The Reseller Pricing Guide: How to Price Anything for Maximum Profit

Price an item wrong and two things happen: price too high and it sits for months eating shelf space; price too low and you leave money on the table. Here’s the framework that consistent resellers use to get pricing right.

The Three Inputs to Every Price

Every price decision comes down to three numbers:

1. Market value — What comparable items have actually sold for recently
2. Time value — How long you’re willing to hold the item
3. Platform cost — What it costs to sell on each channel

Miss any one of these and you’re guessing.

Step 1: Find the Market Value

Never price based on what you paid. The market doesn’t care about your cost basis.

For common items (electronics, mainstream fashion, homewares):

• Filter eBay Australia by “Sold Items” for the same brand/model
• Look at the last 10 sold prices, ignore the outliers (1 unusually high sale)
• Your market value = the median sold price

For rare or unique items:

• Check eBay sold + active listings, Facebook Marketplace, and specialty forums
• If no comparable sales exist, price at 40-60% of original retail
• Adjust for condition: Excellent = 70-80% of market, Good = 50-70%, Fair = 30-50%

Pro tip: eBay’s sold data is the gold standard for Australian market prices. It shows what people actually paid, not what sellers are hoping to get.

Step 2: Factor In Your Time Horizon

How quickly do you need this item gone? Your answer determines your pricing strategy:

Consignment stores should start at 85-90% of market and use automated time-based markdowns:

• 30 days — Reduce 10%
• 60 days — Reduce 15% (cumulative from original)
• 90 days — Reduce 20%
• 120 days — Reduce 30% or return to consignor

Step 3: Calculate Your Platform Cost

Every platform takes a cut. Price accordingly:

Pricing rule: If the same item sells on eBay and Facebook, you earn more on Facebook because of lower fees. But eBay has far more buyers. The math:

• An item priced at $100 on eBay nets you ~$85 after fees
• The same item at $90 on Facebook Marketplace nets you $90
• eBay’s larger audience may sell it faster despite lower net

The Multi-Platform Strategy

Don’t list at one price everywhere. Instead:

1. List on Facebook Marketplace first — Zero fees for local pickup, fastest cash
2. If no sale in 7 days, add eBay — Price at market rate minus your fee cushion
3. If still unsold after 30 days, reduce across all platforms — Apply your markdown schedule
4. Consider Gumtree for bulky or local items — Good for furniture, bikes, large electronics

TurnGoods handles this automatically: set your price once, and the platform intelligence shows your net on each channel so you can decide where to list.

When to Hold vs. Fold

Some items appreciate. Most depreciate. Here’s when to hold:

• Vintage and designer — Luxury bags, vintage watches, and rare sneakers often appreciate. Hold if you can.
• Seasonal items — Winter coats sell for more in winter. Store and relist.
• Trending items — If a brand is gaining popularity on TikTok or social media, wait for peak demand.

And when to fold:

• Technology — Electronics lose value every month. Sell fast.
• Fast fashion — Trends move quickly. Price to move within 30 days.
• Perishable or seasonal expiry — Anything with a shelf life or seasonal window.

Quick Pricing Checklist

Before you price any item, run through this list:

• Checked eBay sold listings for comparables
• Factored in condition vs. market
• Set a time horizon and markdown schedule
• Calculated net proceeds per platform
• Listed on the highest-net platform first
• Set a calendar reminder to review price at 30 days

Do this consistently and you’ll squeeze more profit out of every item while keeping your inventory turning over.

TurnGoods automates pricing research, multi-platform listing, and time-based markdowns for Australian resellers. Try it free.