Comparing prices like for like
A price comparison is only useful if the offers are comparable. Before entering a competitor's price, check:
- Same product and quantity. A two-pack is not the same offer as a single unit; neither is a used or refurbished item.
- Total price. Buyers compare what they pay in the end, so include the shipping charge in its own column.
- Same tax basis. Enter prices the same way as your own list price, either all with tax or all without.
- Delivery promise. A cheaper offer that arrives two weeks later may not be a real competitor for your buyers.
From “who is cheaper” to “what can I afford”
Knowing you are 7% above the median is only half the answer. The other half is what it would cost you to move. The comparison works out, for each competitor, the list price you would need to match their total and the profit and margin at that price, using the same fees and costs as the calculator. If matching a competitor would take you below your minimum acceptable price, it says so.
With only a handful of offers, the statistics describe that sample, not the whole market. Read our guide to comparing your price with competitors for a worked example.