Short answer: in your eSIM store you do not price thousands of plans one by one. You set one margin percentage, a minimum profit per eSIM and a rounding rule, and the store calculates every retail price from your wholesale price. A margin that keeps you competitive on popular destinations, with a minimum profit that protects small plans, works for most resellers.
Pricing is where a store either makes money or quietly loses it. The good news is that the store does the arithmetic; your job is to choose three numbers well.
The three settings that set every price
All of them live on the Prices & language tab of your store manager.
1. Margin percentage
Your retail price starts as your wholesale price plus this percentage. A higher percentage means more profit per sale and fewer sales; a lower one, the opposite. Every plan in the catalogue moves together, so you set it once.
2. Minimum profit per eSIM
Percentages are small on small plans. A low-cost 1 GB plan with a modest percentage earns you very little, barely more than the card processing fee. The minimum profit fixes that: whatever the percentage gives, each eSIM earns at least this amount. Set it so every sale is worth the support time it might need.
3. Rounding
Customers trust clean prices. Choose how the store rounds:
- ending in .99, the classic retail look,
- ending in .49 or .99, a little closer to the exact figure,
- whole euros, simple and premium-looking,
- exact, no rounding at all.
Rounding always goes up, so it never cuts into your margin.
Optional: a crossed-out "was" price
You can show a strike-through price above each plan. It is a presentation choice, not a discount you pay for: the customer still pays your retail price. Use it carefully and keep it honest; it works best during a genuine launch offer.
Choosing which plans to sell
Price is not only the number. Two settings on the same tab change what customers compare:
- Smallest data size: hide plans under 500 MB, 1 GB, 2 GB or 3 GB. Tiny plans attract price-shoppers and support questions; many stores do better starting at 1 GB.
- Unlimited and regional plans: switch each on or off. Regional plans are popular with multi-country trips and often carry a healthy margin.
How to choose your margin
There is no single right number, but these principles hold up:
- Know your audience. Customers who already trust you, such as an agency's travellers or a creator's followers, pay for convenience and brand. They are less price-sensitive than someone searching "cheapest eSIM".
- Check the popular destinations. Look at what a traveller would pay elsewhere for your top five destinations. If you are far above, lower the percentage; if you are far below, you are leaving money on the table.
- Protect the small plans with the minimum profit, not with a higher percentage across the board.
- Review after a month. Your orders show which plans sell. Adjust, and the whole catalogue follows.
The built-in safety net
The store never sells below your cost. Prices are read live at checkout, and if a plan's wholesale price ever rose above what a customer would pay, the plan is not sold and you see why on your store preview. If the wholesale price moves between payment and delivery, the order is held for your review instead of being issued at a loss.
Mistakes that cost resellers money
- Racing to the bottom. You will not beat the cheapest app on price alone, and you do not need to: your customers buy from you because they know you.
- Ignoring card fees. Stripe's fee comes out of your margin. The minimum profit is where you account for it.
- Never revisiting prices. Catalogues change. A quick monthly check keeps your store competitive.
For the wholesale side of the equation, read how our wholesale pricing works. If you have not set up your payments yet, start with connecting Stripe to your store.
Frequently asked questions
Do I have to price every plan by hand?
No. One margin percentage, a minimum profit and a rounding rule set the price of every plan automatically.
Can a plan ever sell below my cost?
No. Prices are checked live at checkout; a plan that would sell below its wholesale price is not sold, and you are shown why.
What margin should I start with?
Start with a margin that keeps your top destinations competitive, add a minimum profit for small plans, and review after your first month of sales.
Does the crossed-out price cost me anything?
No. It only changes how the price is shown. Customers pay your normal retail price.
Can I hide very small data plans?
Yes. Choose the smallest data size the store sells, from every size up to 3 GB and above.