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GROSS MARGIN

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Glossary

Definition

Gross margin is the difference between a product’s pre-tax selling price and its pre-tax purchase cost. It represents the gross profit generated on each sale before deducting overhead costs (logistics, personnel, rent, marketing, etc.). Gross margin is expressed as an absolute value (in euros) or as a percentage of the selling price (gross margin rate).

Why it's important

  • Driving profitability: Gross margin is the primary indicator of a retailer’s ability to cover its costs and generate profit.
  • Compare categories: Some categories (textiles, cosmetics) generate high gross margins (50–70%), while others (fresh food, high-tech) operate with lower gross margins (10–25%).
  • Optimizing the product mix: By knowing the gross margin for each product, we can focus sales efforts on the most profitable items (through merchandising and targeted promotions).

A concrete example

A retailer buys a pair of jeans for €20 (excluding tax) and resells them for €50 (excluding tax). The gross profit per unit is €30 (50 - 20). The gross profit margin is 60% (30 / 50). If the retailer sells 1,000 pairs of jeans per month, the total gross margin is €30,000. This amount must cover all operating expenses (salaries, rent, marketing, logistics) and generate a profit. If expenses total €25,000, the net margin will be €5,000.

How to calculate it

Unit gross margin = Selling price (excluding tax) - Purchase cost (excluding tax)

Gross margin rate = (Gross margin / Sales price excluding tax) × 100

Total gross margin = Unit gross margin × Quantity sold

Note: Do not confuse gross margin with net margin. Gross margin does not include operating expenses. Net margin takes these into account and represents actual profit.

Common Mistakes

  • Confusing margin and markup: The markup (or multiplier) is the ratio of selling price to purchase price. A markup of 2.5 means that the item is sold for 2.5 times the purchase price. This is not the same as the margin rate.
  • Ignoring supplier discounts: Discounts, rebates, and trade incentives reduce the actual purchase cost. They must be included in the calculation of gross margin.
  • Ignoring shrinkage: theft, breakage, and administrative errors reduce the actual gross margin. A product that is purchased but never sold results in a negative gross margin.

Learn more

  • Research & Data: Price analysis to assess your gross margins by category and identify opportunities for optimization.
  • Solutions: Pricing Analytics to track your margins in real time and simulate the impact of price changes.
  • Tip: Operational pricing to structure your margin management and set your goals by department.
  • Resources: Check out our pricing FAQ for more profitability metrics.

Mini FAQ

It depends on the industry. Food: 20% to 30%. Textiles: 50% to 60%. Luxury goods: 70% to 80%. High-tech: 10% to 20%. Compare yourself to your own industry, not to other industries.

No. All gross margin calculations are made excluding tax to avoid distortions caused by different VAT rates.

Yes, on certain loss leaders or end-of-life products, particularly those on clearance. The goal is to keep the overall gross margin positive by offsetting losses with other products.

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