer and client, reviewing the work, and bearing the risk that the developer delivers substandard work requiring fixes. Another common scenario is marking up purchased assets on behalf of clients. If you are a brand designer who purchases licensed fonts, stock photography, or printing services for a client, you would typically mark up these costs by 15 to 30 percent. This markup is standard in the design and marketing industries and clients generally expect it. For service-based freelancers who sell primarily their own time, markup is less directly applicable since there is no 'cost of labor' in the traditional sense (your time is not recorded as COGS for a sole proprietor). However, the markup concept informs rate setting: the difference between your minimum acceptable hourly rate (which covers your overhead and desired net income) and what you actually charge clients is effectively a markup that determines your service margin. Markup decisions should be documented in your pricing policy and, where significant, disclosed or referenced in your client contracts. Clarity about markup on subcontractor and supplier costs prevents billing disputes and builds the transparent client relationships that support long-term business success.

Markup and gross margin are the two most commonly confused pricing concepts, and getting them mixed up can lead to serious underpricing and profitability problems. Understanding the precise mathematical difference is essential for accurate pricing. Markup is calculated on cost: Markup % = (Price - Cost) / Cost. Gross Margin is calculated on price (revenue): Gross Margin % = (Price - Cost) / Price. Because the denominator is different (cost vs. price), the two percentages are always different for the same transaction. A simple example illustrates the difference: if you pay $100 for something and sell it for $150, your markup is ($150 - $100) / $100 = 50 percent. Your gross margin is ($150 - $100) / $150 = 33.3 percent. The 50 percent markup produces only a 33.3 percent gross margin -- a significant gap. Freelancers who confuse these concepts and believe they are earning a 50 percent gross margin (when they are actually earning a 33 percent margin) will find their profitability projections consistently off. If you need a minimum gross margin of 40 percent to cover your overhead and earn adequate net income, you cannot use a 40 percent markup -- you need a 67 percent markup to achieve a 40 percent gross margin. The formula to convert a desired gross margin to the equivalent markup is: Markup % = Gross Margin % / (1 - Gross Margin %). So to achieve a 40 percent gross margin, you need a 40/(1-0.40) = 66.7 percent markup on cost. And to convert markup to gross margin: Gross Margin % = Markup % / (1 + Markup %). A 67 percent markup gives you 67/167 = 40.1 percent gross margin. For pricing work correctly, decide which metric you want to target (gross margin is more analytically useful since it relates to revenue), calculate the equivalent markup, and apply it consistently.

Applying markup effectively requires establishing clear policies, calculating correctly, and communicating transparently with clients. Step 1: Decide on your markup policy for each cost category. Different types of costs may warrant different markup rates. Subcontractor labor (complex to manage, higher risk) might warrant a 15 to 25 percent markup. Standard materials or supplies might be marked up 20 to 30 percent. Software or digital asset licenses might be marked up 15 to 20 percent. Establish your standard rates and apply them consistently. Step 2: Calculate markup correctly using the cost-based formula. Remember: Selling Price = Cost x (1 + Markup %). Do not confuse markup with margin. If you want to ensure a specific gross margin on a cost, use the inverse formula: Selling Price = Cost / (1 - Desired Gross Margin %). Step 3: Include markup in your project estimates and quotes. When preparing a project estimate, list each cost item (subcontractor, materials, software) and apply your standard markup to arrive at the billable amount. This ensures your quotes accurately reflect your expected gross profit. Step 4: Document markups on invoices appropriately. Depending on your industry and client expectations, you may list materials and subcontractor costs at cost with a separate markup line, or you may simply list the marked-up price without breaking out the underlying cost. Know your industry's conventions and client preferences. Step 5: Review markup outcomes against profitability goals. Periodically review whether your markup rates are generating the gross margins you need. If actual margins are consistently below target, your markup rates may need adjustment. Create invoices for all billable work including marked-up costs using Eonebill at /free-tools/invoice-generator to ensure everything is captured and billed correctly.

Accurately billing for markup requires an invoicing platform that supports detailed line items, so clients can see exactly what was purchased and how it was priced. Eonebill.ai's flexible invoicing makes markup billing clean and transparent. With Eonebill's invoice generator at /free-tools/invoice-generator, you can create invoices with as many line items as needed, clearly separating your own service fees from marked-up subcontractor costs and materials. Each line item can include a description, quantity, unit price, and total -- giving clients a complete picture of what they are being billed for. This transparency reduces disputes and builds trust, particularly with clients who review invoices in detail. Eonebill's Pro and Business plans at /pricing allow you to create invoice templates for recurring project types that include standard markup line items pre-populated with your rates. For a designer who regularly purchases printing services for clients at a standard 20 percent markup, having a template that automatically calculates the marked-up price from a cost input saves time and ensures consistent application of your markup policy. For freelancers who work with subcontractors on larger projects, Eonebill's multi-line invoice capability makes it easy to present the entire project billing in one professional document -- your own fees, subcontractor costs with markup, materials with markup, and any other billable items. This comprehensive billing approach ensures every cost center is accounted for and contributes to your gross margin goals.

1. Confusing markup with gross margin. Applying a 30 percent markup when you need a 30 percent gross margin will result in only a 23 percent actual gross margin -- not enough to cover overhead and generate adequate net income. Always be clear about whether a percentage target is a markup (cost-based) or a margin (revenue-based) and use the correct formula. 2. Not applying consistent markup rates. Applying different markups to similar costs depending on the client or how busy you are creates pricing inconsistency and potential fairness issues. Establish standard markup rates for each cost category and apply them consistently across all clients and projects. 3. Forgetting to mark up costs that should be marked up. Some freelancers pass through subcontractor and material costs at cost without markup, effectively providing cost management and procurement services for free. Unless you have a specific business reason to pass costs through at cost (such as a contractual agreement with a particular client), always apply your standard markup. 4. Using markup to price your own services (instead of value-based or market-based pricing). For your own time and expertise, markup on 'cost' (your hourly rate times hours worked) is rarely the best pricing approach. Value-based pricing -- pricing based on the value you deliver to the client -- typically generates much higher rates and better profitability than cost-plus markup for service work. 5. Not disclosing markup policy when clients request transparency. Some clients, particularly larger organizations with formal procurement processes, will ask whether you mark up supplier costs and by how much. Having a clear, defensible markup policy that you are willing to explain builds credibility and prevents the awkward situation of appearing to hide something.

Markup is closely related to several other pricing and profitability concepts. **Gross Margin** -- Gross margin and markup measure the same economic reality (the difference between cost and price) from different bases. Understanding both is essential for accurate pricing. See /glossary/gross-margin. **Net Income** -- Your markup decisions directly affect gross profit and ultimately net income. See /glossary/net-income. **Invoice** -- Marking up costs correctly requires accurate invoicing that captures all billable items. See /glossary/invoice. **Scope of Work** -- Defining the full scope of work helps you identify all cost elements that should be marked up before quoting a project. See /glossary/scope-of-work. **Chart of Accounts** -- Tracking marked-up revenue and underlying costs in separate accounts allows you to analyze markup performance over time. See /glossary/chart-of-accounts.