Pricing is the single skill that separates profitable resellers from those who break even. Price too high and items sit unsold. Price too low and you leave money on the table. Here's the complete Canadian reseller pricing guide for 2026 — covering every major platform and item category.
The Core Pricing Principle: Sold Price, Not List Price
The biggest mistake new resellers make is pricing based on what other sellers are listing items for — not what items are actually selling for. On eBay Canada, click "Sold listings" in the filters to see completed sales. On Facebook Marketplace, ask yourself: how many similar listings have been up for 2+ weeks? Those are overpriced. Items selling fast are priced right.
Rule #1: Research sold prices, not listed prices.
Platform-Specific Pricing Strategy
Facebook Marketplace & Kijiji (No Fees)
Because there are zero platform fees, you can price more competitively here while still maintaining strong margins. Target 55–70% of retail for local platforms. Buyers on Facebook and Kijiji expect to negotiate — so build in 10–15% negotiation room. List at $45, expect to accept $38–$40.
- Starting price: 65–70% of retail
- Expected sale price after negotiation: 55–60% of retail
- Response time matters: Reply within 1 hour to double your conversion rate — buyers message multiple sellers simultaneously
eBay Canada (13.25% Fee)
eBay buyers are more patient and willing to wait for the right item at the right price. They search nationally and compare sellers. Build your pricing from the sold price backward:
- Find the average sold price for your item in the last 90 days
- Subtract 13.25% (eBay fee) + ~$10–15 (shipping, packaging)
- Your list price = target net ÷ 0.8675 (to recoup the fee)
Example: Item sold average = $50. Minus $6.63 fees = $43.37. Minus $12 shipping = $31.37 net. Is that acceptable? If your cost basis is $8–10, yes. If it's $25, rethink the channel.
Whatnot (8% Fee)
On Whatnot, start individual items at $1 and let the live auction run. Items consistently sell for 30–60% of retail in a well-attended show. Volume is your friend on Whatnot — focus on throughput over per-item margin. A 2-hour show clearing 60 items at an average of $12 each generates $720, minus 8% = $662. If those items cost $200 in box cost, that's a 231% ROI.
Category-Specific Pricing Guide
| Category | Target Price (% of Retail) | Best Platform | Notes |
|---|---|---|---|
| Electronics (branded) | 60–80% | eBay | Test before listing; "tested, works" adds 20% value |
| Brand-name footwear | 65–85% | eBay, Facebook | Include exact size; condition photos |
| Lululemon / activewear | 55–75% | Poshmark, eBay | Flat-lay photos on white background |
| Beauty (sealed) | 50–65% | Facebook lots | Bundle 5–10 items; "skincare lot" converts well |
| Kitchen appliances | 55–70% | Kijiji, Facebook | Local pickup only; no shipping for heavy items |
| Toys (brand name) | 50–70% | Facebook, eBay | "Sealed / never opened" commands top price |
| No-name clothing | 20–35% | Facebook lot listings | Sell in lots of 5–10 items; individual listings don't convert |
| Home décor | 40–55% | Facebook Marketplace | Bundle similar items; impulse buyers don't negotiate much |
When to Bundle vs. Sell Individually
Bundle when:
- Individual items are worth under $10 retail (too low for individual eBay listings)
- You have multiple similar items (e.g., 6 phone cases — list as a lot)
- Items have been listed individually for 2+ weeks without a sale
- You're trying to clear inventory quickly before ordering the next box
Sell individually when:
- The item is worth $25+ retail (worth the individual listing effort)
- It's a branded or collectible item (buyers search specifically for these)
- eBay sold data shows consistent individual sales at your target price
The 2-Week Rule
If any item hasn't sold after 2 weeks at your initial price, take one of these actions:
- Reduce by 20% and relist with new photos
- Bundle with other slow-moving items in a lot listing
- Cross-post to a different platform (e.g., move from Kijiji to Facebook)
- Donate and move on — don't let dead inventory drain your mental energy
The goal is turnover. Inventory sitting on shelves earns nothing. A 20% discount that closes a sale in day 14 is infinitely better than a "perfect price" that never sells.
Accounting for Fees in Your Pricing
Before setting a price, know your true cost basis:
- Box cost per item: Divide your box price by the number of items. A $149 Pro Box with 32 items = ~$4.65/item average cost.
- Platform fee: eBay 13.25%, Whatnot 8%, Poshmark 20% (over $15)
- Shipping cost: Add to listed price or build into your asking price for shipped items
- Time cost: Factor in listing time if you're serious about profitability. At 5 mins/listing, a 30-item box takes 2.5 hours to list.
Use our Reseller Profit Calculator to model your real margins based on platform and box tier.