The pricing formula that keeps Etsy sellers profitable in 2026 — after fees, materials, labor, and returns.
The safe Etsy pricing formula is: (materials + labor at your target hourly rate + packaging) × 2 for wholesale, × 4 for retail. Then add ~20% to absorb Etsy fees (listing, transaction, payment processing, offsite ads) and a return buffer. Under-pricing to compete is the single fastest way to close a shop.